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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 CHAPTERI 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 SUCCESSI 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:
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 INTOSo, 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…
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…
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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86 Comments to “Marketing Your Business Online? Leverage Your Strengths…”
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Biggest Takeaways:
- proof as an evolution
- phrases “deficit of proof” and “sea of unsubstantiated claims”
Definitely need greater clarity on what to do for proof when you’re starting out, when you have little experience. How does this play out within tactics like writing a report, blogging, etc…
Rich,
To be more specific….for someone like me that has some internet marketing experience that I can prove I’ve delivered results, but I have developed much broader knowledge (internet marketing/ strategy/ local business) that I want to synthesize via info-marketing.
My actual proven experience is with Search Advertising, more specifically generating leads. However I long ago decided to move away from the tactical to the strategic.
Hope that gives you a feel for the kind of situation I and probably a lot of us are in to inject proof into.
the idea john, is to look for each and every gem from your experience you can leverage.
did you get leads for a big recognized company? then that’s a credibility point.
did a business grow substantially because you got them leads? another credibility point.
you need to use the proof you have to make your mark – knowing in advance that if your successful – you’ll use that newly created proof to ratchet up your success to the next level.
but, i’m thinking right now we’ll spend some more time on proof tomorrow – let’s see what everyone else has to say.
and thanks for commenting – and i’m looking forward to our call.
Was logging off when I saw your email so had to read it kind of quickly this first time, but just wanted to thank you for the beautiful sunrise photos and also this idea of incorporating something I’ve done in the past, into my internet activities.
Have a beautiful evening !
“I made certain assumptions about my readers that I later found out to be untrue.”
Takeaway #1: I’m guilty of that. Some of my assumptions turned out invalid
because I though my assumptions were invalid (“That which is most personal is most general”). If I don’t straighten this out, I will be wasting way too
much time instead of working on value creation. Thanks for reminding me!
“MAKE YOUR PROMISE ONLY AS BIG AS YOUR PROOF!”
Now this is takeaway #2: The question is: do I take out my big guns, meaning
the most valuable secrets? This would fit “being transparent” as you commented in the earlier blog and it would allow me to make incredible claims. What criteria would I have to use to work out how big proof to provide and how big promises I should make? Anyway, this is more than enough to get me busy.
“To make things a little less lonely.”
Since you are doing something REALLY valuable for many people, you are not alone at any moment. You are among some of the greatest out there. And they are always with you in one way or another. Along with the millions of people you help, directly or not.
thanks for commenting cezary. and no matter who you are – at times – the path of the entrepreneur can be lonely. then make that entrepreneur a writer – and the loneliness only increases.
I guess that’s because i am social person when push comes to shove.
not sure about your question – i think i’m missing something. you’re promise must seem believable and credible when substantiated with your proof. If it is good – if it’s not then back down the promise until it does.
“I guess that’s because i am social person”
I can relate to that. I am a VERY social person and I wouldn’t be able to do what I am doing if I didn’t find a way to cope with that early on. For me now, loneliness is only a feeling and not a reality. There are times when there is no one around and you feel ‘connected’ – with the world, with people. If you take good care to analyse and memorize those moments, you may discover that you have more control over ‘loneliness’ than you think.
And the presence of people has nothing to do with loneliness. You can live in the center of Tokyo and feel like the only person on the planet.
I see the same mechanism in the way you change how people think about business and marketing. Some people have a hard time of letting go of the idea that marketing is a way to fool people into spending their money. And it can be very destructive to maintain that mindset while trying to sell a product.
Clients also feel ‘loneliness’ and some products are even based on addressing that feeling. You do a great job proving that deeply caring for prospects and their needs actual makes more money!
My analogy is: if you replace the negative feeling of loneliness (evil marketing tricks) with a positive feeling of connection with yourself and the world (helping entrepreneurs succeed), you will have a lot more joy out of life (profits and happy clients) than otherwise.
I didn’t state my question clearly. I was wondering if I had an arsenal of proofs and promises at different scales, should I start big or start small?
I thought about starting small, because I don’t want to overwhelm people with too many facts. The downsides of starting too small are obvious – people may not think the content or product is worth their time.
thanks for that cezary…
i say start as big as you can support – and figure out a way to condense but accentuate the proof.
