44 years on this planet…and 21 years in online business.
I’ve been reflecting on things quite a bit the past week. Must be the fact I’m getting older!
That’s why I sent the “Thank You” email last week.
I appreciate you…and everyone else who has either influenced me or been influenced by me for the past two decades.
Who would I have known a pizza delivery driver from Richmond, Indiana would make such an impact on small businesses around the world?
I’ve been blessed to help thousands of people over the years…some directly and some indirectly through students who have expanded their reach.
I’ve made a lot of mistakes. It often seems like I failed my way to success.
I’m stubborn. There’s no question about that. That has both good and bad elements to it. It means I don’t give up easily, and that has come in very handy with online marketing.
But it also means I sometimes beat my head against a wall before I accept the truth at times.
Here are a few of the lessons two decades of online marketing has finally beaten into me. Hopefully you’ll pick them up a whole lot faster than I did.
#1: Listen to your customers.
Marketing isn’t a monologue. It’s a dialogue.
It’s person-to-person communication.
Let your customers tell you what they want to buy. And after they tell you, pay attention to what they actually buy (both listen and watch because they’re not always sure exactly what they want either).
Keep the lines of communication open. As an extreme introvert, this is hard for me to realize and accept. It would be easier to just continue writing away in my ivory tower.
But you’ve got to listen also.
By the way, if you hit reply on this email, I will get the message. I might not be able to reply to every message individually, but I do read every email that comes to me.
#2: Follow the system before charting your own path.
The easiest way to learn something new is to model someone else.
Follow their system in the beginning for your first measure of success.
Put the system in place as written. See the results. Understand the rules behind it.
At that point, you have a baseline of results. Now test a few changes on your own to personalize the system to you and your business.
Some of the changes you make may multiply the results for your market, but you’ll never know if you don’t follow the system correctly in the beginning!
#3: Become comfortable with persuasion.
I struggled with this one. I didn’t want to sell in the beginning. What if I just help people freely? Gurus say to do that and the money will follow.
I did that…provided free help to a lot of people…and then got messages from them about how they paid huge fees to other people for coaching.
And when I sent out an offer, they complained about me selling out.
But it was no one else’s fault but my own. I trained my list to just get free stuff…and that I wouldn’t pitch.
Offer valuable products and services that deliver results for your customers. Sell yourself first. If you’re not fully persuaded your offers help your customers, how can you persuade anyone else?
And when you know your products will help your customers, you’re doing them a disservice if you don’t make your best effort to get them to buy.
You’re stealing the benefits they could have had in their life by keeping quiet about your offer.
I’ve never seen anyone really breakthrough in their business or their marketing until they become comfortable with persuasion.
It’s a required skill.
That’s why I talk so much about persuasion, conversion, and turning leads into sales inside the Monthly Mentor Club.
And the first bonus you get when you join is a video that shows some of the most common conversion cracks that are sabotaging your sales.