Kathleen Gage is recognized as one of the top marketing experts in her field. Kathleen has over 25 years of sales and marketing experience. She has trained and consulted with hundreds of organizations with stellar results. Known as the "Street Smarts" speaker who teaches people to use their instinct, wit, creativity, and drive to achieve success, market penetration, sales performance and their fullest potential. In 2004 Kathleen Gage was recognized as one of the top rated business owners in Utah. She is the author of several sales and marketing books and information products.

Kathleen Gage is an inspirational keynote speaker, bestselling author and sales & marketing business advisor. Kathleen has written several books including 101 Ways to Get Your Foot in the Door; Street Smarts Marketing and Promotions; Street Smarts Making Money with the Internet; and her newly released book called The Law of Achievement. Visit http://www.lawofachievement.com/special.htm to learn more about her newest book and receive dozens of bonus gifts when you order.

What motivated you to start your own business? How did you develop a unique selling proposition and how can our listeners?

I actually started my business because I had a difficult time working for others. Often, when I worked for other people, regardless of the size of the company, I found that I was not given the flexibility to be as creative as I wanted. I would start off great, achieve high levels of success in the company I was with, get the awards and then hit a wall where I felt very restricted.

In the mid 80's I had a very small events business. I did okay with this, but nothing like what I do in my business today.

When I first started out I "played" at running a business. Now I run a business. I have several revenue streams in my company. Speaking, training, product sales, authorship and business advising.

So tell us, what changes have you seen in the market since you began?

A primary change I have seen is the use of the Internet. Also, the amount of competition in any given industry. The Internet has leveled the playing field in many ways and invited in a lot of so-called experts who really are not experts at all. For example, I see people who claim to be marketing experts that don't have a track record of success and yet, they are selling marketing services. Or some people who call themselves coaches or consultants. That's not saying there aren't a lot of very qualified and outstanding marketers, coaches and consultants. What I am saying is people will get into a line of work because they see someone making money and think it's easy. Those of us who are succeeding have worked for that success.

I get very frustrated with folks who promise you can make money and be successful effortlessly. Now that's not to say you can't make a lot of money at one time, but that is most likely a result of laying a very solid foundation, having a good plan and implementing specific strategies.

It seems marketing can be very challenging to many people. What are some of the first things you recommend for someone who knows very little about marketing?

One of the first things I would recommend is to not get overwhelmed with the process. Also, before you invest in anything, research it. The challenge I see with many small and micro businesses is they nickel and dime themselves into financial collapse. Do as much reading on the topic of marketing as you can. And yet, realize there comes a point you have to implement what you read. Check with your local Chamber of Commerce and SCORE organization to see what classes/seminars they might offer that would help you with your marketing. Many professional associations offer low cost seminars and workshops that will teach you a lot about marketing.

I have several free resources on my website http://www.streetsmartsmarketing.com - I make
these available as a great starting place for people to get solid marketing information. Of course, I have other products for sale that go into much more detail, yet, I would start with the free information.

Tell us about some of your "secrets" to obtaining free publicity that works better than any paid advertising can?

In many cases, but not all, publicity is far superior to advertising. Publicity seems to be more believable because a media source is telling the story rather than you buying an advertisement that shouts, "Buy this!" or "Look how great we are!"

One of the best ways to obtain free publicity is have something that is newsworthy that the media either wants to do a story on or you can submit a press release on. A couple of your other guests did a great job explaining about working with the media and writing press releases. I would recommend that the participants take the information to heart.

Another way to get free publicity is to host an event of some sort that again, would be of interest to the media. For example, the book I recently released had several media "hooks." One, the book was written as a result of my co-authors husband being in a near fatal accident. We both evaluated what success and achievement meant to us and used that information as the basis for the book. Second, we partnered with an international women's organization on the marketing - Executive Women International. Third, we donated and will continue to donate a portion of all book sales to a children's literacy program. All of these are media hooks.

I believe the greatest secret is really no secret at all. It's really about being willing to build professional relationships with the media in which there is a give and take. For example, rather than always looking for what journalists, editors, publishers and producers can do for you, what can you do for them. If you hear of a story that may be of interest to a specific media resource that has nothing to do with you, but it would be of interest to them, by all means send them a lead on a story.

