Marketing Your Business Online? Leverage Your Strengths…

Inquiring minds want to know, don’t they?

“Know what” you ask?

Well, from what I can gather… lot’s of things!

And in today’s post I’m going to address a few of those many things you’re telling me are pressing.

O.K., in yesterday’s post…

“A Foolproof Easy Method To A…
Game Changing… Market Shifting… BREAKTHROUGH”

(Which you should read right now if you haven’t already)…

Sean O’Sullivan made a valid point.

He correctly pointed out, I was assuming…

YOU ALREADY KNOW…
YOUR STRENGTHS!

Woops! Sean’s right.

You know, sometimes I forget you might not have read everything I’ve written. Silly me! Since I’m sure you haven’t.

But, if you’re just getting your business off the ground, or if it’s still just a seed in your mind…

YOU MUST READ…
THE MISSING CHAPTER

I wrote The Missing Chapter as an immediate follow-up to The Internet Business Manifesto.

And the reason I wrote it (coincidentally) was I made certain assumptions about my readers that I later found out to be untrue.

Anyway, in The Missing Chapter, I share with you the right way of identifying your strengths and…

WHY IT’S CRUCIAL TO…
YOUR BUSINESS SUCCESS

I can best explain its importance with a single slide from an upcoming webinar I’ve been working on (more about that very soon).

That stated, check out this slide:

Region capture 6

It’s truly profound if you grasp its full message.

You see, there’s no doubt that Michael Jordan is a natural born athlete. That means he’s got talent no matter what the game.

But the difference between a smashing success and a continual grind often is determined by the game you decide to play.

Or, to say that in a more direct way…

WHICH BUSINESS
YOU DECIDE TO GO INTO

So, if you haven’t read The Missing Chapter or it’s been years since you’ve read it, I strongly recommend you read it or even re-read it ASAP.

Next…

Let’s say you know your strengths, and you’ve defined your business around it.

But you’re wondering what your next step should be?

More specifically:

What should be your first product?
What free content should you create?
Where can you really separate yourself from your competitors?
Where can you create the most value?
etc…

And if I do my job well, you’ll have a renewed confidence on…

HOW TO BEST PROCEED!

Now, before I reveal the key distinction that’ll accomplish this great feat, let me say this…

I’m a huge fan of the classics of direct response.

The legends of direct response, men like: Albert Lasker, Claude Hopkins, John Caples, Robert Collier, and many others distilled incredible insights in their books for us to shorten our learning curves.

In fact, just a few months ago I did a 3 hour webinar for my fellow Founder’s Club members on this exact topic.

In the webinar I dissected each of the classics and what I thought were the biggest takeaways from the books they left behind. And I had a hard time keeping it to 3 hours – there’s simply so much value in these classics.

But, over time, some things change. While it’s true human nature may never change, how and what we respond to does evolve.

And it’s that evolution that I want to underscore for you today. Because once you know it…

IT MAKES LEVERAGING YOUR PAST…
TO GROW RICHER TOMORROW A CINCH!

You see, back when these legends practiced marketing, times were different.

Compared to today, the prospects they were marketing to were under-marketed to.

So, back then the key to effective advertising and marketing was BIG AUDACIOUS BENEFITS.

But today these super-sized claims often have a ring of unbelievability to them. And if you’re not believed… you’re not trusted.

And if you’re not trusted… there are no sales, no profits, and no business growth.

So, what can you do? What’s the secret to highly effective marketing?

Well, quite simply, it’s this:

MAKE YOUR PROMISE ONLY
AS BIG AS YOUR PROOF!

There’s nothing more powerful in marketing than a believable promise backed up with mounds of proof.

Yet, when I scan most marketplaces I see a deficit of proof… and a sea of unsubstantiated claims.

Now, there are many forms of proof – and tomorrow I’m thinking we’ll spend some time exploring some of them.

But for today, you need to explore your past and look for as many different potential seeds of proof.

You see, your past holds the key to credentializing the claims you make today and in the future. But in order to have them you must do some detective work in your past.

