July 25, 2008
Enjoy those Yellow Pages examples last week?
Well, I’m on my soapbox now, and if you get my Rant on a regular basis then you’re probably just about ready to bang your head against a wall when you read the subject line this week.
That’s right, I’m back on it…
Building the Herd!
It may seem like a hopeless, loveless, never-ending tirade, but I’m here for the long haul. I care that much!
As I’ve said before, the single most important keys in business is having a qualified, responsive customer base at your beck and call.
It doesn’t matter how good your product or service is if you don’t have anyone to sell it too. Once you conquer this, everything else will flow and you’ll wonder just where the money has been hiding all these long years.
Now assuming you’ve followed the formula, put the market before the product and you’re 100% sure that what you have is what they want - emotion has been plucked and discarded… You now have the somewhat daunting task of creating a list, or “herd” that you can sell to over and over again.
If you’re anything like a lot of my clients out there, the prospect of actually stepping out into the market is a little overwhelming.
We’re bombarded everyday of success stories from the next ‘New Rich’ - internet gurus earning $50,000 a month from home with little start up, who 12 months ago were flat broke. We hear about them, it sounds easy, but have no idea of how they did it or how to get started.
Well, I’m going to let you into a little secret…
The secret behind the success of 90% of businesses.
The Money is in the Herd.
Once you have determined a market and a product (Click here to get a step by step guide if you need to work from the ground up) then you need to build a responsive, qualified list of hot prospects ready to do business with you at any given opportunity.
That’s where the real money is.
There are literally hundreds of ways to build your list fast, but here are just a few.
GIVE SOMETHING AWAY FOR FREE
It amazes me how much people spend on creating a new business and don’t allow it into their marketing budget to actually let people experience what they have to offer. It’s widely known that we’re 80% more likely to have repeat business with a customer, than get a new customer… So why wouldn’t you use this to your advantage?
If you’re a bricks and mortar business then give something small away, for a caf?, a free coffee or as my daughter does in her pizza shop, a FREE PIZZA valued at around $17.00! Do you think she’d be doing this if it didn’t create a line-up of new customers at her door each night wanting to buy?
If you’re in a service industry, give away a FREE AUDIT, Joe Polish, the Carpet Cleaning magnate in the US made his fortune based on a simple one page audit that he offered clients for free simply to get a foot in the door and a chance to meet them.
You can bet that a good percentage of them took him up on his services after that, especially considered he was the only one balsy enough in the industry to be making such an offer.
If you’re an info marketer, you’re even luckier. You can give stuff away for FREE that is almost FREE for you to make happen! If you’re selling an e-book, give away the first chapter as a download or an interview with you on the topic.
Your aim here is to be build rapport with the client and get inside their heads. Once you have captured their details (which you do when they take you up on the free offer, of course) then you can market to them for life.
JOINT VENTURES
Archimedes said “Give me a lever long enough and I could move the world” and the same goes for Joint Ventures.
If you apply the right leverage in the right place at the right time, amazing things are possible.
The key to a successful joint venture is finding a partner, preferably with a big list or customer base, that offers a product or service in synergy with your own.
For example, a hairdresser could do a JV with the shoe shop across the road, a naturopath could work with a massage therapist, a graphic designer with a web developer…the list is endless.
If you’re just starting out and need to build your list fast, then you might need to bight the bullet and pay for the privilege to do this. If you’re sure of the quality of
the list you’re getting and the match to your service or product, then this can be a great kick start.
What do you send them? Your free offer of course!
SPEAK ON YOUR FEET
If you want to catapult yourself to fame and fortune and build a list seemingly overnight then you can’t beat standing on your feet flapping your gums together.
This single skill catapulted my success exponentially. The opportunity to speak on other peoples’ stages, in front of a hot and heavy crowd that they’ve put there for you and get paid to do so is invaluable.
Not only will you get great list building opportunities if you do it right, but you can make a bucket load of cash in the process.
There are literally hundreds of ways to build a list from scratch, and plenty of great material out there to show you how to do it.
One word of caution though. SPAM is the enemy of all people. Only speak, email, blog to people when you have something worthwhile to say.
Remember, you want to be an invited guest, not an unwanted pest! Although there is great potential to build a list to keep you financially secure for the rest of your
life, you can also burn the bridges very easily if you abuse the privilege.
To leave you with the words of the late great John Lennon:”I’m going to write myself a swimming pool!” With a well built herd, you’ll be doing exactly the same.
All the Best,
Mal Emery
July 18, 2008
In case you haven’t realized, in most states it’s Yellow Pages time again… Now, I am a big fan of the Yellow Pages, if your prospects show up there looking for your product or service.
So if you’re wracking your brain trying to create the best ad to gain maximum attention and bang for your buck, or even worse, just going to use the same old wornout ad that hasn’t ever really got much attention at all in the past, then here’s how to do it.
This week I’m going to get down and dirty, to uncover the nitty gritty art of writing powerful Yellow Pages ads.
The results I have achieved from Yellow Pages advertising, by using the following simple but powerful strategies, speak volumes for themselves. It’s true, those results have indeed been nothing short of amazing!
Like all media, there is a right way, and a wrong way.
Now, settle in for a quiet, focused read. I suggest you also perhaps pick up a copy of the Yellow Pages and have a ‘flick through’ as you read this. Though much of what I talk about will strike you as common sense, there will be points I make which stretch you a little. Well, it must be time to venture out of the ‘comfort zone’.
Let’s face it, your ad in the yellow pages costs the same, whether it pulls 1 sale or 100. So, how do you make it pull like crazy?
And… why don’t the ad agencies of the Yellow Pages gurus explain this stuff to you?
The truth is that they don’t know about it and they don’t know how. And it’s not their fault, they just don’t understand Emotional Direct Response Marketing & Advertising.
Now even if you’re not placing an ad in the Yellow Pages, you should still listen carefully here, because the following information is going to apply to any ad you write. Whatever it is, you MUST:
1. Have a Bold Headline at the Top of Your Ad
Most people put the name of their company. But this is not the White Pages telephone book, it’s the Yellow Pages and what we want is people to choose us when they’re looking for someone to do business with. So don’t waste the only chance at a first impression that you’re going to get.
2. Have Lots of Copy
Your ad can never be too long, only too boring. Write about the benefits your client will enjoy by doing business with you. What’s in it for them?
3. Make it Look Like an Editorial
Teach people something and position yourself as the expert in your field.
4. Include bullet points, testimonials from happy clients, and a photo of yourself or your front person.
This is what I am always raving on about – giving your prospects proof of what you say is true! Show them that you are a real person, who is passionate about doing a good job. This is a much more effective way to get their attention than a business name and number
5. Use a white background, black print and red spot colour
There are no exceptions to this rule, except for photos. Dare to be different! Grab their attention!
6. Yes, the size of your ad will multiply your response by 4 times.
The Bigger the Better! As before, stand out from the crowd!
By the way, if your Yellow Pages rep tells you your headline is too big, there’s too much copy and not enough yellow space and you need to put your company name on the top… that’s great, you’ve got a winning ad!