Amen, brother…on the scriptures of Hopkins, Oglivy, Caples and other the other marketing legends. I have been focused on looking at the old masters past…that i discounted looking at my own past…
Thanks for pointing out that important point of making a promise, only as big as your proof.
I def would love to see you spend time going deeper on proof tommorrow.
cool beans james…
glad i could remind you of what you bring to the table!
because it’s that point of difference that makes all the difference.
and thanks for commenting
Okay, Rich,
you gave us so much valuable content that i just have to comment, right?!
INSIGHTS:
The first insight is: good guy – wrong game or good guy – perfect game. You can read that sentence with different meanings to it. I think you’ll catch them all. I also hope my english is good enough to express everything i’m trying to say. :D
Second insight: is an insight something that is in.sight? Think about it.
Third insight: I learned quite a few things from IM. I applied for a position and now have a high paying customer. That lead to reputation among my friends. Now i am giving marketing advice to start-ups and can build on their successes…
I don’t know if i’d ever made that chain of reputation clear to myself if i hadn’t read your post. I hope that this little insight gives you something back for everything you provide us.
GIVE ME MORE OF:
A guideline for writing an effective post or how to communicate your strengths and your customers successes to your prospects.
That’s it for now, i’m heading for some more work right now. Thank you for your time and advice and have a great day!
All the best,
Sebastian Schertel
- The German Guy -
thanks for the feedback sebastian…
glad i could make the chain of reputation clearer for you.
happy you are getting to work – and look forward to chatting with you again soon!
Great takeaway – Same Man, Different Game.
After conducting over 3300 sessions for corporate America, I found an interesting theme – most everyone wants to become something or someone else…and often their desire doesn’t match their natural strengths.
Actors want to become directors.
Directors want to become actors.
Authors want to become speakers.
Speakers want to become authors.
Consultants want to become internet marketers.
etc, etc, etc.
I really think that you have a moment of truth here – making a decision, based on your strengths, on what you really want to do and become an expert at it.
It is easy to waste time, money, and energy chasing something that is simply not your cup of tea because you hear everyone is doing it.
Make it a great day!
Frank
so true frank – and thank you for your input and comment.
what is it about us humans that almost always drives us to want to be something we’re not. now i know not everyone is guilty of this – but you are surely right – most are.
and i couldn’t agree any more about it being easy to waste time, money and energy chasing something you shouldn’t even be involved with.
very insightful – thanks once again
Hey Rich,
Let’s see, where to begin……I know…..from the beginning.
What I took away from today:
I love the example you used. Michael Jordon was one hell of a B-ball player but not so as a Baseball dude. In fact, he really sucked at baseball. What I take from that is just because you’re good at one thing, it doesn’t mean you will be good at another thing.
What I would like clarified from today:
When you speak of proof, are you referring to testimonials or maybe numbers that show proof of your success and credibility? I assume you are speaking of finding whatever I think my customers would relate to in regards to believability. Am I right?
Thanks again for everything. You’re spot on in your advice.
Tim
first off, thanks for commenting tim.
next, the michael jordan slide to me means that even if you have a talent, unless you’ve developed the experience, skills, etc. you’re going to struggle more than you should. and i firmly believe most entrepreneurs make a big mistake and choose the wrong game/niche for themseleves.
lastly, to answer your question – for right now consider anything that supports your believability in the eyes of your prospects and clients proof.
rich
Thanks for the great post, Rich. I appreciate your point that claims and statements of benefit without proof are becoming less and less powerful. And your maxim that one should only offer promises that are as big as one’s proof is AWESOME! So simple and true… and the perfect recipe for keeping one humble.
Question: what if you’ve got a big idea with tons of potential and you need to get people on board? What do you do if you don’t have the proof you need yet?
Thanks,
Steve
thanks steve…
if you don’t have the proof yet – you got to figure out a way to get it – maybe it won’t be the direct path you are hoping for – but nonetheless, think about your clients and prospects and what proof would be ideal to place in front of them – then create a plan that allows you to leverage small successes until you have that exact proof. follow?
Your Biggest Takeaway.
Sell one thing at one time.
What You’d Like Greater Clarity On From Today.
Business direction and growth strategies to apply.