Here’s a story of the evolution of proof from my past to help further clarify. Now, I realize you won’t have the same proof but you’ll have something different (if you really look for it) that’s totally unique to you.

The important thing to grasp here is that your proof evolves over time when you continue to take action and press forward.

Proof Point #1 – My Past Offline Business Successes

When I first started coaching online entrepreneurs about business I used my offline business successes as proof that I knew how to grow successful businesses.

It was that proof that originally attracted my first 25 clients.

Proof Point #2 – Average of $1.5 Million Dollar Growth

When those very same original 25 clients grew their business by $1.5 million a piece in the first six months of my coaching program, I used that proof to attract over a thousand new clients to my coaching program.

Proof Point #3 – $3.8 Million In Sales Our First Month In Business

Next, I used the success of attracting those thousand plus clients into my coaching program as proof I knew a few things about marketing.

Which helped establish me not only as a business growth expert but also a man with some serious marketing chops.

And so on… and so on…. and so on.

Here’s the thing: I’ve consistently built on each success I’ve ever had to climb to the next step on the ladder of success. And so should you.

There’s more proof lying around in your past then you realize. I can promise you that.

And it can start out smaller than you may appreciate. But if leveraged it can be consistently grown with action.

But you’ve got to do some serious thinking and exploring about your past. And more importantly how it can be used to prove you can create the value you want to create.

Well, the sun is rising – so that means it’s time to bring this blog post to a close. Man, this sunrise is beautiful, I wish you could see it.

Wait you can! Here it is…

sunrise-1

Beautiful, isn’t it?

But, you know what?

Writing on the beach this early is absolutely beautiful, but it’s also somewhat deserted.

In fact, as I write this, there’s no one else on the beach yet.

Here check it out…

sunrise-2

And that’s pretty isolating.

Which means, I rely on…

YOU AND YOUR COMMENTS…

To make things a little less lonely around here.

So, please, don’t discount how much your comments mean to me.

They mean more to me than you could possibly imagine.

***********************************************************************************

So, for today, will you tell me the two things I always ask of you…

Your Biggest Takeaway.
What You’d Like Greater Clarity On From Today.

***********************************************************************************

Like, I said, I really, wholeheartedly appreciate it.

Till tomorrow at 10 am.

To higher profits and beyond,

Rich Schefren

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Comments:

http://prosperityin2010.com Greg R W

You have to show compelling proof to be believable. With todays glut of “Hype” and “Smoke and Mirrors” consumers are becoming jaded.

To me, seeing someone’s PayPal or Clickbank account screen shot, is just yea,yea,yea, everybody’s got that on their site.

But your proof and examples of past successes seem more relative and down to earth. Something concrete that people have possibly experienced themselves.

Tomorrow I’d like some suggestions for places to look in our pasts to help us identify our strengths.

As for your reply to my comments yesterday, YES, I really do think they are getting better, because you are building on all of the posts from the days before.

But asking me to choose a favorite post is damn nigh impossible. There are so many bits of spoken and underlying information in each one, I defer to choose just one.

Thanks for putting me on the spot, though, it made me go back through them to see if I could find a favorite one. I caught some points that were missed earlier. Kinda sneaky :-) !