All they know about, is traditional advertising, NOT Direct Response advertising. And since direct response type ads very rarely appear in this media, the Reps do not understand them and assume they are “bad ads” insisted upon by misguided advertisers.
…Size!
Unlike any other advertising media, in the Yellow Pages all advertisers are limited to the same maximum size; no matter how much bigger or richer your biggest, richest competitor is, the biggest ad he can buy is a full page. So the playing field is restricted and relatively fair. This means that if you choose to go with a big ad, you will automatically appear as “big” as any other advertiser, to your prospects.
Look at two of the big ads in your Yellow Pages directory – can you tell by looking which is the bigger, more successful company? No. One could be the largest international conglomerate in the category, the other could be a one-man operation, and you can’t tell which is which.
This, plus a favourable position, are the two most often voiced arguments for buying a big / biggest ad, and they have validity.
There is also sufficient statistical and case study evidence to satisfy me that in general, when you double the size of a Yellow Pages ad, you do not just double the response; you triple or quadruple the response!
However, here’s the caveat:
Bigger / Biggest size only works to your greatest advantage when you have a strong sales message to fill the space! If everything you have to say about your business fits on a business card, just enlarging that to fill a full page is a lousy investment.
And to add to this point, you do NOT need the biggest ad to win big… Message is MUCH more important than size. But I prefer both size & message.
The Most Important Thing You Need to Know About Creating Your Advertising Message
Your logo and your company name, those things that are recognized easily by your customers, are of minimal importance in Yellow Pages advertising. Using your business name as the ad’s headline, for example, is a complete, utter and ignorant waste of space.
Here’s why:
FACT #1: 60% of those who consult a category in the Yellow Pages, have NO company in mind. They are not looking for a name they already know. They are completely open-minded. They are there to be sold.
FACT #2: Of the 40% who do know a business in that category, a third are willing to be swayed from the one they already know about to a different one. In total, 6 out of 10 are fair game for you.
FACT #3: You will not attract/convince these 6 out of 10 with your name, logo, or cute slogan.
WARNING: Some experts will advise you against mentioning service, guarantees, warranties, etc. and will advise sticking just to ‘basic facts’ (the same ones everybody else provides), such as location, hours, phone number, etc. This is very, very bad advice. They are creating an over-sized business card! You are supposed to be creating an AD to get your prospects attention and convince them to choose YOU. Talk to 6 out of 10 “in search of someone to trust” and tell them why they should choose you versus all the other advertisers.
The Most Powerful “Secret Weapon” Of The Yellow Pages Advertiser Who Gets Extraordinary Results!
In all other types of advertising, most pro’s acknowledge that 70% of the battle is won or lost with the headline. Yet, incredibly, unbelievably, 99% of all Yellow Pages ads, do not have a headline! They replace it with the business name, a cross-street location or nothing at all…
When you put a benefit-driven, attention getting headline on a Yellow Pages ad, you instantly gain a profound competitive edge over most, maybe all the other advertisers in your category!
To demonstrate what I mean, I have prepared a special something for you. The following are 2 examples of recent ads my team have created for clients…
So there you have it. All the information you need to dominate your category in the Yellow Pages – that is, if you’re game enough to do something different from the crowd and actually get your prospects’ attention! Be game, be bold… and reap the rewards!
Alternatively if you’re interested in having your ad “done for you”, I can highly recommend the services of a trusted colleague who knows the game…
Dean Kennedy can be contacted at yellowpages@deankennedy.com or on (03) 9372 0055.
But be warned… If you follow my advice you are going to get very busy, very fast!
Best regards,
Mal Emery
July 9, 2008
Over the last seven weeks we’ve explored one by one my personal “Speed Wealth Secrets”. Hopefully you’ve taken heed and realized, with a few small tweaks and re-adjustments, you can catapult your success immeasurably.
Now that you have the big rocks in place I’m going to start giving you the pebbles to place in-between. If you study, and more importantly implement these strategies you’ll create a solid foundation that will see you (unless you bugger it up) as the maven in your niche.
These days it’s not enough to believe that you have a great product or service to offer. No matter how many of your friends tell you you’re on to a winner, or your mum lathers you in golden child praise, unless your customers know WHY what you’re offering is the best, then sadly, all the ego stroking in the world won’t be enough to save your business from pushing up daisy’s in a few short years… nay months. I’ve seen it happen, believe me, tomorrows next big thing can become yesterday’s news in the blink of an eye.
Obviously if you’ve been taking notice of my rants over the past years, you won’t have this problem, as you would have already found your customer base before creating your product, so in my best guess, the reason why such a huge percentage of businesses fail in the first 5 years won’t affect you… RIGHT?
So, assuming your product or service has a market place, and unless you’re the only one with such a unique offering, have secured your spot on Oprah and are already counting the coconuts on a tropical paradise somewhere then you need a strategy to leverage yourself above the competition. To stand out from the other businesses doing what you do or offering what you offer. Remember, to them you are no different.
There are multitudes of ways to differentiate yourself, the keys being the last seven “Speed Wealth Secrets” I’ve shared. (If you missed out on them visit www.RebelliousRant.com) but to catapult yourself to true celebrity status, there are a few more strategies you can make use of… one of the most powerful is to become a published author.
Now this may seem like a daunting task, but let’s look at how you much leverage this could give you:
- A published author has instant credibility and trust. Authors are elevated in our minds instantly as gurus or mavens in their industry.
- You can use your book to get publicity on radio and TV, send a copy of your book and suggested interview questions and you’re away if you can wrap a good story around it.
- Send a copy of your book to potential clients, if they’re tossing up between two suppliers, you can bet that you will leap frog your competition with this instant credibility giver.
- Throw your book in as a bonus with your product to add value.
- Break your book up into sections to create enough newsletter content or mini-eBooks to last 12 months.
Are you starting to get the picture? Now you may be thinking… sure…just throw a book together, that’ll take me at least two years and then some, but here are a few tricks of the trade that can see you pumping out a book in as little as one day.
- Buy the ‘Private Reprint Rights’ to a pre-written book in your niche. This allows you to change the words and cover etc… to whatever you like, but the majority of the work is done for you. Alternatively you can publish it word for word and write the forward which gives you the book without the work.
- Compile all your thoughts and notes together and then hire a ghost writer to put it down on paper for you. You can pay between $2,000 - $50,000 to have this done by a professional writer without having to hardly lift a finger. If you’ve ever wondered how celebrity authors publish do many books, the Robert Kiyosaki’s etc… then here’s their little known secret- that they don’t actually write it all themselves.
- Another neat trick is to simply talk into a little voice recorder and get it transcribed, voila… book! this is great (especially if you’re like me and are a one finger typist) because you can write down the structure of your book, chapter headings etc, then just fill in the blanks. Dictate a chapter a night and in a week you’re done!
So, if you’re looking to get the edge over your competition, and gain instant celebrity status along the way, then start planning.Anyway, it’s a nice feeling to see your book staring back at you from the bookstore shelf too!
Best Regards,
Mal Emery
P.S. If you’ve missed any of the seven wealth secrets, simply go to: www.RebelliousRant.com
July 5, 2008
The truth is money is made mentally long before it’s physically collected.
