Here's another great article from my friend Robert Middleton. Although his focus is on business to business marketing, much of what he has to say can be easily applied to our Noah's Ark Workshop business. This one actually goes along with some of the discussion we had at the 2008 leadership rally - on marketing yourself as an entertainment company.

Let me know what you think after you read the article below:

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The Key to Inspiration
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Today is "Super Tuesday" and the candidates for both parties are
doing their best to win our votes on this pivotal primary election
day. (Don't forget to vote!)

One word we've heard a lot in this primary season is "inspiration."

Many of us are called to leaders who are inspiring or inspirational.
But how important is inspiration? Is it more important than
someone's track record, more crucial than their policies and
platform? And what is true inspiration, anyway?

The dictionary defines inspiration as "The process of being
mentally stimulated to do or feel something, especially to do
something creative."

When someone inspires you, you're moved to take creative action.
So, yes, I'd say inspiration is very important in politics. It's not
the only thing, but it's impossible to win without it.

And the same goes for business.

We often see our role with clients as: "Getting the job done for
them." And that is certainly true. But it's not very inspiring! After
all, a lot of people could get the job done. But how good are you
at inspiring your clients? And why is that so important?

It's important, because the success of most projects are up to the
client, not you. As a coach, consultant or Independent Professional,
your job is to assist your clients in implementing their plans. Your
mission is to inspire them to follow through in the face of myriad
obstacles and difficulties.

Inspiration isn't just one of your jobs, it's the most important job
of all. If they aren't inspired (no matter how good you are
technically), the chances of success plummet. But when you
inspire your clients to produce great results, your "word-of-mouth
factor" multiplies as well.

Inspiration = growth and success (for you and your clients)

So how do you inspire your clients?

Inspiration has very little to do with "Rah, rah, you can do it!" It's
not about a veneer of excitement. It's not about a tone of voice or
an inspiring vocabulary. It's not even about being sincere; that's
superficial, not true inspiration.

Inspiration comes from an unwavering commitment to make a
difference. It's not something you do, it's a place you come from.

When you love and appreciate your clients and stand behind their
vision and goals, your clients know it. They can feel it. They know
you are on their team and committed to them winning.

Commitment + action = inspiration

And where does that commitment come from? You've just met a
prospect or started with a client. How can you be committed so
soon, let alone be inspiring? Doesn't that take a long time?

Not at all.

The source of commitment is authentic interest. If you can't
get truly interested in your prospects and clients, you'll never
get committed to their dreams and projects and never
become a source of inspiration to them.

I've often asked my clients how much they've learned about a
client in their first interview. How much did they research about
this client? Did they really dig in and find out about the business
or the person? Did they demonstrate a high level of excited
curiosity about this prospect or client?

If not, they were not building a foundation for inspiration.

When you get deeply interested in people, that expands into a
commitment to make a difference. That commitment, plus action,
will naturally grow into inspiration. And inspired clients will lead
to fulfillment and success beyond your wildest dreams.

© 2007 Robert Middleton, All rights reserved. You are free
to use material from the More Clients eZine in whole or in part,
as long as you include complete attribution, including live web
site link. Please also notify me where the material will appear.
The attribution should read:

"By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at www.actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses." (Make sure the link is live if placed in an
eZine or in a web site.)