Remove The Biggest Obstacle To Marketing Like You Mean It – Daily Video 23

03/10/2011 | Comment

Hi, Rich Schefren here with another profitable drive to the office. Today, I want to take what we’ve been talking about even further about getting inside the minds of your prospects and getting them ultimately to purchase your product or service. Now, Ingor had a great comment. She said, “isn’t this somewhat manipulative at the end of the day.” And the truth is that it is. Marketing in its essence is somewhat a manipulative process. All marketing is. All commercials are. The sooner that you realize that and the more that you embrace it, the more successful you will be. You see, Peter Drucker once said ‘that the goal of marketing is to make selling superfluous.’ And I couldn’t agree more. That’s what my goal is when I market. In fact, every communication can be seen in the context of manipulation. When my kids are trying to get permission to stay up later than their bedtime, they’re trying to manipulate me to say yes so that they can stay up later. When I’m marketing, I’m trying to get my prospects to see that my product or service is the absolute best solution to them getting the end result that they want. Now, what will block you from doing that? Well, what will block you from doing that is if you don’t believe it; if you don’t believe that your product or service is the absolute best thing that they could buy, you’re left in a conundrum. So what’s the way out? Well the way out is to invest the time, energy and effort to actually make your product or service that thing that your prospects would most greatly benefit from so that you remove all the barriers to marketing as aggressively as you can; to getting inside the minds of your prospects and helping them see their problems, their frustrations more clearly and how your product or service is the solution to those problems and those frustrations. You see, at the end of the day, you have to be totally aligned with what you sell and how you sell it so that you really can market as aggressively as you can because you believe in your whole of hearts that it is the best option for your prospects and your clients. That’s why I’ve committed my entire business life to just a few key products that we continually improve and we continually improve the way we market because I believe and actually I more than believe, I know that any prospect, any client, that buys our products, at the end of the day will be more successful because of it. There’s also a test. And I put this test to you, okay, and actually I’ll take my glasses off because it seems like people like that. Here’s the test. I call it “are you comfortable walking in the room.” And what I mean by this is if you were to gather all your customers, all your prospects, all your clients and put them in a room together and they could discuss their experience with your product or service for a few hours and then you were invited into that room. Would you be comfortable walking in that room? Most unfortunately in internet marketing would not be comfortable. I’ll tell you that I’ve been doing a Q & A call for all my clients for the last six or seven years. I am there week-in and week-out and I am never afraid to talk to all my clients in one big room. That’s actually one of the criteria I use to make the decisions I make. So what about you? Are you that comfortable? If you’re not, then you’re probably paying a price in your marketing as well because you just don’t feel comfortable enough to go balls to the wall in your marketing. The solution here is make your product as good as it possibly can be. The key thing that your prospects and clients need and then you’ll remove all the barriers to being as aggressive as you can be, getting inside the mind of your prospects and then getting them to buy. Because in your heart you know it’s the best thing that they could possibly do. So..let’s wrap this up. What can you do now? Well, look at your product and see if you really believe it. Do you believe that this is the best thing that your prospects could buy and if not, what do you need to do to be able to actually feel that way? Once you have that, then you can market like an animal. So to higher profits and beyond, Schefren over and out. Go take action. Go actually build that product and market aggressively and I’ll see you in tomorrow’s drive to the office.

Under the Influence of Attention

09/18/2007 | 36 Comments influential are you? 

Tough question, isn’t it? I encourage you to give it serious thought.

First, let’s define the term to avoid confusion.

Influence is the ability to become a compelling force on others. It is an ingredient of persuasion.

Influence spreads quickly and easily among an audience.

Don’t confuse this with influenza… That’s something altogether different.

Influence can bring greater attention to the influencer as ideas and emotions are spread.

Other times, influence escapes our visible attention. Instead, it is felt –  a silent emotion. It is a feeling that pushes us or pulls us in one direction or another.

What is the greatest influence in your life? Perhaps that’s where you should place your most attention.

Our parents warned us in our childhood about bad influences. They are the kinds that lurk in the alleyways and in the deep recesses of our mind.

Now we are grown and accountable for our actions. We seek good influences, the kind that will propel our business and enrich our lives.

But who or what is providing influence on you right now? Is this influence for the good or is it steering you away from your goals?

Perhaps that’s not so easy to determine, but determine it you must.

Many people think of influence as something that comes with power or money. We see it on display in politics and celebrity culture. We often give attention to those we perceive to have great influence. This is not always wise, but it is quite common.

When we ourselves have influence on others it comes bundled with responsibility. You may feel this as a mother or father. You may know this as the owner of a business or leader of a community group.

As you create and develop your online business, think about the influence you have and what you intend to do with it.

If you have the ability to influence others, how will this realization shape your online business?

Who will you reach with your messages? How will you improve their lives?

As a business owner, each day you stand at the edge of a cliff. The cliff represents opportunity. From your vantage point, you overlook the marketplace. If you could just influence this market, you will find success.

But you are on the edge of that cliff for a reason. You know rewards do not come without risks. If you take a misstep, you will fall from the cliff. Such are the perils of entrepreneurship.

So, what will influence you to take the proper steps toward success? What is the source of influence that allows you to move forward with confidence?

Imagine me as an entrepreneurial traffic cop. I’m approaching your vehicle with this question: Is your business driving under the influence (DUI)? If so, where are you driving your business?

–  Is your goal to influence buying decisions among the marketplace?
–  Do you hope to influence others with your wisdom?
–  Are you intent on using your business influence to improve living conditions in your home and in your community?

In the Attention Age, everyone is an influencer. What makes this age special is that now all of those influencers are becoming networked.

Consider this: Just by writing a blog, I have influence. People see my name; they recognize it and give weight to my ideas and opinions, for better or worse.

By reading a blog and sharing a message with others, you have influence. By linking to this blog and encouraging others to do the same, you help spread the messages that influenced you. You are building a network of influence.

Your comments on my blog have influence, too. I read them, and so do many others. By providing us with comments, you help influence the decisions of online entrepreneurs just like you whom you may never meet.

Your words provide inspiration. Your insights deliver clarity and give others a sense of purpose.

I know they do for me.

So I’ll ask you a simple and direct question to spark some comments:

Who are the greatest influences in your life?

There may be one or there may be 100. Let me know by sharing your comments on my blog.

By becoming a source of information for others, you exhibit influence. That influence may develop into a profitable business for you. It could provide the basis of future friendships. Or, you just may be content in being a trusted conduit of attention for influential information.

Give influence your attention.

Understand its power and impact on your daily decisions.

Commit to positive influences that lead to greater rewards. Your business deserves your utmost attention.  Let the influence on your business be one that promotes growth and brings happiness.

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