It will run in two parts with a new set of auction items each week. This week’s auction items include:

• Signed Guitar by ALL 5 Members of Twisted Sister
• One Ticket to the SOLD OUT World Domination Summit
• One-on-one consultations donated by: Jonathan Fields, Gary W. Goldstein, Chris Brogan,Lewis Howes, Jeannie Walters, Andy Crestodina, and myself 

Next week we’re featuring such items like a consultation by Steve Farber and a business library put together by Scott Stratten!

The auctions on those items will start 6/18. More details soon!

Want to donate directly to Liz rather than bid? Donate Without Bidding Here

Please help us spread the word about the fundraiser by forwarding this post and using the hashtag#LizFund on Twitter.

Again, thank you all for the support and know that Liz appreciates all the many kindnesses that have been sent her way in the last few months.

Thank you so much for participating and helping us give back to Liz. Have fun and good luck with the auctions!

Terry Starbucker

The following article is written by our good friend Wendy Piersall.

Last year, my husband Dave left his 12 year career at Xerox to pursue his dream ofstarting a boat repair shop up by the Chain O’ Lakes. Since his background is corporate sales, his previous career was built on taking care of his customers’ every need, even if that meant helping a print shop meet it’s deadline on a Saturday afternoon. His customers were so loyal to him that some still call him for advice when they need to buy new machines.

It might have seemed a little insane for him to start a new business, in a new industry, with three kids and looming college tuition bills mere months away. I was… um… “skeptical”. Coming from the marketing & blogging world, I was thinking that once he got a name, a website, and started establishing his brand with some advertising, he could start fixing boats on the side for a few months to ramp things up before we let go of his income. I guess I was thinking small. Because before he had a name, website nor even a shop to rent, he was filling up our yard with boats to fix. I promptly lost the battle to hang onto his income. And he’s been growing consistently ever since, while established marinas all over the area have been closing down.

I had wanted to talk to you about how he pulled this off in this post. He only advertised on Craigslist and one single local online forum for boaters, and got listed on all the local directory sites such as Yelp, Yellow Pages and Yahoo & Google local. That’s it.

But I realized that there was a much more important story to tell – and it’s about how he as a sales person and I as a marketer approached starting a business so very differently. As if I don’t already sound a little foolish, I can unequivocally state that I underestimated him and the power of thinking like a salesperson. While I was designing pretty logos, contemplating my business mission, and choosing WordPress templates, he was literally out pounding the pavement introducing himself to local business owners and calling our boat-owning friends to ask for referrals.

Only now can I see I was allowing myself to get caught up in the formalities of starting a business, instead of focusing on what was most important of all: customers. In my world, sales come after I’ve been able to craft and hone my “marketing message”. In Dave’s world, marketing is something he does in his down time when he isn’t closing deals.

When I asked him his thoughts on what has made him successful, it was a list of things you would expect to hear: following up with leads, acting confident even when he didn’t feel it, asking for referrals, and finding an underserved niche in his field. But the starkest difference between he and I was how he approached communicating with his customers: Dave has no marketing message he relies on. He finds out what is important to his prospects before he ever pitches a thing.

In short, he listens before he speaks.

And before you say to yourself, “Well DUH,” let me remind you that I’ve built 4 successful businesses in my lifetime, and I’m starting again on my fifth. The reason I forgot something so easy and so basic is just that: I dismissed it as easy and basic. And you might hear things at SOBCon that sound easy and basic – but please don’t make the same mistake that I did. The presenters at this event are freaking brilliant. If they bring up something ‘basic’, it might just be the most important thing you hear all weekend.

Phil Gerbyshak: Who are you – and what is your business focus?

Steve Sherlock: My name is Steve Sherlock. I am frequently seen with a tri-corner hat. I reside in Franklin, MA which is the first town to have been named for Ben Franklin. I first wore the tri-corner at the Welcome/Registration Desk for PodCamp Boston 2 and it has become part of my brand since then. I volunteer on many organizing committees for unconferences in New England; PodCampWesternMass, PodCamp Connecticut, NewBCamp, WhereCamp, and JobSearchJamSessions to name a few of them.

