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QUICK UPDATE: Since my last post about using process maps for trick or treating, I’ve received a bunch of emails asking how the girls did this year.
Well, it worked like a champ once again. We set out with a specific plan, made our rounds, and came home with the biggest pile of Halloween treasure in the Schefren history.
So everyone’s happy–except maybe Debi. Because I left our sugar-buzzed kids with her while I flew out to Vegas to spend the weekend with Eli Goldratt, the founder of the theory of constraints. (Mental note: send flowers.)
I’ll go into more details about that meeting in a later post (AWESOME experience) but right now, I want to talk about an epiphany I had on this trip…
See, Vegas is the biggest money-sucking vortex on the face of the earth. No other city on the planet pulls more cash from the wallets of its visitors than Sin City.
And I gotta admit–the entire thing fascinates me to no end. And here’s why…
The whole town is one big marketing lesson in itself. Seriously.
Think about it…every hotel, from the ceiling tiles to the wild, outrageous carpet patterns, is engineered to pull your focus to one thing–the profit center known as the casino.
They don’t want you to eat. They don’t want you to sleep. They don’t want you to leave. Just play. Hand after hand, roll after roll, pull after pull. And keep on playing.
From a logical standpoint, it all seems rather silly. Because we know how often gamblers come away winners, right?
But this isn’t logic we’re talking about. This is Vegas, baby. Easy riches at your fingertips. And from a marketing viewpoint, their methodology is BRILLIANT.
Because these mammoth hotels are specifically designed to funnel you towards the casino…and funnel your cash into their pockets.
Front desk? Gotta go through the casino. Elevators? Through the casino. Restaurants? Through the casino. Meeting rooms? Through the casino.
You simply can’t ignore its presence. And the allure of the non-stop action is hypnotic, to say the least.
Soon you find yourself dropping a few bucks on the slots…maybe a couple hundred at the tables. And next thing you know, you’re heading to the ATM for more money–and you haven’t even checked in yet!
Now don’t get me wrong–I’m not anti-gambling. I enjoy the occasional double down or Pass line bet. But there’s a lesson to be had here…
Just like a Vegas hotel, everything in your business needs to funnel towards your profit center. And I mean EVERYTHING.
If it stands in the way of helping you make money, get rid of it. Period. Your time and energy are too precious to devote towards anything besides maximizing your profit streams.
And if you’re sending your prospects anywhere else besides the funnel, you’re wasting their time–and yours. (Not to mention leaving humongous stacks of cash on the table). Simple as that.
I know it might sound a little harsh, but it’s sound business. Because really, if it’s not making you money, why are you even messing with it?
Think of it this way…imagine if one of these monster Vegas theme hotels decided to tuck their casino way back in the corner someplace like a gift shop. Would they be as profitable?
Of course not. They’d lose hundreds of millions of dollars because they’re not funneling prospects into the profit center. And they’d be out of business before you can sing the first few bars of "Danke Schoen".
So what’s the best way to set up a business that sucks your prospects into your own profit vortex with Vegas-like efficiency?
Oh, that’s TOO easy.
On Wednesday the 5th, Brian’s going to show you EXACTLY how to do it the Strategic Profits way…
You’ll discover how we set up different processes to pull in customers and lead them down an ultra-persuasive road to becoming lifetime buyers.
Plus, we’ll pull back the curtain and show you how we streamline the day-to-day business and generate millions of dollars a year in profits.
Ready to hit the jackpot?
And to top it all off, he’s bringing in some very special guests to compare notes with and see how they run their multi-million dollar business like clockwork.
Check out that all-star guest list here.
As of this writing, we’ve almost maxed out the bridge lines. Yes, there’s still a chance you could get on this call, but it decreases with every moment.
So you’d better secure your spot right now before they’re all snatched up.
See you inside…
To Higher Profits
Rich
P.S. I gotta tell you…if I had to choose between automated profits and having to scramble and scrape to make every buck, I’d take the former in a minute…
Automation is the key to real freedom as an entrepreneur. And the main reason we’ve been able to automate much of our business is because of process mapping.
These step-by-step blueprints have had a MAJOR impact on how we do things. I really don’t know where we’d be if it wasn’t for my dog-eared, coffee-stained copies.
Wanna know what’s on them? Tune in Wednesday to find out.
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It would have been awesome to join you guys and learn from the best in the internet marketing world.
I aim to become an atendee in the very near future
Thanks for the metaphor of a casino in respect to the IM world and for that matter the business world.