Quick Question
Under “Proof Point #1″ I would like to know what were your previous offline successes and how did you get those successes?
wow I.A. – sell one thing at a time… where did you get that? interesting how the same post can spark different takeaways, isn’t it?
and regarding what you like greater clarity on – isn’t that what i am giving you? direction and growth strategies? am i missing the mark when it comes to your situation?
regarding your last “quick question” i’ll be answering that shortly and of course it’ll all be backed up with proof (smile)
thanks for the comment
Love your blogs and your incredible insite. Do you have anything that could be directed to a retail online store with womens products for a new start up company?
Thanks for everything!!!
~Susan
thanks for the compliment susan – tell me, what specifically are you looking for?
Since I am a new start up company I am trying to figure out the best way to market the product I have. They seem to do well when I do private shows so now I want to take it to the next level online as a fashion boutique. Since you have come from a retail world I thought maybe you would have some suggestions on how to market the products.
Thank you,
Susan
Susan.. is that really you?
let’s do lunch!
Hi Rich,
I have a very long and strong backround in the construction business. For over thirty years, I have been involved, initated, and completed 100 of successful building projects in both the six and seven figures. My strength is project management.
After selling this business, I have taken up Product Launch Management ( Jeff Walker’s program ) as a second career.
The skill set I have is a great fit for this type of work.
Can I use my lifetime of success and experience as proof that I can deliver as a PLM?
yes joel – you certainly can use your successful project management expertise to give you added credibility as a product launch manager.
of course, you’ll need more than that – ultimately you want successful launches under your belt.
so you need to create a plan that allows you to leverage what you already have to what you know you need.
in other words, maybe you can find a launch to do for someone who already has significant marketing chops, but is severely limited in being able to manage anything let alone a big project like a launch. then if all goes well, you can leverage your success on that project to project where you do both the marketing and project management.
there may be more steps involved or more pieces of credibility – but i think (or at least hope) you get the point.
Thanks Rich,
I appreciate your insights and feedback.
As a matter of fact, I am in the middle of setting up a launch right now. How cool!
regards
Joel
Hi Rich,
Great post, as always.
I have to say, the greatest strength we all have to have is FINDING THE RIGHT PEOPLE TO ROUND OUT WHERE WE ARE ***NOT*** STRONG.
Even if I know my greatest strengths, if I can’t find the right people to complement where I am weak, I will never achieve true business success.
For example, my greatest strengths are passionately communicating, teaching, and creating real change for my clients.
But I still know little about how to systematically convey that along with the tools and systems that bring leads, conversions and sales.
So finding the right people to handle that…wow.
If you could do a module/program on finding the right people to fill in your business gaps, my lord…what would that be worth?
It’s the missing piece for me.
Your most loyal student(see you on Wed’s call)
Paul Ross
paul – let’s talk about this on wednesday call – i look forward to pointing you in the right direction.
and thanks for taking the time to comment! (and for the compliment too!)
Rich,
Thanks for helping me feel more confident in the value I can bring to people.
Taking your advice today, I’ve reflected on many of the successes and accomplishments I’ve had in sales & marketing in the “off-line” world. It’s really helped me see that I can and should leverage those successes as I get ready to move into the on-line marketing world for the first time.
Ironically, I listened to a conference call two weeks ago from an online marketing “guru” (according to his claims) and after his call was over I said to myself, “Man…I’m way ahead of this guy on communication skills and sales approach. If he really is making lots of money online, I should be able to make a fortune!” :-)
It wasn’t about me being conceited…it was more of a great confidence booster for me that my many years of personal development and self education in sales & marketing should serve me well in the online world.
BTW…as a huge Michael Jordan fan…your graphic analogy there really solidifies the message of playing to your key strengths.
thanks ken – and i am happy to help you feel more confident in the value you provide.
the biggest obstacle that holds far too many people back is FEAR. procrastination, perfectionism, thinking things aren’t quite right yet, needing to learn one more thing first, etc. are all qualities that surface when fear is below the surface.
looking forward to hearing more about your successes as you proceed boldly with confidence!
Thanks Rich…I needed to hear that. You hit the nail on the head.
Your response confirms what I believe has been holding me back…FEAR. Mostly fear of the unknown (I’m a newbie to online marketing) and the feeling that I’ve got to “know it all” before I can get started.
Hearing this directly from YOU is a bigger motivator than you know.
Biggest takeaway: While it’s true human nature may never change, how and what we respond to does evolve.