Thanks again for for the enlightening info, looking forward to tomorrow’s post,

Greg
walter daniels

What I take away, is that building trust means using past successes, even personal ones. Obviously that doesn’t always track. Success at selling on eBAY doesn’t mean you really know a lot. I might mean that you got lucky, and had the right products. MJ being an example of success in one and failing to carry over.
The greater clarity I’d like, is how to set myself apart from all the hyping, “How I went from poverty to $N in X weeks/months/years.” The sad truth is that I am coming from near poverty. I don’t have any choice about where I’m starting from. Two traffic accidents have left me almost a paraplegic (I still have ~15% function below the waist). Those accidents cost me two successive businesses, and almost everything I had. An incompetent Dr. took care of most of the rest this last time.
I’m probably an extreme case, but there are probably others not quite as bad off financially, but equal credibility problems. I know that my determination to be completely honest, right from the start, handicaps me more than the physical aspect does. The other problem is the lack of money to set up a website, which I hope to fix RSN (Real Soon Now).
As part of the attempt to dental floss (I can’t afford bootstraps) my start, I’m going to make a real, limited offer. If you’re like me, needing a way to Advertise and Market on a limited budget (thank God electrons are free), I will send 10 requests a review copy of my e-book. All I ask is that after 30 days, you send me what you thinks it’s worth to you. I think it’s worth $47, but you tell me. As soon as the website goes up, I’ll have a free giveaway of the core ideas in the book. I think what I have to say, is that good.:-) Based on comments I’ve seen over the last few weeks in various blogs, I’m sure I can either double the effectiveness of a Micro business’s Advertising and Marketing budget, or do even better than that. So many are sure that they can’t learn anything from the real experts that someone who has/does should make a living.
One of my “take aways” has been that the “mentors” I’ve chosen to listen to, are among the best. Even in areas that I thought I already knew, I’m learning something new. How to refine the essence of things so that anyone can understand them, if they want to learn. `The other is to never stop listening. If you’re honest, it will pay off in the end, no matter how long it takes. :-)
If you want to take me up on my offer, send a request to grafxmanus@yahoo.com, subject book offer. The offer lasts for 10 requests, or Feb.12th, whichever comes first. That’s an alternate address, so I don’t crash my primary address. (Rich, if you want a copy, you’re not counted in the 10.) I’m limiting the number to one I can handle, when answering questions. Between rehab, meals and other problems my time to work on things is very limited, right now. :-(
Rich

Thanks for explaining so powerfully the “wonky” strategy of “finding a niche,” and the crucial distinction between thinking opportunistically and strategically.

And for offering the alternative of “playing to your strengths.”

I’ve been following and tweeting your posts, and re-reading your reports, then journalling the questions you ask… and I am completely revising my start-up plan to integrate your generous teaching. Right now I’m swimming in a sea of unknowing so I don’t have a specific “take away” or question for tomorrow.

You’ve really given me a knock-out paradigm shift, and I really enjoy seeing how your mind works; jumping effortlessly from the big philosophical questions (“What impact do you want to have on the world?”) to the critical details of writing “help wanted” ads to attract mavens and superstars.

What I really appreciate most is how you’re putting your heart into this entire campaign (don’t know what else to call it.)

What you’re demonstrating is a congruency with all that you’re teaching, and that the most compelling “marketing” comes from putting your authenticity “out there” for all to see.

Great contribution Rich!

Thanks again.
http://www.ryannickelco.com Ryan Nickel

Rich,

I have a service that I created several years ago (Credit and Divorce) and then converted into an info product and in the midst of that I was distracted and haven’t come back to it. It’s there just collecting dust waiting for me to do something with it.

When it was a service and I counseled with only a handful of women and before I realized I could turn it into a workbook that would help many more than the few that I was meeting with.

Here’s my question…

For the “proof”, the service did multiple wonderful things for them which the workbook would do just as well. I was just providing them with information that they themselves hadn’t considered, which is why a workbook was the logical answer. However, the proof I have isn’t based on the workbook. In your opinion would it be the same to include the proof from the service based business as the same as what the workbook would and will do for them or should I wait till I actually have the proof from the workbook?

Thanks and do you not check the previous days post after a certain time? I mean you don’t have an alarm notifying you of all new posts all hours of the day!!

Thanks again…Ryan
http://blogicthink.com Rinaldi Syahran

great post … how to explode the sales i think that should really known by person like me because i want more income from working at online so i always search much thing about how to get profit at online . Thanks for the info love your blog and your post.
http://www.janushome.com Jeremy

Today, I went for a long, purely recreational bike ride, which I haven’t done in a long time (due to weather and time constraints).

As I was riding, I started to think about some of the changes that I am implementing in my business and with my new website, and realized that I still don’t have a good system in place for testimonial-getting.

I thought about it for a little while, and also thought about some recent interactions that I’ve had with clients, and realized – “hey, I give damn good customer service! I absolutely need to make sure that this is made very clear on the front page of my new site”.