I am looking forward to call as I have a daily email I send out that doesn’t have any call to action.
I am curious how I will use this in leading people to the becoming a customer.
Darrell
Transilient.net
hey rich,
glad you had fun in vegas man,
anyway a couple of quick things,
thank you so much for your feedback last week
it ment alot to me - so thanks again,
and im excited to hear what wednesdays call’s all about
im sure brian gonna pull out his bag of tricks on the call
no doubt :)
so till then -
- enjoy your day,
Alex Jeffreys
ps - im loving GPS Rich
maybe you should organize a trip for all your students
to go to vegas with you next time and show us first hand
what its like to be a hi roller huh :)
Always like the fresh oxygen being pumped throughout the casinos. Keeps the mind alert just enough to stay awake for 48-hrs straight and mindlessly play games.
Well, look forward to hearing about your time with Eli.
Mark
Ah sin city the epicentre of a great marketing lesson.
Have to say that I am amazed that people love those places but heck great lesson
thanks
RIch
The gambling sometimes lead unhappy for the sustanablity
success of the individual life, I was watching the success people , They do not touch the gambling, but they use effective health program of gambling to up energy to positive,
Its depend on the personality, Sometimes it has possiblity to become the game horic or gambling horic, the other hand
if the human use the effective for the heal or health as perfect
it has became to be solution for something pain,or remove the
obstacles etc.
Now wouldnt it be great if our website ecommerce, freeline ezine/article laden info driven world had the stickiness to keep people there hours on end…… the possibilities are incalcuable.
But then of course we might have to start serving free drinks by cleavaged and harried 20 somethings. Ah yes my friend tough life indeed.
ALL IN …
ok for the call… :-)
Hey Rich,
You are right on with this one -
Not only do you need to cut
out anything that doesn’t send
your prospects to the funnel,
but at the same time, you need
to focus on making your funnel
itself so attractive and sticky
that the prospects want to stay
in there once they get in.
Vegas is great for this too!
Looking forward to the call -
Carolyn Carey
My “Operations Guy” aka my behind-the-curtains-partner can’t wait for this call. The stuff that you teach in your BGS and BAP is top notch and we’re sure this call will be worth the weight in GOLD.
Anyway, do I need to be 21 years old to enter a casino?
Diana
THE GOAL + LAS VEGAS. Amazing adventure! Ha! I agree with your sentiments of Las Vegas. I don’t gamble and I don’t drink often yet I love to just take it all in (and be a bit Vegas for a change if you know my point… even if it is w/my daughter). I will love to hear about your meeting, Rich. On a biz note, do you realize you put TOC & ABC together? I’ve written about that (not you, that these theories and their related methods do not need to conflict) and it is neat to see it in how you write. -Lori
Great metaphor. I just wish this whole business wasn’t so greed driven.
I’m signed up and looking forward to the call tomorrow. Can’t pass up a free opportunity to learn.
Thanks.
Scott
Proven Tactics That Will Skyrocket
Your Internet Marketing Earnings
http://www.achieverslife.com
Vegas is a great analogy. Disneyworld is another. Both are locations that know WHY their visitors are there, and both keep that reason right in front of the visitor at all times.
Remember Planet Hollywood? It didn’t know why people came there. Because the food wasn’t good enough for the restaurant crowd, and the memorabilia wasn’t good enough for the fan crowd. And it failed. The Hard Rock has great food and great memorabilia, and has survived.
Give your customers what THEY want.
Nice metaphor Rich
It will be easy to remember and visualize all the glitter and lights leading to one place. Happy Customers giving me money. GPS is setting me straight on how to do it.
I can hardly wait for the lessons later this week.
Brian has been doing a fantastic job while you were away today. I blocked out time tomorrow for this call because Brian ROCKS when it come to “how do I” questions.
Rich
I’m looking forward to hearing more about your time with Eli Goldratt. I’ve been following the Theiry of Constraints since about 1990 when I first read The Goal, then The Race…
Talk about attract-ive marketing! People sucked into the vortex believing they will get something they really want, or will at least have a blast doing it!
And you mentioned the Bellagio- the dancing musical fountains are another attract-ion, for the sheer joy of the spectacle.
Food for thought for sure! Thanks and will be there as Brain leads the charge.
Vegas as one big, complex and comfortable funnel into which cash pours…
Interesting.
Yeah, how to replicate that online…looking forward to the call.