I think it was Prosperity Preacher Reverend Ike who said “People have more hang ups about money than they do about sex.” And I think it was Zig Ziggler that said “Hardening of the attitude is more dangerous than hardening of the arteries”. Either way, the message is the same.
If you ain’t got it, you’ve got to look at your thinking. Most people however prefer to take the easy option and blame the education they didn’t get,
the parents they had, the government of the day, inflation, in fact blame anyone or anything that is handy other than themselves. We have bred a society keen to abdicate responsibility for anything and everything: money and success is high on that list.
“How to Make $100,000 in the Next 100 Days!”
Immediately, most people who read that headline will dismiss it as being impossible to achieve. There is a very good reason for that. It’s because most people make the mistake of equating money to time.
At a glance, there is a good reason for this type of thinking. After all:
- Most workers get paid by the hour/week/month
- Taxes are paid by the year
- Most bills are charged monthly or quarterly
So to make that sort of money in 100 days you need a different paradigm. The new paradigm needs to be:
Stop thinking in terms of time and start thinking in terms of IDEAS, VALUE AND MARKETS because clearly there is no labour you can do to make that sort of money. There is NO Dollar coin in circulation that wasn’t FIRST BIRTHED IN AN IDEA that then is distributed through manual labour.
The fact is I and some of my rebellious clients and associates have done even better than the headline I’ve described and made $100,000’s in an hour, a week, a month.
Of course there is a very good reason why they don’t teach this at universities. The most obvious is they don’t know how to do it and as a consequence can’t teach it. The next problem is they have a bias against the concept. I could make a certain bet that I have made more in an hour than my teachers ever made in a year allowing for inflation.
OK, so you’ve read this far. If you want to make the sort of money I’ve referred to here, there are four things you’ll need to do:
1. Become a student of making money fast. Immerse yourself in it
2. Study and devote time to the process
3. Look for PRINCIPLES in the successes and stories of Masters
4. Immerse yourself in the PRINCIPLES of what works best
Although at a glance Donald Trump and Sam Walton are very very different individuals, in fact in a lot of ways polar opposites, it is the PRINCIPLES and the COMMONALITIES they both share that you need to focus on MOST.
Until you figure this out for yourself you should eat what these Masters eat, walk like they walk, talk like they talk, just in case that’s “it”.
You Can Divide the Population Into Two Chunks - One Has Got the Money, One Hasn’t, and the Latter Meekly Forfeit Their Right to Complain.
As I said, you can divide the population into two chunks. Those who search, hunt and ferret out the information they need to rectify whatever is ailing them, and those who simply don’t. About 5% of the population are in one group and 95% are in the other. In a financial sense, 5% of people do very very well and 95% never achieve a satisfactory level of independence and wealth.
Is this a coincidence? I don’t think so.
Iron clad proof the deciding factor in achieving financial success isn’t really education. Formal education alone won’t do it for you and the myth that it will, has held many people back. I myself was told, when I first began striving to ‘change’ my circumstances, that I didn’t have the necessary tertiary education to facilitate the changes I wanted to make, so it would have been easy not to even try.
I do know a lot of people with advanced tertiary degrees who are no better off than those who lack similar qualifications. On the other hand, I know and work closely with a lot of people who continued their formal education no further than high school,some who never even finished high school, who have started, built and own highly successful businesses. Some have made a fortune in the stock market, some have even used real estate
as their wealth creation strategy.
These high school drop outs make $100,000 or more a year, although being a high school dropout is not a pre-requisite!
The difference is acting on Information!
More specifically, the getting and using of information. What most people don’t seem to grasp is that it’s a behavioural difference, totally and completely within your control, regardless of your financial circumstances, tertiary background, where you live or the business you own.
Hopefully, you are in or striving to be part of the 5% and I congratulate you on that choice. Many however opt for being in the second group, but by doing so they forfeit their right to complain. If you are striving to improve your situation I can promise you the steps to mastery are NOT shrouded in mystery as so many mistakenly believe. There are NO secrets. But there are ways to accelerate the process and your progress through those
steps, notably, mentoring and modelling.
There is a radical underground in the entrepreneurial world. There are things we know and discuss sparingly and cautiously with one another, but rarely with outsiders - because what we know so diametrically differs with what the overwhelming majority believe about money, success and independence that we risk some retribution akin to witches being burned at the stake for blasphemy.
If you think of this as simply ‘hype’, as one piece of evidence, I’ll mention that many of the very rich entrepreneurs I hang out with and work with have, at one time or another, literally been persecuted by their peers and their particular trade or professional associations for too radically challenging the norms of their industries. I am inviting you into this ’secret society.’
Of course, most of what you may read or hear elsewhere about ’secret societies’, secrets, and insider information is unadulterated, stinking rubbish. And I’m not actually talking about some formal, institutionalized secret society here, with it’s own handshake, password and blood oath. What I am talking about, is a fairly sizeable group who make their large incomes and create their wealth in opposition, in many ways, to everything
you’ve ever been taught or told about the subjects of ‘money’ and ‘wealth’, and who make their incomes and create their wealth more easily, with less struggle; more pleasurably and more independently than 95% of all business people.
In short, they have and use a radically different ‘rebellious’ blueprint to most. For the most part, how they do what they do goes unnoticed, not understood, by those around them. And there’s - we’ve learnt, often the hard way - there’s no benefit from attempting to enlighten friends, family or peers. In fact, doing so is, at best futile; at worst, dangerous. I should know, I’ve tried! Over the past 33 years, I’ve associated with and worked very closely, for long, continuing periods of time; with numerous entrepreneurs I now describe as REBELLIOUS ENTREPRENEURS.
- To my knowledge, all are first generation success stories,
millionaires and multi-millionaires.
- Almost all started and built businesses from scratch.
- Most have focused on ‘rebellious’ business ‘models.’
- They also have very little in common.
The point is, while they have very, very little in common, the few commonalities they do share are critically, vitally important, profoundly significant, and when understood, contribute majorly to their rebellious status.
It is a huge myth, and major barrier to success, that the entrepreneurs with the biggest incomes and greatest businesses are somehow ‘gifted’ or ’super-human’, and possess ‘powers’ or ‘luck’ denied most mortals.
Here, let me simply say there is absolutely no inherent ‘power’, intelligence or other advantage possessed by any of these people that you, too, do not possess. If you spent as much time with as many rebellious millionaire and multi-millionaire entrepreneurs as I have and do, you would be SHOCKED, and I mean, SHOCKED - in many ways - at how ordinary, even boring, they are.
YOUR MISSION - should you decide to accept it, is to get perfectly, totally in sync, mentally, emotionally, strategically and behaviourally with these Rebellious Entrepreneurs, so that you too can enjoy their results.
Best Regards,
Mal Emery
P.S. If you’ve come to the inevitable conclusion after reading this, that you want more, and that you believe what I do can help you get where it is you want to go, just as it has for many of my coaching clients, AND you know you’re the right person at the right time to be receiving this information, and you’re absolutely committed to doing whatever it takes to change your situation, whatever that means for you…
Then to find out more about my coaching and mentoring programme, simply go to:www.platinum2mastermind.com
June 27, 2008
If You Want Your Phone To Ring, Your Advertising Must Get People’s Attention, and Arouse Emotions!