I would like more clarity on how you spot the changes. Evolution is a long process with sometimes undetectable changes (when you are in the midst of change), so what clues can you look for to get the advantage. Does it take a certain mindset and can anyone be trained to notice change.
Hi Rich
It’s fun to see my name in your post. Thanks! And I’m wowed by the degree to which each post is directly driven by the comments from the previous day.
By the way – this is a massively relevant post, to me, right now.
My two cents on proof..
I believe there are two additional approaches to proof that can be brought into play to help get to the next step..
a) partnership; approach the market in association with someone who has credentials in the space; you’ll get further faster; you’ll learn a lot; and you’ll jump-start your credibility & reference opportunities.
b) separate proof-of-offering (first) from proof-of-ability (second). Use education marketing, external references or examples to help the prospect understand that their problems can be solved (of course, if you’re smart – or very lucky – you’ll be the first to spell out the problem really well to them in any case).
This way, when you get to proving you’re the right person to solve their problem, the hurdle is a whole lot lower.
Takeaway?
No question : “Make your promise only as big as your proof”.
I wish I had that in mind, about 5 months ago. I did some outbound marketing that promised a lot; BUT I waaay under-cooked the proof. And once you have to start justifying your promise after-the-fact, you’ve already lost the game.
For tomorrow?
Anything on the subject of partnerships; or specifically (sorry to bug you) your 1-2-3 on how to shape & position a product so it’s irresistable for VIPs.
Or I guess how to work out which specific VIPs would find a given product irresistible.
By the way, what’s the best way to gauge who’s a “real” VIP.. not just the biggest exposure, but who has the best & most trusting relationships with their lists? Starting points I guess include blog comments and incoming links, but I’d love to get your thoughts. Or a fast-forward button :)
Thanks
Sean
thanks sean – and i was glad to mention you because you pointed out a very valid point – as you did here again!
you’ve surfaced many good points here – i want to reflect on them some more, especially since i may be writing more about proof tomorrow.
rich
I am in the process of launching a highly niche focused newsletter on a paid subscription basis – for dental specialists to mail to their existing and targeted referrers. By definition the product is new, I am launching for he first time. I am challenged by how best to provide proof… I have thought about using quotes from other industries about the effectiveness of newsletter marketing and including some quotes from specialists who have reviewed the newsletter, basically opinions on value, effectiveness and their plans to implement asap. Any thoughts?
I am always impressed by everything you write – always thought provoking and relevant to me and my business. Thanks.
Everyone needs contact! Enough contact to remain intact. In the absence of positive contact, negative contact will do. In the worse-case scenarios, negative contact becomes a way of life.
In my world, my work is to up the ante on positive contact. I’ve done that repeatedly, in the face of suspicion and mistrust. As a culture we have become accustomed to negative contact and have come to expect it. From the hype of an over promise to the out and out disillusion of being taken to the cleaners.
I humbly suggest that proof can be supplied by speaking the truth! When you know your truth, you’ve centered on your strength, and that alone can carry a proof that can’t be beat. Even if that truth is that you are young and new at this game, with no track record to prove your claims. Speak from your inner knowing with an eye toward making positive contact and you can change the way the world sees itself.
Matthew
i agree matthew – but remember, just because something is true doesn’t mean it’s believable. just because you know what you are capable of, doesn’t necessitate that your prospects believe that about you. and so on…
thanks for the comment and insight.
Hi Rich
Speaking of proof, the most potent of them all is video proof. It’s a lot more believable if a customer takes two or three minutes to outline how you helped them.
In business It’s even better if the “average” customer, rather than a celebrity provides evidence of how your products or services helped them grow their business, because that’s what other “average” customers will relate to.
Of course for some professionals, myself as an online copywriter included, it may be difficult to demonstrate spectacular results if the customer fails to follow through in putting the other pieces of the puzzle together – SEO, social media, adwords, article marketing and the rest.
In today’s world, proof backed by a risk-reversal offer go hand in hand and are a requirement.
Thanks
Farhad
i agree farhad – but believe it or not, there are even more powerful proof possibilities than testimonials or case studies – i’ll explain shortly.
thanks for the comment – and video is certainly powerful when used correctly.
Rich,
‘Credentializing your past’ is an interesting concept. The question is, on what basis do you evaluate the credential? Is it on outward results alone? A recognized achievement?