My focus is to use social media for social good. I started as a citizen journalist for Franklin Matters and have evolved to assume the title of “Community Information Director”. In that role, I do full and live reporting from as many Town Council and other Franklin meetings and events as I can to share the information about our budget and the business of Franklin to create an informed voter. I have helped some of the local non-profits set up their websites, blogs, etc. while training some of their folks to carry on their communications. I am currently leading the Board of Directors for the Franklin Food Pantry as we re-brand ourselves to be “a community resource for food and more.”

I am fully employed in an IT Security role and all that I do on the social media front is in the off hours to give back to my community.

PG: When did you attend your first SOBCon – why did you sign up – and what did you expect to get out of it?

SS: Phil, you and I have talked frequently about “taking the blog off the blog.” SOBCon is room full of great folks to meet and learn from. Having missed the first one in 2007, I came to the second SOBCon in 2008 and have been fortunate to make every event since then. To meet in real life, folks who had been participating in online conversations over the years bring everlasting value.

For example; you, Terry, and I had been active in the Joyful Jubilant Learning community, we got to meet Joanna Patterson, who had come all the way from the UK for SOBCon 2008.

PG: Did you get what you expected (or more or less or just different) from your first SOBCon?

SS: Yes, the learning opportunities within the mastermind table setup is worth it. I have made some lasting friendships and connections from actively participating around these tables.

PG: How many additional SOBCon events have you been to?

SS: As mentioned earlier, I have been fortunate to have only missed the first one. As long as I can, I do plan on returning. The business around social media is continuing to evolve. You can come and find enough information and knowledge to go your own way, or if you are fortunate enough to have this as part of your personal learning network (which is what I do), I return each year to learn the latest from the best.

PG: What keeps you coming back for more SOBCon?

SS: You can’t stand pat. You need to be learning all the time or you will fall behind. Life is continuing to evolve and each year when I come here, I have had a slightly different focus. My citizen journalism for Franklin Matters is still going strong. I still am finding non-profits in Franklin who want to learn and put social media to use to help themselves. The Franklin Food Pantry is really putting social media to social good as we go through our re-branding and strategic planning effort. Where else can you in a couple of days learn as much in a meaningful way as at SOBCon?

PG: What advice would you give someone thinking of attending SOBCon for the first time?

SS: Come with a problem statement in mind and use that to help focus your discussions during the mastermind sessions. Having such focus will enable the meaningful discussions and internalization of the ideas and concepts from the speakers into what you need to take away to accomplish what you need to do. You can adjust it slightly while here, or even after you leave. The knowledge may just provide enough insight to realize that you would be more successful doing what you need to in a different way.

PG: What advice would you give someone thinking of attending SOBCon for a second (or more) time?

SS: I’d use the same focus as for the first timers, but then look to connect with those you had at your mastermind sessions for at least one of the two days and then switch. There are so many good folks in the room, after you get a lay of the land day one, adjusting your tablemates for day 2 is okay and likely will be beneficial.

PG: Anything else you’d like to share about the event or anything else?

SS: On the one hand, don’t be bashful, yet on the other, don’t be overwhelmed by the star quality of the room. We all come to SOBCon to learn and share with each other. The serendipity of the connections is open for those who are ready to take advantage.

PG: Thanks Steve. You’re a star, and I can’t to see you again VERY soon!

With only 24 days to go (how come you haven’t signed up yet?) we’ve got a big announcement for SOBCon Chicago 2013.

Liz and Terry have finalized the program, and it promises to be amazing. We knew that great things were in store when the speaker list was revealed earlier this year, but now Liz and Terry have pulled everything together to create one of the best events in the industry. So what do you have to look forward to? (View the full program here.)

Day 1

Terry and Liz will launch the event first thing Friday morning. As we announced last week, Sean Ogle will lead Block 1: Building Relationships: Turning First Contacts Into Customers and SOBCon alumn Steve Woodruff will introduce the Block 1 Model for your Mastermind session. Following a short break, we’ll get to hear a special presentation from master storyteller Chris Brogan. The morning will wrap up with a Hot Seat Sponsor Session featuring Hawkeye Media and ShareASale.