Then, reading this post about proof made me think – when you’re selling a real, physical product, as I do, and not a service, what…exactly…is proof? I mean, what, exactly, as a seller of high end vintage furniture, am I trying to prove?

All of your examples made sense for your specific situation, but I’m having a little trouble translating them to mine. It seems like in my case I really need to have my clients provide the proof that buying something from me will be a great experience and that the item in question will be a great addition to their home.

So, I guess the question is – are testimonials enough? Or do I need to dig deeper to try to find something specifically about ME that proves…something? Anything? Am I making sense here?
http://DreamStyleVacations4You.com Roger Due

Rich, this series continues to be a big help in getting me focused in the right direction. I have been doing a copy/paste and saving your posts in MS Word & printing them to study. Today I decided to print all from 1/29/10 and put in a GBC binding so I can keep my notes together. This is an approach that works for me.

1. Getting me to focus more on my strengths and how I can leverage this with products that the market wants is the biggest take away. Over the past year I have gone off on several tangents but have finally realized that I must build on my strengths. You gave me an additional push in this direction.

I downloaded and printed “The Missing Chapter” for study.

2. “Make your promise only as big as your proof!” Can you say more about how to do this in light of the recent FTC changes?

Following these posts and now getting up to speed on the Founders Club sure provides a lot to digest and put into practice. Now for the implementation actions.
– Thanks!
http://DreamStyleVacations4You.com Roger Due

Rich, after posting my comment I went back to read what others have said and your replies along the way.

I found myself writing notes about how I can leverage my strengths as proof in ways I have never considered, because of what you have been teaching here. Thanks.
http://www.bfreetomorrow.com Kris

Thanks Again Rich
For another highly insightful view on the things that we dont know, Like the old saying “You just dont know what you dont know” And I know you know more than me (on some things) but thats why I’m On your Blog “To Learn”. In my game as a mechanic and with the advancement of technology we are always bombarded with the lastest and greatest tools to assist in diagnosing problems, after 30+ yrs I’ve learnt to be more interested in what the tool can’t do, and armed with this info I usually get a good idea of how good it really is. I assume that reverse phychology works on occasions?. Best takeaway “Dont over state your claims” (FTC is watching:-))
Anyway Rich as Bones once said of Capt Kirk “Spock he’ll take your assumptions over anyone’s proof anyday”. Are you and Spock related? :-)
http://www.NahyanInc.com Nahyan

hey Alex,

I’m loving ur input to these blog posts. good stuff.
http://www.NahyanInc.com Nahyan

Arite I read the full post now.

1) Of course, find and play to my strengths in all circumstances. Currently for blog; which content is best for writing vs video posts. Kinda like “same message, different medium” – how can I best communicate my message for biggest impact on my audience.

2) Focus for next post: What does a person lacking accomplishments within the niche display for proof?
- The process of refining and developing our strengths; leadership, communication, writing, etc. – the general learning curve

Thanks a lot man, have a great day.
Nahyan
http://themindsetmaven.com/20-videos.html PJ McClure

Ok Rich,

My biggest take away is the same thing that I brought in…

I need to develop my proof. Only now its gnawing at me even more.

What do I need? Your expertise on how to dig it out of my past. I know its there, but I seem to struggle with bringing the right stuff forward, or forward in the right way.

You’re the greatest. Thanks.

