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Marketing Is
Everything...
Here's Why.
By Jeff Paul
Instant Profits Lesson #1
From the
first day you got into business, you were taught that knowledge
about technical aspects of your profession whether retail,
professional or tradesman, was what you needed to know to become
successful.
That your
"professionalism" and "knowledge" and "hard work" will be the key to
success.
That
people will come to you once they hear about how "good" you are.
Your
training by your company, franchisor, home office or friend or
family, probably consisted of showing you how to make coffee, the
various products available, when breaks are or where the phone book
was for making cold calls if you’re a salesman.
You may
have been given instructions about "personal promotion," how to
"look professional", and other image building techniques.
All kinds
of information about how to be a good businessperson or
entrepreneur.
You were
probably given the age old "wisdom" that says if you build a better
mousetrap, the world will beat a path to your door!
"Yeah,
right!"
Let's
speak honestly to each other.
As you
read through this program each lesson, you'll see that I'm very
blunt and candid. I don't pull any punches. I'm not going to tell
you what you want to hear, only what I know to be the truth.
But not
my opinion on what is true or not. No, my opinions are just as
worthless as anyone else's opinion when it comes to making money as
a business owner, entrepreneur, salesman etc....
Rather,
I'll be giving you information that is based on years of experience
and results!
See, I
don't want you to think that I'm in love with these ideas you'll be
learning because I made them up, or because I'm so smart...or
anything based on my ego.
In fact,
I've been beat up so much that basing my suggestions on anything
other than proven winners is just not going to happen.
I wanted
to get that out of the way up-front, so you know that I'm coming
from a place of doing as much as I can to help you make more money,
enjoy your business, and feel the power that comes from success and
a high level of self-esteem.
I really
feel good when you not only make more money...but gain the inner
peace that comes from having a great feeling about yourself and your
life!
And as
crass as this may sound...getting clients without suffering through
tortures like expensive and bogus yellow page ads, cold calling,
knocking on doors, sending out ineffective letters or begging for
referrals is the best way I can help you feel great!
Which
brings me to my first, and possibly, most important point:
Knowing how to get
clients, customers or patients is infinitely more important than any
other knowledge you may attain!
That's
it. I've never known any way to make my business (and thus, my
personal life) better unless I have a constant, never-ending flow of
prospects and clients, customers or patients who've all called me,
wanting to do business! I know that this statement gets some people
upset. That's not my intention. All I'm trying to do is make the
point that until you grasp the fact that you are not in the
plumbing, carpet cleaning, financial services, grocery, legal or any
other business...but rather in the:
MARKETING OF THAT
PRODUCT OR SERVICE!
That's
the bottom line.
In fact,
no matter what business anyone is in, they are really not in that
business! They are always in the marketing of that business!
And
you're no different.
Until you
change your psychology to accept the fact that you are a marketer
first, business person second...you'll never make the kind of money
you want to make.
This
acceptance as your role of a marketer is paramount to changing the
size of your bankbook and gaining a measure of success otherwise
unattainable.
Let's
face it, in any business...and yours is no different...the best
marketer wins!
Period.
End of story.
And this
unbreakable rule has always been true and will always be true. He or
she who markets best, gets more money!
And, of
course, I am not implying that you should just market better and
deliver substandard products or services. No way.
Not only
must you be the best marketer, but you must also be the best
business you can be as well. People deserve the best.
But, and
this is the big but... it doesn't matter if you're the best, if you
have no one to talk to except your coworkers and your family!
They're nice enough, I'm sure...but they aren't a substitute for
clients!
Getting
clients is the name of the game, and marketing is the mechanism that
gets clients!
Now, as
you move through this course, keep in mind that the kind of
marketing we're going to teach you is very, very different from
anything else you may have seen or heard of.
We're
going to teach you how to get responses and clients...without
becoming nauseous or wasting money on ridiculous promotions, product
promotion, refrigerator magnets, cookbooks, or other gimmicky run of
the mill techniques everyone has been trying for eons.
We'll
show you how to make marketing fun! Fun because it's easy, and fun
because it works!
As you
read through this system and learn the marketing techniques we'll be
showing you...you'll find out that there are two ways to market:
Sickeningly wasteful and pushy ways.
Inexpensive and response-oriented ways.
We'll
focus on type # 2, if that's OK with you.
There are
any number of traveling sideshow people who will teach you how to
make cold telephone calls or how to "dress for success" to look
powerful, or how to “write effective ads”. You can learn the type #1
stuff anywhere.
What you
cannot learn anywhere is the type of marketing you're about to
embrace. We teach it because it works and it's fun. It's never
sleazy or obnoxious. It is marketing that touches people's deepest
emotions. In other words, marketing that WORKS! But it is different.
And to
many, being different is the same as being a heretic.
That's
fine, because I'm not trying to impress anyone, nor should you be.
We're all
trying to help people solve whatever problems our product or service
helps them with, not look a certain way for our peers.
Right?
So fasten
your seat belts, open up your mind, and let's start marketing!
After
all, the top companies aren't necessarily better than lower-tier
companies. They don't have better coffee to offer their customers,
clients and patients. They don't take better pictures for the
newspaper. They aren't predisposed or genetically enhanced to be
successful, or richer. And so on.
The only
thing successful companies do better than anyone else is:
Get A Constant Stream
Of New Customers,
Clients and Patients!
Period.
So, let's move on and find out
How To Easily Change What You're Doing To Get
The Results You Want!
Next Lesson
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