Here’s a 5 step advertising TEST you should put all your marketing and advertising through NOW.
1. Get Attention!
2. Arouse interest and emotion.
3. Tell an interesting story in a believable way.
4. Offer an incentive to take action, NOW.
5. Ask for action, and make it easy for people to do it.
The first, and most important, step is to get attention. Your advertising will not stimulate responses unless it gets read. It will not be read if it is not noticed. And, it will not be noticed unless it Gets People’s Attention! In fact, 80 - 90% of the success of any ad is the direct result of how well the headline gets attention!!
If you don’t believe me, go look at “People Magazine”, “Redbook”, “New Idea”, “Woman’s Day” and so on. In fact, here are the headlines on the current Redbook magazine which I subscribe to from the US.
- “Attention Multi -Taskers, Are You Addicted To Stress?”
- “Sex, Have More Fun In Bed! 19 Moves To Try Tonight”
- “Health Mistakes, You Can Fix Them Right Now”
- “68 Ways To Look And Feel Your Very Best”
- “Will He Cheat? 7 Tell Tale Signs, Plus What Keeps Couples Close”
Warning - what you’re about to read may shock you!
Whether or not you read, like, or even approve of any of the publications we just discussed, you’d have to be blind to get past a magazine rack or grocery checkout line without at least noticing these covers and attention-grabbing headlines. Can you say the same about your advertising?
Are your advertising messages exciting or boring? What do your business cards, marketing letters and brochures look like? Are you really saying or doing anything different from anybody else???
Every month, the editors of all these magazines and newspapers do everything they can possibly think of TO GRAB YOUR ATTENTION! While you may not agree with the pictures or underlying messages, millions of these magazines are sold each week because emotions stir up more sales than logic ever will!
The biggest mistake you can make in marketing is to use a straightforward, “professional” approach that attempts to appeal to people’s sensibilities. Yet, over 95% of all businesses and sales people make it over and over!
Logical advertising is dead advertising. Emotions are what motivate people to take notice and respond. If your advertising is boring, it won’t make money!
Now stop for a moment and think. Think about your advertising. Think about your company’s advertising. Think about the brochures you give to people. Are people beating down your doors and ringing your phone off the hook to get to you because of what you do, the titles you hold, or the colourful brochures? Typical “business card style” advertisements that many businesses use to get their name and phone number in front of the public.
If you want to get people’s attention, you have to be saying things that will actually get their attention!
Well, there you have it. 7 vital Wealth Secrets that will bring you great success if you exploit them properly. Remember, I told you at the start, that my 7 Wealth Secrets wouldn’t be worth a cent to you if you’re making 1 critical mistake that most people make.
More about that next week… Keep an eye out for:
The 1 Critical Mistake that is Keeping You Stuck!
Best Regards,
Mal Emery
P.S. To learn how to quickly and easily turn your old and boring advertising into irresistible sales copy that automatically grabs the attention of your prospects and increase your sales massively, check out my Killer Copywriting Course at my webstore at http://www.malemery.com
June 20, 2008
EXPOSED Millionaire Wealth Secret #6
Money Back Guarantees and EXTRAORDINARY Money Back Guarantees
In the 1830’s, Cyrus Hall McCormick invented the world’s first mechanical reaper, a machine with the potential to improve farmers’ productivity ten-fold. Despite McCormick’s best efforts, he was unable to convince local farmers of the true benefits of this amazing piece of machinery. His sales were virtually at zero for nine years, his machine waiting in the barn for a flash of inspiration.
McCormick battled on, until one day he discovered this little known, under used wealth secret.
He decided to offer a written, money-back guarantee on the reaper. Sales skyrocketed, and McCormick went on to become one of the wealthiest men in America.
An EXTRAORDINARY money back guarantee has the power to catapult you above your competition and cut through the advertising clutter to sparkle in front of your target customers.
Here’s another example…
This is a story of two brothers and the struggling little business they started to pay their way through University. With business dwindling, finances spiraling downwards and study slowing losing out to long nights of labour, one of the brothers chose to opt out, taking with him his share of the business - a beat-up VW.
The other brother trudges on and reassessed the direction of the business. He put pen to paper one night and came up with the following statement. 13 short words that turned this struggling little store into the empire it is today.
“Piping hot pizza delivered to your door in 30 minutes or it’s free”.
This of course is Domino’s Pizza. Was this brother the first to deliver pizza? No! But he was the first to make such a unique promise and it is history now that this promise totally reshaped the pizza industry. As I said, pizzas were being delivered back then, but they certainly weren’t hot and neither were they there in 30 minutes.
To beat of your competitors and take out the ‘risk of purchasing from you’ from your customers you must have an EXTRAORDINARY Money Back Guarantee.
What makes a guarantee extraordinary?
Well first let’s look at conventional guarantees. A conventional guarantee is designed to alleviate loss to the customer, in the case of a product or service, within certain limits. Straight forward, and the kind of guarantee most businesses offer.
But an EXTRAORDINARY guarantee promises exceptional, uncompromising quality and customer satisfaction and stands behind that promise with a ‘payout’ intended to regain the customer’s goodwill, with few strings attached.
Historically, guarantees made their debut about the middle of the nineteenth century. Though quite simple in essence, by offering a hand written
guarantee with items sold in their stores, two of the first business owners to offer them in the United States, won tens of thousands of customers as a result and were soon among the richest people in the nation.
Apart from the fact that people began to understand that a guarantee assured them of having any faulty transaction reversed in their favour, there was something more about such a guarantee. And that was simply the power of the unspoken message sent to their customers about the way such a company did business.
If they were prepared to rise to so high a standard with their guarantees, they must be very confident of their product and/or ability and it
must be a good measure of how they conducted business in every way. From a fairly obligatory kind of gesture, a guarantee started to be seen as an immensely powerful marketing tool.
So the risk of doing business was reversed for the customer and the reputation of the company prepared to go out on such a perceived “limb” for their customers soared to new heights!
AND something else; by making their guarantees so much more lofty and bold, the companies offering them created new challenges for THEMSELVES and consequently were forced to raise the bar in terms of every aspect of their own business. In many cases, businesses were and continue to be transformed by taking this action.
Better to raise the bar than try to resurrect a company which has already sunk to dismal depths.
Why Offer an Extraordinary Guarantee?
An extraordinary guarantee sends the clear message that the company making it is committed to QUALITY. It promises the customer that they will not be disappointed and that security often inspires a normally hesitating customer to take action and BUY! And it sets the company way apart from it’s competitors.
SOME EXTRAORDINARY GUARANTEES
In his book Extraordinary Guarantees, Christopher W.L. Hart, gives some examples of extraordinary guarantees:
- The First National Bank of Chicago offered a $250 repayment to customers dissatisfied with their loan application process.
- PRISM Pest Control, who serve the restaurant and hotel niche, offer that if a customer sees a pest they’ll pay for their meal and another, pay for their accommodation at the hotel on that and one other occasion, refund the complete premium for the year and pay the their client (restaurateur or hotelier) $5,000 extra!