The distinction might be – ‘this is what I’ve done’ vs. ‘this is who I am.’ They might have equal value, but the latter is perhaps not that easily seen.
It’s one thing when someone else validates a gift or an accomplishment, it’s quite another to maintain objectivity when evaluating oneself.
I think it is fair to say that almost everyone people has more credentials and intrinsic value than they would ever like to believe.
So a further question would be, if you don’t have a big accomplishment to build on, how do you uncover and leverage the ‘life credentials’ that are surely there to create the first big accomplishment in your chosen niche?
great question greg – i think it starts with looking at everything you’ve done – and asking yourself, what does this possibly demonstrate about my capabilities? of course, that’s just the beginning – but going through your past with a fine tooth comb often generates much more than most people would have ever guessed
Thanks Rich.. One more quick question if you don’t mind. Have you consulted much in the network marketing arena, and if so, do you have any information products that specifically address strategy in that arena?
man o man.
That poster of MJ with “Same Man, Different Game” – that just hit it. Amazing, amazing point.
———-
I haven’t even read the full post yet (working on an essay for uni), but I plan to finish it later tonight along with my pad n pen.
btw I printed out and hole-punched your “The Entrepreneurial Emergency” report, I’m looking forward to learning what you’ve got there.
———-
Thanks and keep doin your thang :)
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
Rich,
followup to my last post
didn’t mean want to give you an initial bad impression but, it is totally 100% true and wanted to get your initial attention but I couldn’t think of a better way to make sure you read my full post……Should of started with this below:)
BENEFITS TO YOU:
1) Proven revolutionary(changes the buying criteria completely in the market) product in other country markets all sales are done through traditional word of mouth(when people see them they instantly become the center of conversation and the results people get the product is amazing) they don’t do any advertising. The small guy is doing very well already against some massive name brands in the market already. Want to introduce it to the largest emerging market in the world to which i already have a patent for and where traditional word of mouth advertising is even more powerful. You’ll understand why when I tell you.
2) will be able to add a billion dollar+ company(size of the market is in the 40 billion market in the US just to give you an idea) to your already unbelievable resume, establishing you even more as one of the top entrepreneurs in the world and boosting your brand power at strategic profits.
2) A fresh and new challenge in the one of the world’s most competitive traditional markets(the internet is just starting to explode but it is several years behind the US).
3) Minimal startup capital needed(cheap product to produce and with word of mouth advertising things can be tested right away) but, due to the competitiveness of this new market strong backing is always best. Copycats are rampant in this business market but with first movers advantage and always being on the cutting edge of marketing and innovation and staying one step of the competition, we should be able to become profitable right away and to crush it long term.
I’ve already approached a couple of investors and they had huge interest within a couple of minutes as the products sells itself but, to be honest I have no idea if they actually are who they say they are: for whatever reason they were just using me to find out about my idea or when i told them about word of mouth marketing they didn’t really get it at all and have a very traditional mindset
Anyways Rich, all I need is few minutes of your time… the products sells itself with a minute or two of educating you with a few pictures and it totally resets the buying criteria for the whole industry. Seriously, that is how powerful it is!
Jules
nilsenj@gmail.com
i’ll have janine contact you – be ready for a 10 minute appointment.
Hey Rich,
Biggest take-away in building upon my past success was the thought to give myself some credit for the work I’ve done so far.
Part-time ‘online’ for 6+ years, now full-time the last year. Got an office and a few employees. Not too shabby.
I routinely discount almost every achievement, finding fault, flaws and this in turn makes me reticent to toot my horn about the great work I & my company do.
So thanks.
To expand upon, something I inquired about a few posts ago. How do you know if you’re Jordan and you’re playing baseball when you should be hoopin’ it up instead?
It came to mind when I went back to the “Final Chapter” and your conversation with Masterson about your initial market not being big enough.
To put it into context, as my company has grown, lots of different opportunities and markets have opened up. New services have been thought up as we explored our customer’s needs. So there’s more games we can play, basketball, baseball, karate….etc ha!
Yet I’m being advised to specialize in one niche that we do some work in, and the clients are great, reliable and have money, yet the niche feels really, really small.
6k-50k prospects in the country total.
Am I pulling a minor league MJ?
Many thanks
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.
Rich,
Thank you for the reminder of the point you made in The Missing Chapter about using your strengths especially as they are demonstrated in the past. The biggest take-away then is the relationship of one’s past, the education, experience, accomplishments, etc, to proof that one should use in connection with one’s offer.