PJ
http://www.JCsedits.com Kerry W

I wonder if there are very many people feeling like I am…
“Operating from a paradigm of just getting started: this is great stuff but I am getting that overwhelmed feeling.”
My main idea/passion is really coming into much clearer focus, but it is not quite there just yet.
I have always considered myself to be a visionary. I often see potential in others that they don’t see in themselves.
In an earlier post with Ken, you discussed dealing with Fear. As best I can tell, since I have spent considerable money on information and business opportunities in the past only to find out that for whatever reason I didn’t make them work, I seem to have a Fear for what I don’t know that I don’t know. I know it sounds stupid and most people would say – Hey – get over it! But Hey – to me, right now, it is real – BUT I am and will deal with it.
The big takeaway on today’s post was reminding me that even though my past is filled with success that didn’t necessarily come to the level that I hoped it would – I can look back on my consistent persistence and personal growth and feel good about where I am today. Like Ken above, I am working to shift from an offline industrial outside sales career to online marketing. There ARE so many transferable skills but the “how – to’s” are challenging especially when there are so many “Guru” voices out there. Your focus on strategic thinking versus opportunistic is convincing me that I need to listen to you and shut off most if not all of the other voices.
In the last couple of days I have put my thoughts into a journal more than I ever have in my life. To combat the overwhelmed feeling of processing all your reports (now need to go read Missing Chapter) – all the posts since a week ago Friday plus IDD – plus Incremental advantage – I have resorted to read a little – write a little – I was reading – reading – reading and then going – What?
So for me – any practical advice for strategies or tactics on how to process all this more effectively would be helpful.
Did all this happen for you this fast? Or do I need to find a “Slow Group” to join?
Well, it is 5 minutes till your next post is supposed to go up.
No matter how fast you go, I will persist – in the fable – I am so much the turtle and not the hare.
Thank you for your thoughts.
Someday I soon I’d like to meet you on the beach – I have woken up at 300am the last two mornings without an alarm because of all the stuff going on in my head. But it’s all good.
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http://marketingwithyou.com Alex Jeffreys

hey Nahyan,

thanks for your kind comments … im enjoying reading and replying to the posts and im glad my input is helping …

… i know its helping me :)

talk soon

alex
http://www.strategicprofits.com Rich Schefren

i’ll have janine contact you – be ready for a 10 minute appointment.
http://www.strategicprofits.com Rich Schefren

great question paul – about how do you know if you are playing the right game. I’m pretty sure i went into detail on this in the missing chapter – if i didn’t let me know and i’ll give you the list of characteristics to know.
http://www.strategicprofits.com Rich Schefren

curt – you need to use your strengths as much as possible in as many things as possible.

when you are just starting out – this isn’t easy but it can still be done.

for example – a little thing – i’m not good at organizing my notes into a presentation – i used to spend 4-5 hours just figuring out the order – nowadays i give my notes to janine – she spends an hour or so putting a structure together and getting my notes on slides and then I get to work. what used to take me 20 hours in total has been reduced down to 2 hours max. and the net result is better.

in my business – the tasks i spend the majority of my time are my strengths and i always do a self-check before taking on any new responsibility or task to see if it’s in-line with who i am and the strengths i have.
http://www.strategicprofits.com Rich Schefren

the more proof the better alex – and with all the success your clients have achieved – it’ll be easy-peezy for you to ratchet up the proof in a major way!

looking forward to talking to you….
http://www.strategicprofits.com Rich Schefren

sorry you had such a bad day kim… hopefully today is better.

i did what you asked – read today’s post to learn more.
http://www.strategicprofits.com Rich Schefren

i will ask technical support what can be done – fingers crossed….
http://www.strategicprofits.com Rich Schefren

well thank you very much greg. i think i delivered what you asked for in today’s post.

glad to hear they are all tied for first… LOL
http://www.strategicprofits.com Rich Schefren

the problem walter is that even in how you are presenting right here – your offer doesn’t have credibility it’ll deliver on the promise you are making. i value you as a reader, so please understand i am not trying to offend you or call you out.

see, if what you were selling was already helping you solve your problems it would be another story – but it sounds like it’s not.

i guess it’s human nature – because i see this all the time – but i would suggest you really evaluate if you have a strength in this area. and if not, package products on what you are good at, where you have already experienced success.
http://www.strategicprofits.com Rich Schefren

rich – i love your name!!!

and thank you for all the kind words – and i am excited for you – it sounds like you are making initial progress – now the rubber has to meet the road and you got to start applying what i teach not only for yourself but for your business too!

keep me updated on your progress.
http://www.strategicprofits.com Rich Schefren

ryan – you could include the proof and let prospects know it’s from the same exact content that you’ve now spent years (if true) refining so anyone can get the same results faster, easier, and with less effort… or something like that.
Teddy

Rich,

This was so refreshing to read and see in print and in a step by step way to DO IT! I not only have heard and seen many ads, “guru’s” and so-called experts exaggerate and blatantly lie about their claims, but they also TEACH people to do the same. They don’t call it lying or misrepresentation, but they completely imply and infer that you become very liberal in telling about your successes and promises.