- L.L. Bean says “Everything we sell is backed by a 100% unconditional guarantee. We do not want you to have anything you buy from us at any time, for any reason, if it proves otherwise”
- Allied Van Lines guaranteed to move customers on schedule or pay $100 each day of delay.
Many such guarantees are unconditional and hold themselves to the highest possible standard; that of the customer!
What is YOUR guarantee? Is it bold? Is it conditional? Will it stand out from the limp guarantees offered by most other companies?
The amazing thing is most companies which DO offer compelling and extraordinary guarantees, will tell you that only rarely, if EVER do they
get asked to honour the guarantee. Even then, they have taken such a huge slice of market share BECAUSE of the guarantee, they simply smile and comply!
So, although it may seem a bit scarey at first putting yourself out there on a limb, just think about all of the EXTRA business you will be getting by offering an extraordinary guarantee of the sort your competitors would never dream of having.
The customer’s will be pounding down your door to do business with you!! And even if one or two claim dissatisfaction and hold you to your guarantee, it will only serve to help you and your staff lift your game… While the rest of the customers cover the cost!
So be brave, and give them the most outrageous guarantee they’ll ever see.
And look out for next week, when I reveal the last and quite possibly the most important Millionaire Wealth Secret - #7 - that once you know, may possibly send your business into overdrive!
Best Regards,
Mal Emery
P.S. Check out my outrageous guarantees for my Platinum 2.0 Mastermind Coaching Programme at: http://www.platinum2mastermind.com/levels.html to see how it’s done… and how YOU can benefit from my coaching RISK FREE!
June 14, 2008
If there is one thing that will multiply your wealth more than any other it’s the ability to create systems within your business to the extent that it will run just as well without you as it will with you sitting in the driver’s seat calling the shots. The secret to achieving the ultimate business and all the benefits that brings is in perfecting the ultimate system - marketing and operationally. So we’re on the same page, here is what the typical definition of a SYSTEM is laid out as:
“A group of interacting, interrelated, or interdependent elements forming a complex whole. A condition of harmonious, orderly interaction.” And I would add, reliable, predictable and consistent.
And here’s the correct definition of a business:
“A commercial, profitable enterprise that works without you”.
Remember Henry Ford’s famous comment when releasing the T Model Ford, “You can have any colour as long as it’s black”. What Ford created was the ultimate system to maximize production and profits.
McDonald’s is another prime example. The system that has been created in the biggest burger empire in the world can and has been replicated across the globe with bounding success. Lasttime I heard, McDonald’s controlled 43% of the burger market worldwide. Do you think the late Ray Krok, the mastermind behind the empire used to flip burgers in every McDonald’s?
I doubt it.
The system that Krok created is perfectly replicatable to the point where they can train 14 year old kids to create identical burgers from China to Texas. The key to Krok’s success was having the foresight and knowledge that the money wasn’t in the doing of the thing, the money was in the
marketing of the thing. Every move that Krok made was to remove himself from the doing, so he had more time to spend on the creating.
As Tim Ferris says in his best seller ‘The Four Hour Workweek’(if you haven’t read it yet, I highly recommend you get yourself a copy), he no longer works in his business anymore, despite it turning over 7 figures. There is not one area that needs his input to run. He acts more like a policeman strolling up and down and keeping check that all is in order, tweaking where necessary. By creating systems for every scenario and stepping outside the everyday operations he is able to concentrate on where the money is - the structure and marketing. Not only this, he’s able to work on these areas when he chooses from anywhere in the world… Hence, ‘The Four Hour Work Week’.Sounds pretty good to me!
The reality is, for ultimate success you must have…
An affordable, reliable, predictable, efficient ‘SYSTEM’ for attracting and servicing an abundance of quality clients and prospects any time you like.
This formula applies irrespective of what business you’re in, provided you do need clients and customers in hoards and what business doesn’t! You don’t need to be a Henry Ford or a Ray Krok! Every single Rebellious Millionaire Entrepreneur I’ve worked with knows this giant revelation to be true and spend literally every minute of their working life on it.
From a marketing perspective, systemization means we’re not advertising victims. We don’t run ads or do anything else in a marketing sense wondering what the result will be. Instead our ‘SYSTEM’ (within a few small variations) means we can go to bed at night knowing how much business is coming our way by noon tomorrow ensuring complete peace of mind.
System could be read…
Save
Your
Self
Time
Effort
Money
‘AFFORDABILITY’ means you don’t have to outlay a fortune to make a fortune. It means you can predictably forecast your cost per lead, your cost per sale to the point where you either make money or you make money!
Although the cost per lead from one media to the other may vary, provided it is ‘AFFORDABLE’ there’s no reason why you wouldn’t do it week in, week out. In fact I would go as far as to say - budgets are for losers. After all if you had a proven system for making money, why would you limit how much you make.
‘EFFICIENCY’ in the marketing world of business means without lots of expense, difficulty or problems. For most business owners it’s the polar opposite of course. Most, figuratively speaking end up being chained to a cash register and owned by their customers or clients.
One of the big bonuses for business owners who use my style of emotional direct response marketing, is that ‘The Giant Revelation’ gives them their life back and provides independence from the continual need of hands-on involvement.
‘ABUNDANCE’ and ‘QUALITY’ means we have the ability to attract more ideal clients or prospects than we need. After all there’s no point in having an abundance of prospects who have no iota of interest in what it is you have to offer. That’s why quantity is often much less valuable than quality. I’d take a small quantity of qualified clients any day in preference.
Our ‘SYSTEM’ of course acts as a filter and delivers an abundance of quality prospects and clients. Thus, offering you the ultimate ‘freedom’. The freedom to choose who you’d damn well like to do business with.
Once we can turn the tap on at any point with our ‘Marketing System’, and have the ‘Back Up System’ to implement, we can enjoy an effortless, profit filled business model. It really is that simple!
Best Regards,
Mal Emery
P.S. Want to have THE ULTIMATE ‘DONE FOR YOU’ MARKETING SYSTEM for your business? Then contact my office on 08 9201 2122 or email mal@malemery.com and find out why over 100 businesses have got my personal help to put their business on autopilot through my ‘Million Dollar Marketing Makeover’ Programme.
June 6, 2008
A line that has stuck with me recently is from Dan Millman’s “The Peaceful Warrior” (the movie has just come out, if you’re like me and get through about a book a year). The young idealized and arrogant Dan asks his mentor, the infinitely wiser and introspective ‘Socrates’ as they pump fuel at Soc’s service station…
“What’s the difference between knowledge and wisdom?”
Socrates replies… “You see that windscreen son? The knowledge is knowing how to clean it… the wisdom is in doing it!”
The knowing and the doing are worlds apart. Unfortunately we don’t all have a spare 50 years up our sleeve to learn the ropes. Instead, we get smart and get advice. Sadly, for most it’s the wrong type. Entrepreneurs and business owners in the quest to succeed are looking to the wrong people, with the wrong message with little practical experience to go on, yet following their every word unquestionably with dire consequences.
