I had another late night last night.
I was at my office until the early hours of the morning connecting the concepts and ideas inside my upcoming free report with one of the best writers on my team – Chuck Dolce.
For those of you in Founders Club, you know Chuck as the Membership Director. He’s also the writing power behind my newsletter, One Step Ahead and many of our Founders Club promotions.
And this past week, Chuck has been acting as a sounding board so I can bounce ideas, strategies and recommended actions off him for this next free report.
Over the past few days (and nights) we have been sketching out ideas on the massive whiteboards in my office. You can checkout our process on one of the boards below.
As you can see, not all of these strategies are ready for primetime yet.
But I wanted to share with you one of the ideas that I’ll be fleshing out in this next free report.
It’s how you go about doing something once that pays you for a lifetime. I’ll get to that. But first, I want to give you some context for this…
Inside-Out Marketing and What That Has to Do With This…
In my last blog, I talked about the glaring issue that I see in the Internet Marketing space right now.
And that is the vast majority of online entrepreneurs overly focus on marketing while neglecting value creation for customers in products.
If you’ll remember I called this “outside-in marketing.”
(By the way, don’t get too attached to that name – it’s VERY possible I may change it in the coming week. Any suggestions for a better name? Leave a comment below.)
In my last post, I also made a case for why simply focusing on creating value in your product (and having that be the driver of your marketing) is ultimately easier and much more effective approach to creating an online business.
I called this “inside-out” marketing. (Again, have a better name? I’m all ears.)
In pouring over the many comments we received from that post, it sounds like I wasn’t as clear as I thought I was.
Everyone who responded – and thank you to all of you who did – seemed to think it was an “either or” approach. Either you focus on your product all by itself OR you focus on marketing your product all by itself.
And I’m glad you responded in this way because it tells me that I need to do a better job of explaining this.
Let me clear this up right now…
Yes, both marketing and building your product is important. But what’s even more important is creating value.
And that’s the huge oversight that I see in the marketplace right now. In fact, it’s the reason that I’m killing myself to write my first free report in five years.
It because very few marketers are really focusing on creating value right now.
I’m talking about the kind of value that will pay you dividends for a lifetime.
And that “value” can be – and should be – in BOTH your product and your marketing.
Create Value that Pays for Your Retirement
Six years ago, I created value in my own marketing that has already funded my retirement. To this day, this one single piece generates business for me and builds my brand as an authority in my marketplace every single week.
As I’m sure you’ve guessed, I’m talking about the Internet Business Manifesto.
When I sat down to write this report, I had no idea that those 32 pages would be downloaded over a million times. I didn’t know it would create over $10 million in sales. I had no clue it would pay for my daughters’ college educations (which it will – in about 13 years), buy me a house, the Strategic Profits building and so much more…
What I did know was I saw a need in the market that I could address. So I did.
If you’ve been reading my stuff for any length of time, you probably know that many of ideas and problems that I spoke about in the Internet Business Manifesto were based on my own experience.
They were based on my struggles, on my journey, to become an online entrepreneur and really become who I was when I wrote this in 2006.
When I created the Manifesto, I didn’t have a product to sell. That product was born out of the need that the Manifesto created.
But the point is that it all started by creating value. Creating something that changes people’s lives. That gives them epiphanies and “ah-ha” moments.
And honestly, it’s really not that hard. Anyone can do the same…
Pursuit of Value = Value
Too many entrepreneurs get bogged down with the idea that “they don’t know enough to create value.”
As in, they haven’t lived long enough or learned enough to offer some kind of value to their specific marketplace.
But the reality is even just the pursuit of value has meaning and influence over the people who are seeking that knowledge.
To explain, let me give you an example.
For just a second, let’s step into a parallel universe where I’m not an online business coach and I’m not losing sleep over this free report.
Instead, let’s say I’m a master photographer. Photography is what I love. It’s my passion. It’s my art form. I’d rather be taking pictures than doing anything else.
Now let’s say that I wanted to create an online business around my photography skills. But I don’t feel like I know enough. So I decide to research for an hour a day about the world’s best cameras and how to take pictures.
Let me tell you that hour of research a day would yield an amazing amount of value for people who are just looking to become better photographers.
In fact, the right group of fledgling photographers would be hanging on my every word while I researched these various topics and spoke about those findings – possibly on my blog or really anywhere else.
In other words, that quest for knowledge just created constant value.
The Secret: It’s Starts With…
Believe it or not, that’s what I did in my pursuit of being an online business coach. I continually researched what I love to read and know about – business. Then applied what I learned in my own business and shared what worked.
That research (and deep-thinking about that research) has created an immense amount of value for my subscribers and clients over the years. You can see that value in my free reports – the very marketing that created my business.
Again, you can do the same. But it starts with building your business around what you love the most so you can continually research and create value.
That’s the secret that everyone overlooks. They dive for “what’s popular” instead of “what you love.”
If it is the right business for you, you will be able to create that value for some group of people online. And the best thing about starting an online business is there is always a group of people out there looking for what you have to offer.
My friend Gary Vaynerchuk likes to say…
“I don’t care if you only wear green socks, live in your parents basement and hate all people. If that’s who you are, you can find that group of people online and you can be their leader.”
But to become that leader, it starts with creating value. If you put enough time and effort into it, it could be the value that pays for a lifetime.
Then once you create that value, the next step is to push that value out to multiple places so your prospects can find you online.
If you’re wondering how to blast out that value throughout the Internet, then my friend, you’re going to have to wait for the report.
(In other words, value creation is just where this free report will start… but it’s not where it ends.)
A Few Questions Before I Go…
Again, I’m in the middle of fleshing out all these ideas in this next free report. So I would love it if you could respond to the following questions in the comments.
1. Does this all make sense? More importantly, does this speak to where you are right now in your own business?
2. Have you ever taken a piece of your own product or your best ideas from your product and put them in your marketing?
Again, I’d really appreciate your comments. I can’t tell you how helpful they are in crafting this report.
I’ll be back next week with more “report leaks.” Speak to you soon.