It would help me in future posts to know just how extensively we should be using our strengths as reflected in our pasts. Do we use it for Proof of our offer only, or should it play a role in our product selection, offer, content, VC, etc?
Keep up the good work.
Curt Siemers
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.
Okay quick reply from my iPhone,
It seems your posts are getting better and better as the days go by rich,
I’m digging this daily posting stuff alot!
Each day we don’t know what’s coming
But each day we get a great supprize and for that i keep getting these AHA moments all the time … It’s fab!!!
… I LOVED your post today,
But more so, I’m extra excited about tomorrows post as upto now I really wasn’t that focused on my past students success stories for my new launch of my program cos of this new FTC law,
I’m not sure of the way to go using what you say is the game changer!
So ofcourse I’m looking forward to reading what you have to say on this subject:
an offer built on past proof = trust which = more sales
So if this is okay
My question for tomorrow is:
How much proof would you share in pre-launch and how much in launch and most of all
how would you use this proof
So it was super effective
But fitted it within the FTC guidelines.
as you said this factor of proof can be used for the little guy or big guy too
as long as it’s used with leverage and action right
So anyone can used it
Even from the very start
Infact I recommend this to all my students – start with your pain right now to create empathy with your readers
(you can tell rich schefren is my mentor right :-)
Any how – back to tomorrow post:
as they say the proof is in the pudding (pun not intended)
tomorrows lesson will be a huge marketing lesson for anyone online trying to start out who doesnt think they got the chops to start becoming a success
For the commen reason no one will “love” them for who they are and what they will provide?
I remember being in those shoes myself and thinking I could never create my own products – what would I create?
My story (quick format)
I started small – I planned big
I got a mentor
I leveraged every move from
Selling on eBay
To teaching how to sell on eBay
To having to learn Internet marketing to sell my eBay training
To learn list building
Then email marketing
Then onto …
Creating free VC offers to build list of targeted readers who knew liked and trusted me who read my story within
My free ebooks
Then i become good at it all and made good monthly income online selling information,
Then i opened up a coaching program teaching all my methord I learned
Sold a TON of spots from the marketing lessons rich taught me inside his GPS coaching program.
Which ROCKS !!!
So now Here we are in the present
And I’m here learning how to use my past proof in my marketing to create more trust to gain more students to create more success stories in order for my company to become remarkably great at online marketing and coaching
That statment is full of leverage points from the start that I will use over the next few months to move from a 6 figure company to a 7 figure company.
(it’s all layex out in today’s post)
Man it took time to get here but it’s been a fun ride since the early eBay days :-)
Okay
I’m done … Fingers gonna fall off tapping this iPhone
Excited to continue this journey
Thanks
Alex
hey Alex,
I’m loving ur input to these blog posts. good stuff.
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
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….
Hi Rich. Thanks for your blog. I had one of the worst days ever yesterday and lost a lot of faith in my abilities. When I read this, it reminded me of all the past “proofs” I have at being successful. I’ll start incorporating that more into my marketing materials as well.
Tomorrow I would really like to see more ways of showing the market my “proofs.”
Thanks very much for being devoted to your blog readers. I love the photo of the sunrise!
sorry you had such a bad day kim… hopefully today is better.
i did what you asked – read today’s post to learn more.
Hi Rich,
Another great post.
One minor request though… I read these posts on a Netbook thus the screen is obscured by the slide-up ad at the bottom of the screen. The “close” X is not visible as the ad seems to be a fixed width, i.e. it’s way off the right of the screen. Please could you change the ad to disappear after a fixed oeriod of time and/or have it recognise the screen width and resize itself accordingly?
I see the same issue when I use my 1024×768 screened Thinkpad.
Doesn’t matter if I use Firefox or the dreaded IE.
Thanks and best regards,
Jeremy
i will ask technical support what can be done – fingers crossed….
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
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
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. :-(
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.
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.
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.
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
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.
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.
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?
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!
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.
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? :-)
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
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.
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
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.
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
hey thanks alot cezary!your thoughts are are very realistic and have proofs and trust on ourselves is the main factor of success.thanks
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.
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…..
Are you REALLY, TRULY, writing on the beach?!!
Of course!!! Why would I make that up?