The key is to find someone, a Socrates of your own, who can show you in 20 minutes what it has taken them 20 years to discover and has DONE IT before you with GREAT SUCCESS. With Australia facing an upcoming recession, it’s time to batten down the hatches and take massive action to stay ahead of the competition.
The simple truth about why businesses fail - and why “modelling others” is the quickest and easiest way to avoid it.
According to Anthony Robbins (The American personal development guru and lifestyle coach to presidents and famous actors), the way to get the best health is to find the healthiest people we can find and ask them what it is they are doing and thinking to be so healthy.
The way to make your business fire is to find the best people in the business world and ask them how they do it! So to get the results you want in your business you must “model” what is already proven to be successful!
My first business, which I started with $10,000 borrowed from dear old Mum was a local hardware store. When I went about setting up this business at the tender age of 22, I took a mentor to model my new venture on, Owen McGrath of High Wycombe Hardware.
Now, back then I guess I already had the entrepreneurial genes springing into action. I didn’t know at the time that I was necessarily following what would ultimately be one of the greatest lessons that would see me through to making millions following the very same concept. I chose a mentor that essentially…
Had what I wanted. Or had the knowledge that I needed to succeed.
Now I’m not saying that 25 or so years on, Owen is still my key mentor, though I respect him greatly. As I grew so did my need to look for mentors who could help me accomplish my new goals. Among my mentors today are Dan Kennedy and the late Gary Halbert.
Choosing a mentor is one of the most important Wealth Secrets I can impart. Millionaire Entrepreneurs know the quickest and easiest way to avoid failure and to get where you want to be at breakneck speed is to choose and listen to the best mentors.
If you’re beginning to think that cutting down into a 20 minute lesson, what your mentor has taken 20 years to learn is a smart idea, then here are my five tips to choosing a mentor who is right for you.
1. What’s Your Objective?
Look at your short and long term plans. Where do you want to end up? Lifestyle wise, financially, family? Your mentor must be in synergy with your long term goals and ideally be already living the lifestyle you’re aiming to acquire.
2. Find A Business You Want To Be Like.
When I started my coaching programme I did an immense amount of research before finding a model I liked. When I did, I surrounded myself in information and knowledge from its creator. I’d rather be a rich modeler then a broke original thinker any day. You can then infuse your own personality and ideas into the foundation once it’s up and running.
3. Be Aware of How You Work Best.
Do you need someone to check up on you every day to keep you on track? Do you want to be surrounded by a group of like-minded individuals to keep you focused? For example, my coaching programme starts from $4,995 per year for basic group coaching to $50,000 for one on one time with me depending on your needs. You’d be surprised how many opt for the high end. My point is, you need to be very clear on your learning style, needs and ambitions are before jumping in.
4. Ask around.
Talk to trusted friends and collegues on who they’re using as mentors and business coaches to give you some direction. Ask them to tell you about their successes and failures. Also remember: mentors don’t necessarily need to be in the flesh, some of the greatest copywriters of all times have been my mentors long after they were buried 6 feet under. There’s a world of knowledge out there in books and manuals for you to get your hands on.
5. TAKE ACTION.
Once you’ve done your research, make a decision! There will always be a better way, a better offer, a more tempting opportunity. If you sit around and wait for the planets to align with your Chinese monkey year… the horse will have bolted.
With consumers getting smarter and the economy becoming tougher, it’s no wonder that 80% of the businesses that exist today will be gone in 5 years time. We don’t have the luxury of making our own mistakes anymore, we need to take fast, strategic action from those who have tread the path before us and battled on our behalves.
- Information (of the right kind) is power.
- Model the successes of others.
- Don’t be too proud to follow in someone else’s footsteps.
As I said before, I’d rather be a “wealthy copier” than a “broke original thinker”.
Happy Modelling!
Best Regards,
Mal Emery
P.S. If you’re committed to taking action today, then have a look at the opportunities provided through my elite coaching programme at www.Platinum2Mastermind.com. You will also find dozens of testimonials from my current clients like Matt and Amanda Clarkson or Andrew and Daryl Grant who have gone from limited income and lifestyles to 7 figure businesses in 12 months of less.
Visit www.Platinum2Mastermind.com
May 31, 2008
The most powerful and valuable form of advertising you can do for your business is the advertising that other people do for you!
Let me set up a little scenario here to help explain.
A client and friend of mine, Ric Isaac, has become increasing well known amongst the health and fitness industry largely due to the amount of publicity he has been able to generate for a weight loss concept, the 50 Day Challenge.’ Ric created this concept from scratch which simply explained, offered people a $50,000 incentive for losing weight - the most amount of weight/body fat etc… over a set period of time. If you’re from my home town, Perth Western Australia, you may have seen it around or heard about it. It was splashed all over the media here.
In total I would guess the amount of PR and free advertising that Ric was able to generate around his idea would be around the six figure mark. Now, apart from the obvious benefits this brought such as huge exposure ending in more sign-ups, Ric was also able to set himself up in the long term for something even bigger.
An abounding, plethora of PROOF! From ‘A Current Affair’ (which Ric appeared on not once, but twice!) to local newspapers, Ric had journalists knocking his door down to get on board with the ‘Challenge.’
All up and down WA, the media was telling the public what an amazing ‘Weight Loss Guru’ Ric was.
In addition to this, as the ‘Challenge’ progressed, media crews covered the weight loss of contestants, right through to the winner who lost, I think from memory, in excess of 50kgs and looked fantastic at the end result.
The media in this case catapulted Ric to ‘celebrity’ or ‘guru’ status, and the main vehicle for this was through their continuing, and rapturous tesitimonials. Through creating an ongoing, flood of proof, both verbally, in print and through footage of Ric’s success and the amazing results achievable through his programme.
Now just take a moment to consider the impact of this over Ric himself standing in front of you trying to convince you, without any evidence, that he was the man you needed to shift those extra kilos! Not quite as compelling.
You see we are a nation of born cynics and justifiably so. Every day we’re being told to do this, avoid that, take this, pop that, move here, see this, don’t listen to that, do listen
to this… no wonder we don’t know where to turn and approach most things with a degree of calculated caution and disbelief.
These days, it’s just not good enough to insist that you are a trustworthy, honest person, possessed of too much integrity to even contemplate ripping anybody off! Don’t invest your ego or your self-esteem in the perception of the prospective buyer. Instead, assume that every statement, every claim or promise, every assertion and even every fact, will at best be questioned, at worst disbelieved.
What I am about to reveal to you is the most powerful selling weapon that exists!
Oh, I know that’s a big statement… and I wholeheartedly believe it! In fact, if my life depended upon one single strategy, this would be it…
PROOF! PROOF THAT WHAT I SAY IS TRUE!!!
So… to give you a kick start here’s a list of ways to get that proof you need to skyrocket sales:
#1. The obvious way is to do what you do so well, exceed clients expectations and turn them into raving advocates. Frankly, you’ll get them as I do without any prompting. Hey… but it wasn’t always that way. You’ve got to start somewhere. Here’s another way…
#2. Offer your product or service for free to a prospect on the basis that the recipient will give you an honest written evaluation that you can use in your marketing.