After lunch (the Summit Event Center offers a fantastic spread), we’ll get back to work with Block 2: Anticipating Response: Let Your Customers Drive Your Strategy. Led by Ric Dragon, you’ll have plenty of material to work with when Carol Tice introduces the Block 2 Model.   Once you’ve Masterminded your strategy, you’ll enjoy Angel Djambazov leading a discussion with the brilliant Sonia Simone.

To wrap things up, we’ll close the day with Jeannie Walters’ Block 3: Adjusting Perspective: Seeing What Your Customer Sees. Finally, you’ll have the opportunity to apply what you’ve learned when Jane Boyd reviews the Block 3 Model.

Day 2

You’ll want to set your alarm for day two because you won’t want to miss a minute. After a get-you-going breakfast at the Summit Event Center, we’ll hit the ground running. Barbara Jones will challenge us to support our customers in Block 4: Connecting Strategically: Support The People Behind The Brands That Help You Thrive. Once Barbara makes her case, Alli Worthington will highlight how you can get the most from the Block 4 Model.

If you’re still not fully awake, SOBCon favorite Steve Farber will energize the room with his memorable special presentation. A Hot Seat Sponsor Session featuring our friends at Yappen will finish the morning.

Following a great lunch (the perfect chance to talk with new friends), we’ll tackle Block 5: Integrating Offers: Identify And Serve Multiple Customers with Diana Mullins. To help you identify your customers, Katherine Burdick will introduce the Block 5 Model. To break up the afternoon, Justin Levy and Tabitha Dunn of GoToMeeting will share a special presentation with the group.

Finally, we bring day two to a close with Block 6: Analyzing Experiences: Capitalize on Customer Feedback. Innovation expert Drew Marshall will guide us through this last session, and Terry will explain the Block 6 Model to help us finish strong.

Day 3

One of the most popular parts of SOBCon, Give-Back Sunday will highlight the excellent work done by three nonprofits:

• Heifer, a special guest of our Gold Sponsor GoToMeeting
• Girls in the Game
• Speak Your Silence

Mark Carter will host the morning and help us help others.

I know that’s a lot to take in, but I want to make sure you understand how much Liz and Terry have packed into one weekend. You will literally learn more in 72 hours than you have in the last four months. You can’t afford to not be in Chicago and in the room. So I strongly suggest you snap up one of the few seats we have left. See you soon!

Building Relationships: Turning First Contacts into Customers
A couple of weeks ago, we told you about Sean Ogle. This week we’re excited to announce that Sean will be the first presenter Friday morning, May 3. Sean will draw on his own experiences to show you how to:

• Establish the relationship at the very first contact
• Identify a need you can fill
• Build trust in your offer

Give-Back Sunday
After two days of packing our heads full of fantastic ideas at SOBCon, we get the opportunity to do something that can make a big difference: Give-Back Sunday.

Hosted by Mark Carter, we’ve got three organizations (we’ll announce the 4th soon) that we’re very excited to help this year:

• Heifer, a special guest of our Gold Sponsor GoToMeeting
• Girls in the Game
• Speak Your Silence

We’ve had several people tell us that this part of SOBCon ends up being their favorite part of the weekend.

Get in the room!

Phil Gerbyshak: Who are you – and what is your business focus?

Leslie McLellan: I’m Leslie McLellan and am thrilled you asked me about SOBCon! I have been in rural destination marketing my entire career (which is more than 20 years mind you) and along the way have worked a lot with small businesses too. I was a “traditional” marketer until late 2008 when my marketing budget for the resort town of Lake Arrowhead, CA was slashed to ZERO. That forced me into the world of social media and the destination had wonderful success because of it. One of the first people I met online was Becky McCray and it was from her postings that I learned of Liz Strauss and started following her. One year ago, I joined Becky and Sheila Scarborough (another SOBCon alum) in their business – Tourism Currents. In addition to being part of the Tourism Currents team, I am currently building a multicultural tourism marketing program for the city of San Jacinto, CA.

PG: When did you attend your first SOBCon – why did you sign up – and what
did you expect to get out of it?