The concept of promising to the point of what you can prove…it is a complete game changer. Very similar to the proverb of when you don’t lie, you don’t have to worry about being caught or getting busted. We just need to prove what we know to be true and what we know we can deliver.

Rich, again, this was something I instinctively knew, but was somewhat challenged because of all the others NOT doing it this way.

The other big take away was:

You “PROVED” it!

You proved by laying out exactly what you did and the results you have gotten…and that is why someone knows they can trust you to do it again and again. A perfect example of practicing what you preach.

If there is anything I would like more clarity on, it would be what things or what actions to do first…then second, etc. I am a member of the Founders Club and I can honestly say, I have received more learning and teaching in that $47 a month membership than I have in the last $6,000 worth of Internet marketing courses I bought over the last 3 years.

The only frustration or thing I could hope for, is which things to do in which order. Maybe a process map of all the training you have in there and where they all fit in? Or at least have each of the trainings fall under certain categories. It may not be possible, but there is so, so much, I sometimes get distracted in prioritizing what I need to be focusing on. Similar to what you learned from Tony Robbins on those who “Learn For Just In Case”…or the best way, “Learning For Just In Time!”

Thanks for everything,

Teddy
http://twitter.com/professionallab ProfessionalLab

Today, I was thinking about it… and you wrote the solution. (my luck!)
- “if you’re not trusted… there are no sales, no profits, and no business growth.”

Very True.

Even I don’t buy from the people who talk big.. but, empty. (I test them with their free products. Big words, nothing inside.) And I seriously love to read you or trust you… because what you deliver what you say. No big and empty promise. I love all the marketers who do the same.

Time or Money – People care about their ROI. And marketers should respect that. It’s good for their customers and business growth too!

Thanks Rich.
http://www.yourtravelplanners.com John

Good stuff as always Rich…interesting you should write about proof in this way…

It present’s a couple of challenges for me personally…and yes I know you will have a workable way around this for me and others…that’s exciting.

1. How do I feature this proof on my blog without sounding like I am boosting?

2. Just when and where does it come into the equation…specifically I am writting a new blog…check it out if you can…www.yourtravelplanners.com.

Over the past 28 years our travel agency has won many awards nationally as well as at a state level. Along with that some of my team have also won national awards. My question is how do I weave this into my blog?

Thanks again Rich for your thought provoking and very educational sharing. I for one am most appreciative.

Cheers
John C Spark
http://www.netleasespace.com riche

hey thanks alot cezary!your thoughts are are very realistic and have proofs and trust on ourselves is the main factor of success.thanks
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http://lohanian.igrocerybiz.com Linda Ohanian

I always enjoy your posts. Today’s was so timely as I just joined a muli-level business called My Harvest America. While thinking about the personal part of my background to put on the web site I was going to focus upon “business” experience. However, now that I read your advice I’ll tell how I have grocery shopped and cooked for my family for over 30 years and saved a great deal of my husband’s income. In these hard times that information and “expertise” will connect more than any other thing in my background. Thanks again and the beach photos are beautiful.
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http://.covent-garden.co.uk jackie

Very useful Rich. I am just about to take command of myself again with paperwork. I have been piling and misfiling for years – some of which was taken up with serious illness from which I am recovered – well enough to tackle the filing anyway :-)

I shall be looking for proof of successes and asking people for comments and endorsements. It’s much more fun doing paperwork when you are searching for something.

Jackie Mackay

PS the pics you went worked for me. Nice context set and thanks for the share of peaceful atmosphere. Lonesome rather than lonely – more of a nuance than a complaint. Very nice. Makes me want to get up early and start writing…..
Maryanne

Are you REALLY, TRULY, writing on the beach?!!
http://www.strategicprofits.com Rich Schefren

Of course!!! Why would I make that up?
http://isthatreallyYOU????Susan? sam bailey

Susan.. is that really you?

let’s do lunch!