#3. Include a survey form when someone uses your product or service with an incentive to ‘turn it in’. Don’t forget to put on the form a box for them to tick giving you permission to use what they have to say.
#4. Include a questionnaire with your product or service. The questionnaire should ask what you got right, what you got wrong and how you can improve your product or service. This is a very powerful strategy and also allows you to customise your product or service to your customers needs. Remember, ask them to be honest, not kind.
#5. Everyone has clients who are advocates of what they do, people that continue to rave about your product or service and continue to do business with you. Simply call them up on the phone and ask them, you’ll be pleasantly surprised.
A few more tips about getting and using testimonials…
TIP #1: If you get testimonials for GODS SAKE make sure you use them, after all the number one barrier to business is lack of trust.
TIP #2: The best testimonials are the ones that are meaningful and specific not vague and general. For example…
“Income Increased Immediately By 100% Then a Further 298%”
“I immediately put into action one of your ideas that increased my income by 100%. From there, the first 20 minute telephone consultation with you, sent me into further immediate action to improve my returns to my business by 298%.”
TIP #3: Use your testimonials strategically to deal with objections buyers would have. Here’s an example from the printing industry. Here the prospects objection would be, would their prices be competitive, would the finished product be up to scratch and would they finish on time.
“Our printing jobs were on time, on budget and the quality was guaranteed.”
“I’ve been dealing with Mr. Print for 4 ½ years, in that time, they’ve never let us down and on occasion we’ve set them some very difficult tasks. They’re always prepared to do whatever it took to get our job done on time, and we’ve found their rates to be very competitive. Better still, they guarantee to replace free of charge anything we’re not absolutely happy with”
TIP #4: Ask to be able to use their full name, company name, suburb, state and telephone - the more the merrier. Even their initials are better than nothing. A full name dramatically improves believability in the mind of the prospect and strangely most will never call a telephone number. They’re satisfied with the mere fact that there is a number there.
TIP #5: Put a bold sub-head which is an abbreviation of the main points of the testimonial on top of the testimonial. Put the testimonial itself in italics but not bolded. And as I said, include the full name and address of the testimonial provider on the last line as above. Even better still, have a photograph of the person giving the testimonial. The only exemption from this rule is not to put the actual testimonial in italics especially if the font is small as it becomes
difficult to read.
TIP #6: Don’t be shy in using testimonials in your advertising and in your copy. You can use sub-heads to introduce them like…
- Here’s what our clients say about us
- To prove my point here are some real life examples
- Real life comments and case studies from satisfied clients
- Read what others have to say
Finally, don’t forget to get WRITTEN permission to use the testimonial you get and make sure you use them liberally and strategically. It will dramatically affect your sales.
By the way, if you personally don’t like or believe testimonials, it doesn’t matter what you think. All that matters is how the prospect thinks. REMEMBER! YOU ARE NOT YOUR CUSTOMER.
If we’re going to come out on top in the coming recession, then we need to be using every marketing strategy in the book!! Giving a PLETHORA OF PROOF is the best way I know how.
Look out next week for ‘Millionaire Wealth Secret #4′
Best Regards,
Mal Emery
P.S. For real-life examples of testimonials in action, then visit my website: www.MalEmery.com and follow the links to the ‘testimonials’ page to see how it’s done! Good Luck!
May 21, 2008
Continuing on from last week’s rant, here’s…Millionaire Wealth Secret #2. It’s these secrets, above all others that I’m sharing here, that have provided me with a lifestyle most people only dream of.
So let’s get into it because these ARE secrets few, if anybody, are using. It’s your chance to have an unfair advantage in your marketplace, in your niche.
Finally Revealed – The Most Powerful Secret Moneymaking Marketing Tactic Ever! Recently, I was listening to a Dan Kennedy CD. Most of you should remember Dan. He’s that American guy who’s desperately trying to be like Mal Emery in Australia 
(just kidding). Anyway, Dan was asked what one tactic above all others he would use to create wealth.
His instant response was “An Outrageous Offer”. No arguments from me, I’ve known and implemented this strategy for years.
In fact, in crafting any ad or sales letter, contrary to many famous advertising or copywriting gurus who maintain the headline is the first thing you write, the FIRST THING I CREATE IS MY OFFER. That way, it makes the rest of my job a whole lot easier.
And we like it being easy.
The reason the offer is so important is it breaks down that major barrier to business which is lack of trust and scepticism. Here are the major reasons why people don’t buy from you when you think they should.
1. They simply don’t WANT what you are selling.
2. They CAN’T AFFORD to buy what you are selling.
3. They do not believe you are telling them the truth about the product, and they are very SCEPTICAL about you delivering on your promises.
The first two reasons for not buying you can understand. The third reason of course is not acceptable, and that’s where almost all lost sales are in fact lost. I mean, pick up any newspaper or magazine and see how whimpy the ads are when it comes to the offer. So the purpose of an outrageous offer is to convince the most SCEPTICAL of prospects to buy.
Here’s the most powerful offer I believe you can ever make. It’s called Try Before You Buy or a 30 Day Hold. Most people either never attempt such a strategy, because they think they will be swamped with returns, they don’t know how powerful this SECRET is, or they simply don’t know about it. From my knowledge and experience, offering a Try Before You Buy strategy triples sales and doubles returns. It works something like this…
In your call to action, on your sales letter, ad or webpage, as well as your order form, write something like this:
We are so convinced you’ll be absolutely delighted with our <insert your product here> we’re going to give you a full 30 Days before we deposit your cheque. That will be plenty of time for you to try our <insert your product here> out, and discover for yourself how wonderful it is. In fact, if you are dissatisfied for ANY reason or NO reason at all, you can return the product to us and we’ll send back your uncashed cheque the same day we receive the product back. If you place your order via credit card, we will not process your credit card for 30 Days. And if you decide to return the product, we’ll destroy your credit card details and your card will never be charged.
If you are one of those sceptics that think this is far too risky, then tell me why some of the oldest and biggest direct marketing companies like Rodale Publishing WON’T EVEN LET YOU PAY for a book in advance. You have probably seen their order form you simply have to sign and return, which states “But don’t send any money!” The truth is they’ve mastered the psychology of the prospect and they know their math.
OK, you may find this too much to swallow, then how about I suggest you use it DURING THE TESTING PROCESS. Why in heck would I suggest that?
Here’s why… when you market like this, the results you are going to get are going to be the best you can humanly hope for. The big secret here is failing! And if you are going to fail, you want to fail fast, often and as cheaply as possible so you can get on to the next project. Reality is, if your marketing doesn’t pull a decent return when you don’t even ask them to send you money, it is certainly not going to pull a decent return when you ask them to put their hand in their pocket.
Watch out for next week’s Millionaire Wealth Secret #3. It’s a BIG, BIG secret. Quite honestly if you just got this one right, you could almost mess up on everything else.
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
May 10, 2008
Did you know, that in 1986, Pat Riley, the then coach of the Los Angeles Lakers, applied a simple, yet incredibly powerful strategy in order to win the NBA Championships?
He asked each of his players to improve their skills in 5 critical areas by just 1% over their personal best.
Although at first glance, 1% may not seem a big improvement, he figured if 12 players improved by 1% in 5 areas, the…
Combined improvement is a massive 60% !