What are some of the ways we can tap into OPM - Other People's Markets? And what are the advantages of doing this?

Great question! OPM is one of the main reasons my business does as well as it does and I love sharing information about this.

The key to success in utilizing OPM - other people's markets is to create a win/win opportunity. Often it is creating more benefit for the other person than they are creating for you.

Find people with similar markets who have a desire to have a greater reach. Have an idea of what it is you have to offer before you even approach them with your ideas.

One example in my business has been when I have hosted conferences I will find sponsors who want to reach my market and I want to reach theirs. In return for them helping me to market the event, or providing a venue, or AV equipment, or any number of resources, I will promote them to my market.

Another example that I am extremely proud of is my recent book launch. (By the way Heidi, thanks for being a part of this campaign. It was because of incredible folks like yourself the book became an Amazon bestseller overnight)

With the following information think of your own business goals and objectives. How can the information I'm sharing about my thought process help you as you move forward.

What I did with the book campaign was to start with the end in mind. What did I want to accomplish with the book launch? Based on my answer, who would I need to get involved? Based on that answer who did I know that would be a good fit? From there I put together a very well thought out proposal not only for the Executive Director of EWI - Executive Women International, I also put together a very detailed letter I could send to people I had a lot of respect for who would be a good fit for the project and most likely want to be involved.

Now, I didn't bat a thousand on this. There were some people who, for whatever reason couldn't participate this time around, but said to keep them in mind for future opportunities. In order to partner with them in the future on other campaigns of sharing markets I keep very organized files.

That is really important in your marketing. You have to be organized. If your not, lots can slip through the cracks.

Let's talk about the media as a marketing tool - How can we position ourselves in such a way that the media eagerly calls when they have a "hot" story they need input on?

It's really quite simple. Build relationships, be professional, respect deadlines and most of all, and realize media people are always on very tight timeframes to get the next story out.

Be a resource that can be counted on. If you say you are going to do something, do it.

As I mentioned in a previous question, when you hear of something that may be of interest to someone in the media, let them know.

One thing I would caution against is sending gifts to the media. In many cases they are forbidden to accept gifts over a certain value.

They would much prefer you provide them with valuable story ideas than gifts anyway.

Let's switch to website promotion if we may, what are some of the things you've learned about writing articles that get distributed all over the Internet which nearly guarantees to drive traffic to your website?

Writing well-written articles is by far one of the greatest resources you can use to drive traffic to your website. By providing valuable information, specific to your area of expertise and market, you are now a "resource before you are a vendor."

This can be one of the most cost effective tools you can use to gain visibility and credibility (or lose it if you don't produce quality articles).

At the end of your article have what is referred to as a resource box where you put a bit of information about yourself and offer something to the reader for visiting your website. Once at your site they can sign up for the free resource.

One resource I give away that always generates a lot of response is a report about how I made over $100,000 from one idea. That has been downloaded thousands of times.

Once people download something, your job is to continue to provide valuable information without overwhelming people. Additionally, when the time is right you can make things available for sale.

What many people do is try to sell first rather than creating value.

To see what I mean about giving resources away, visit http://www.streetsmartsmarketing.com

You are known as someone who helps people with low cost and no cost methods of marketing. What are some ideas you can share that virtually anyone can use?

Press releases. Coupons are a great tool you can use.

Join associations and get involved. Offer free consultations (but put limits on how much you will do for free). Offer complimentary information seminars. Samples work well for introducing people to your products or services.

I wish I had more time to share the hundreds of ideas floating around in my head, but the fingers and time are giving out. :-)

In addition to Street Smarts Marketing, can you tell us about your newest book and how our guests can get a copy?

Be happy to. My newest book, in a nutshell, is a spiritual approach to achievement. They can visit www.lawofachievement.com/special.htm to learn more and get the book.

And finally, what's the best way for our guests to contact you?

Kathleen@turningpointpresents.com and http://www.kathleengage.com