LM: My first SOBCon, in real life, was last year in Chicago. However, I had followed tweets from earlier SOBCon’s for a couple of years. Since I joined Tourism Currents a few weeks before last year’s event, Becky and Sheila suggested I attend and we use SOBCon as a planning conference for our business. When they suggested that I was so excited, yet I was also very intimidated. SOBCon is for thought leaders and I wasn’t sure I was worthy to attend. I also thought it might be a bit “over my head” as I’m not a terribly techie person. BUT, I knew I would learn from the best so while nervous, my adrenaline was pumping!!

PG: Did you get what you expected (or more or less or just different) from
your first SOBCon?

LM: SOBCon passed my expectations in every way. It wasn’t over my head at all, I was able to contribute just as much as anyone. The sharing of ideas, the openness, was simply incredible. When you’re at SOBCon, everyone cares about your business just as much as you do and you respond in kind. It’s nothing short of an amazing experience.

PG: How many additional SOBCon events have you been to?

LM: None yet, but I CAN’T WAIT for my second SOBCon this May in Chicago.

PG: What keeps you coming back for more SOBCon?

Two things:

1. The “ideas” that everyone provides for each other. Last year I was surprised by how the smallest, seemingly insignificant comment that someone would make would provide someone else with a huge idea that they could run with. SOBCon is filled with “cream of the crop” thought leaders and for the duration of the conference, that’s what you get and what you give – tons, let me repeat that, tons of wonderful thoughts and ideas that can move your business forward immediately. Everyone there has some expertise/insight to share and the sharing doesn’t quit with the end of the conference. That leads to my second reason for coming back…

2. The people. It’s crazy, I’ve never felt so much a part of any group from the get-go. There were no awkward “feeling out of place” moments. I was part of the group right away. SOBCon attendees have a bond that continues throughout the year. I talk regularly with many of the SOBCon “family” so anyone who is thinking about attending should look at the cost of the conference and truly spread that out over the entire year as the SOBCon community continues to share all year long. SOBCon is not a once and done conference, it lives on 365 days a year.

PG: What has been the biggest impact on your business because of SOBCon?

LM: Since I was new to Tourism Currents, SOBCon allowed us to lay out our goals and plan our business direction. What we accomplished at SOBCon has driven Tourism Currents all year long.

PG: What advice would you give someone thinking of attending SOBCon for
the first time?

LM: Be ready to rock and roll! You hit the ground running and your brain doesn’t turn off until you get home. The ideas flow continually, so be prepared to take the most comprehensive notes you’ve ever taken and be ready to implement what you learn as soon as you get home. This is the very best conference you can attend if you want to take your business to the next level. End of story.

PG: What advice would you give someone thinking of attending SOBCon for a
second (or more) time?

LM: Since this is going to be my second time I’ll share what I plan on doing and that is stretch beyond my initial SOBCon comfort zone and mix and mingle with people I don’t know as well (which is what we all need to do at anything we attend). But at SOBCon, there are so many interesting people that it’s very hard to break away and continue meeting new people. The group is so high caliber that it’s to each of our benefits to get to know as many attendees as possible.

PG: Anything else you’d like to share about the event or anything else?

LM: I’d like to reiterate what most people say about SOBCon and it’s the absolute truth….This event is “one of a kind.” There’s nothing else like it, nothing else goes as in-depth into your business as SOBCon, and if you’re ready to be successful, really successful, this is the one thing you should attend each and every year.

What are you waiting for?

Tickets to the 10th SOBCon are still available – but just a few. Sign up NOW and get connected to folks like Leslie and more!

Don’t miss SOBCon Chicago, May 3-5, 2013. Sign up now!

From the beginning, leadership has been a cornerstone of SOBCon. And one of the best when it comes to demonstrating and promoting how to be a leader is Steve Farber. (Click here if you can’t see the above video.)

Last year when Steve joined us at SOBCon in Chicago, he demonstrated yet again why he’s one of our favorite speakers. And we’re thrilled he’s joining us again this year. We’re also happy to report that we’ve crossed the 70% mark. So if you haven’t claimed your seat, fair warning: they’re going fast.