Vegas is truly a marketing mind-set, they know how to paint the picture and get your money. Next time you go into a supermarket, same philosophy, ever notice where the meat, and milk sections are, naturally in the back of the store. On your way out, you pass by hundreds of items to purchase, and you do with your sub conscious mind set, on many impulse items, on shelfs and endcaps througout your shopping experience.
Same goes for Internet business, invite them in and keep them as a customer for life, with the soft sell.
Warm REgards
RayLanfear
Hi Rich - Yes how true this is. Here in the U.K. and I feel sure that it is the same in the States and for that matter the rest of the World. You only have to take a look at the Mall’s/Supermarket’s as they march the traffic flow past the expensive items to get to the everyday essentials. That means that everyone has to pass the high ticket items twice, on the way in and again on the way out. Sales and Marketing at it’s best. Regards - Graham Price.
Hi Rich,
This is after the fact, I did listen to the
call, it was facinating to see how the guru’s
monitor their business with cash maps and
can measure on a daily basis the workings
of their business, pointing out a problem
that might occur, fix it and prevent it from
happening again. Very interesting.
Hi Rich!
I just wanted to tell you that you’re the best!
You have given me so many tools and examples to shape my business.
I follow and study you every launch.
Thanks for this great site :)
All the best
Rod
I really enjoyed the re-broadcast of the call. Much of it I knew already, but it’s good to hear it again from some successful people. I’m looking forward to see the CashMaps to improve my business processes and systems. http://www.jaucoandassociates.com
I think it’s also a great marketing lesson how much making things ‘Fun’ and exciting helps to get people to loosen up and get sucked in and attracted to something. That’s the main appeal of Vegas, all the entertainment value. The lights, the sounds, the shows, the free drinks, the games and atmosphere. Kind of like your photo of the candy in the blog makes you think of Fun and attraction. How can we make things more fun for our clients and entertain them more? Sucking them in willingly.
Great call - full of good content. It helped me connect a few things that I’d done as a corporate cubicle-dwelling wage slave to my online businesses.
One HUGE problem, though: Delivering on a promised item (the call transcript). I followed the instructions, referred interested people, and waited with anticipation for the call transcript. It never arrived. I got the call confirmation, and the thank-you page showed that the transcript was on its way, but I never got it. I checked my spam folder - not there either. I read a lot faster than I can listen to an audio, so this was important to me.
I saw the page that said:
“Tell Your Friends And Receive A Bonus Gift!
Tell your friends about the ‘Man Behind The Curtain’ call, and we will send you the full transcript of this groundbreaking call.”
Then I entered names & email addresses of people I thought would be interested, and was taken to a page that said:
“Thank you for telling your friends about the
“Man Behind The Curtain” Call…” so it obviously went through.
Now, days later, I haven’t received anything. Nada. Zilch. Gee, looks like I just helped you build your list for free. I feel gypped.
Maybe my “free bonus” got sucked into the vortex instead of the money I might have spent?
David,
Our transcription company is in the process of getting the call transcribed. You should be receiving it via email any day now.
Kristen
Strategic Profits
Thanks! I did receive it and will read it thoroughly, looking for things to implement in my businesses.
Lesson Learned: Always clearly set expectations with your clients.
There were 2 times here when this could have been done better:
1) The call length. I had no idea it was going to be a 2-hour call. Most of these calls last about an hour, and I had made plans for after what I thought was going to be the end of the call… If you let people know, when they sign up (or before), how much time they should allocate for the call, that would be very helpful.
2) If the transcript isn’t available for immediate download / delivery, let your clients know. My initial disappointment could have been completely avoided by a simple sentence saying that the call was in the process of being transcribed and that I should expect it in my inbox by X date.
Hopefully everyone else can learn from this too - every single opportunity to interact with a client can either build or destroy trust, confidence, and the possibility of an ongoing relationship.
That being said, responding promptly to my post and delivering on your promise was definitely a good thing. Going the extra mile and giving some sort of free bonus on top of the transcript would have been even better. ;-)
Hi Rich,
I heard you speak at the ETR conference yesterday, so far you were the best speaker. My background is Internet Marketing and Project Management. I share the same admiration for Peter Drucker and an addiction to famous quotes. Here is a little social “token” for your collection - “The wisdom of the wise, and the experience of the ages, may be preserved by quotation.”
gp
As they say, everything you do either help you or work against you. Especially in business and marketing, it is vital to optimise everything to achieve your objective as much as possible. Now of course devising a way to measure results against actions is crucial.
Great analogy on casino.
Hello. And Bye. :)