[ SiteMap ]BigJer53.Com | Sooz58.Com | JerSooz.Com | [ Key to Success ]

1. Don't worry about improving your image. Improve your substance.
The world is starved for substance. Most people are working on image.
Few work to improve substance. Those who do will stand head and
shoulders above the rest.

2. Fail fast. Drop losing projects immediately. After trying to find a
solution to a marketing problem that simply didn't exist, Gary Halbert
wrote three words on the white board that most of us were thinking in
our heads: DROP THIS PROJECT! It's not easy to let go of things
we're emotionally attached to, but it's necessary to move on.

3. Most people are self-absorbed. Appeal to their selfish side.
Forget yourpoint of view. It doesn't matter. If you want to sell Johnny
Jones what Johnny Jones buys you MUST see Johnny Jones through
Johnny Jones eyes. What does he want more than anything?

4. If I found the cure for AIDS, everyone would get it.
How much money I make would not be an issue. When you discover
something important enough, the goal is to make sure everyone who
wants or needs it can get it. Shift attention from how much can you
make to how many people can you help. The money will come.

5. NOTHING is risk-free. LIFE is not risk-free.
You're a heartbeat awayfrom a Christopher Reeve moment. If you
can't accept risk, you are living on the wrong planet. What risk can
you take that might alter the quality of life as you know it?

6. Hire experts. Don't even try to do everything yourself.
Especially when itcomes to the most important parts, including copyrighting
and crafting your sales message. Don't spend a fortune on the unimportant
things, then economize on the pivotal items. Know when to bring in the experts.

7. Outspend the other guys. Many businesses do things on the cheap.
Shoestringing and bootstrapping are successful strategies when money
is tight. When money is there, spend it. A business campaign can rise or
fall based on the money behind it. Don't hesitate to invest money,
especially on the important things. If you don't have it, find someone
who does and share the bounty. 100% of nothing is still nothing!

8. You don't want to sell just one million books (widgets, etc.).
You want anyone who wants what you have to be able to buy it. Don't set
arbitrary limits. Find a way for everyone who wants what you have to get it.
You will be enriched in the process.

9. Don't become a student of products. Become a student of markets.
Know your markets better than you know your products. If you fall in
love with your product, it will blind you to reality. Fall in love with
markets. If there isn't a market, reconsider or drop the product. Use the
SRDS, the Standard Rates and Data Service directory to find your
buyers. It's not a cheap resource, but it's vital if you
plan to reach a pool of hungry fish.

10. Don't do LMS "lesser mortal stuff" (a favorite Halbertism).
Delegate everything except your highest value work. If you run out of highest
value work, do the next most valuable work. I you earn $100/hour, for every
$10 hour you spend doing $10 work, you need a $190 hour just to break even.
Don't do $10/hour work or you won't ever reach your highest and best value.

11. Two things get a person's attention and interest: showmanship
and the reason why. To get the attention of the person you're after, a little
theatre will go a long way. Be creative. If you've have an important message and
20 centers of influence, don't send them a letter. Send them a COURIER!

Gain their interest is with a powerful reason why. Why would they, why
SHOULD they give you their time and attention? What's the most compelling
"reason why" you can give that satisfies their self-interest? If you don't know, ask
your buyers.

12. Understand the Triangle of Marketing... copy, message and audience.
COPY is #3, the MESSAGE is #2, and the AUDIENCE #1. Put your focus on
the audience. Make sure you have the right/best/hungriest/rabid audience, or your
message and copy won't ever get seen, heard or read. A mediocre message to a great
audience will always do better than a great message to a mediocre audience. Know
your audience, hone your message, and don't scrimp on copy. Like an interesting
story, good copy gets read.

13. Don't care about what ANYONE thinks. Ask yourself, "So what?"
How often do we hesitate and delay because of what others might think? We
thwart our success and happiness worrying about what other people think.
We don't regret the shots we take, even when they don't work out. We regret
most the shots we don't take. Do what your heart desires. Don't worry about
what others think. So what?

14. Tell your story. A powerful story creates an emotional link.
I call this the E-Link. John Carlton, one of the world's highest paid
copywriters, says personality is missing in most marketing messages.
He suggests we "pinch them in the butt" and tap the passionate sweet spot.
Tell a story. Connect it to what the person can DO (achieve, accomplish),
and how the person will FEEL (the strongest E-Link).

What story can/will you tell?

15. Greedy people lead lives that suck. Enough said.

16. Gun to the head thinking can get you out of a jam or tough time.
If someone had a gun to your head, and to save your life you had to craft
the best message you could, what would you say?

17. There's too much bad news. We can't hear the voices of light.
Cats find the sun spots. They seek the patches of light. How can you be
a source of light?

18. Speak "from down below"... if you want your cred-ability to soar.
Don't speak from your mouth; speak from your pelvis. Imagine your entire
chest cavity as one big voice box. Speak "from down below" and you will
create a stronger, more powerful presence.

(Thank you, Burt Dubin for this little known sage advice used by opera
singers to get the most from their precious instrument).

19. You're NOT in the marketing business. You're in the ARITHMETIC business.
If your arithmetic doesn't add up, you won't have a business for very long. Start counting.

20. You want to sell your products and services to "addicts"...
profound, irrational, passionate, rabid, insane people who buy frequently and
spend a lot. That's your IDEAL buyer. Where are they? How can you reach
them? What will you say to them?

21. 10,000 hours... how long it takes to become really good at something.
That's 2,000 hours per year for five years. It can take doctors and other
professionals twice that long (10 years), and most self-made millionaires
take four times that long (that's right, 20 years is the average time it takes
for self-made millionaires to achieve "overnight" success). You can't invest
a few hours in something and expect to become an expert. There are many
self-proclaimed "pseudo-gurus" who emerge after one or two successes and
claim expert status. Experts hone their chops over time.

What's your expertise? Hone it, refine it and continuously improve it.

Want 24 years of expertise at your side, access to power tools and world class training a mouse click away?

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