Here’s what actually happened. Most players increased their performance by 5%, and some by as much as 50%. According to Pat Riley, 1987 was their easiest season ever.
Now, let’s think about that for a moment…
What if you applied that same formula to your business? What if right now I gave you on a silver platter, “7 Wealth Secrets” that you can apply to 7 key areas of your business, easy to tap in to profit centres, and a simple idea or two to make each profit centre a little more profitable?
Now that’s not asking too much, is it? Just tiny incremental improvements can amount to massive improvement in profits. Even for the laziest of you, this should be easy to achieve. But it gets even better. Did you know, that you can DOUBLE YOUR BUSINESS if you increase these 7 areas by a mere 11%?
Amazing, but true.
Anyway, these “7 Wealth Secrets” can be used in virtually any type of business. It won’t matter if it is online or offline, retail or wholesale, service or distribution. I’ve owned 25+ businesses myself, and coached in 100+ categories, so I should know.
In fact, I’ve proven that they work. The only thing stopping them working for you, will be you. So let’s get cracking. After all, you’re here to make more money, to improve your
bottom line. And if I’m not mistaken, you’re keen to work less and spend more time with your family.
MILLIONAIRE Wealth Secret #1
Find a Need and Fill it, Identify a Problem and SOLVE it; Put Another Way, Sell What People WANT to Buy!
…You’re visiting a foreign country and as most often happens when in a new environment, your senses have come alive. You look around in awe at sights you’ve never beheld, your ears are on high alert with the barrage of strange and wonderful new sounds and your nose is almost twitching in response to the new, hypnotic odours. But it’s not just these senses that seem to awaken from a deep sleep; something else can happen when we visit places we’ve never been before. The whole experience seems to give rise to something of the entrepreneur!
“Look at that; I haven’t seen that sold anywhere at home. They’re everywhere you look! I bet I could make a killing if I brought some trianti-wonti-gongs into Australia!” But it isn’t always because of an overseas holiday that someone decides that the country would benefit from buying a certain something and with that thought firmly entrenched, proceed to
commit their hard earned money and valuable time to flogging what sadly turns out to be a “dead horse”. It happens all the time! Such “great ideas” often prove to be great misconceptions!
Sell Stuff People WANT to BUY! This is a GOLDEN RULE disguised as six simple little words! If you SOLVE a PROBLEM for someone; take their pain away, they will pay you well for it! So many people approach the whole thing back–to-front; they have a ‘great idea’ or find a ‘great product’ and expect people to want what they are offering without even identifying whether or not there is actually
A MARKET FOR IT FIRST!
Let me give you an example; we have a client who had a snoring problem. Well he shared this problem with his wife of course, as she got less sleep than he did because of it! These people were suffering because of this problem; they were in some kind of PAIN! It just so happens that this person had bought a marketing package from me with the intention of starting a home based business. In simple terms, one night unable to sleep, he switched on his computer and desperate to find help with the snoring that kept them both awake, he typed ‘snoring’ into a search engine. The result was a product came up, which ultimately became the product he sold from his home based business, as a joint venture! Two years on, this business was sold as a going concern for almost a six figure sum!
What he did is simple! He identified a problem which an ENORMOUS amount of people suffer from and he offered them a solution! Think about it; how BIG is the market that snorers comprise? HUGE!! The process involves three things – your product, your sales pitch and your delivery system.
* First you have to have something to sell that people WANT.
* You need an effective sales pitch to TELL THEM ABOUT IT
* You need a way of GETTING it FROM YOUR HANDS to THEIRS.
We can look at it another way; have you ever felt the urge to pour yourself a drink, curl up in a chair and browse through the Yellow Pages? I doubt it. But when you need a tree lopped - because if it doesn’t get lopped it will blow over in the next squall and damage your house, or worse injure someone, or some new tyres - because yours are bald and driving you car has become dangerous, or maybe a Skip Bin – because your front garden looks like a tip, the Yellow Pages is the first place you are likely to look. You have a problem and you are confident you’ll find a solution to it, within its pages.
Take people from problem to solution; from pain to pleasure!
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. Watch out for Wealth Secret # 2
April 24, 2008
Here’s my advice for anyone in Australia putting their hopes and dreams on any good that might come their way via the 2020 Summit. DON’T! For those of you in Australia who have been hiding under a rock recently or are from overseas and have no idea what the ‘2020 Summit’ is, I’ll give you an ever so brief description.
Our newest Prime Minister, Kevin Rudd, and his team of poliltical wise men (and I am being facitious) have determined in their infinite wisdom, they should bring together 1000 of the wisest and the brightest minds in Australia for two full days, predominently politicians and academics, to help plan the future path to greatness for this country…..well we could be so lucky! Fancy entrusting your future to politicians and academics!
You see I travelled a bit last week in the planes and got a chance to read a few publications on the subject of the aftermath of the 2020 Summit. I’ve read nothing that would change my viewpoint, and that is you should NOT rely on anybody else but yourself when it comes to ‘everything’. You’re it, the buck stops with you.
Everything I read suggested the ‘Summit’ was loaded with academics and politicians….supposedly the best and the brightest.
Here’s what I know to be true for myself as someone who has started from scratch with little or nothing and can now stand before you as a self-made multi-millionaire. It’s too dangerous for me to take a skeric of notice of anything this group will say and do when planning my success.
The only people who are qualified to advise or mentor me are those who are earning at least 5 times my income, those who have put their own money on the line and lain awake at night trying to figure out how to pay the bills this week.
The list I would take advice from of course is somewhat shorter than the 1000 odd that turned up for the 2020 Summit as I see it’s a lot easier to write a book about ‘it’ than it is to actually do ‘it’.
Here’s why the 2020 Summit model is flawed in my opinion…yet valid.
A large percentage of the Summit Delegates rely upon observation, research and study. This is flawed simply because it’s not the real world.
Proof positive that observation, research and study is valid but flawed is Napoleon Hill, the author of ‘Think and Grow Rich’ a book it is said is the most influential book in history on the subject of financial success, himself died relatively broke and spent his latter years being supported by W. Clement Stone as a sales trainer.
Hill’s book, if you don’t know, was based on research, observation and study of a number of the world’s most successful people of his time. The problem as I see it, and why Hill struggled at times, is to my knowledge that he never lived it.
Hill was big on positive thinking. While this is a very important START to being successful thinking alone cannot and will not produce a successful outcome.
You must have a plan and actually implement for you to be successful. Here is exactly why Hill in my opinion struggled at times. Wishing and praying and hoping are not enough.
For the record I am a big fan of Hill’s work, if you haven’t read “Think and Grow Rich” and studied his work you doing yourself a disservice because it is valid.
There is no such thing as undeserved success. You’ll need to earn it yourself. So don’t rely upon anybody else, including a gathering of Australia’s ‘brightest and best’ for your success.
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
April 4, 2008
On the third of January this year I became a grandpop for the very first time. I’d have to say, it’s everything that it’s cracked up to be. Just can’t get enough of the little fella. The general consensus is that all babies are ugly at birth, although, most parents and grandparents are blind to this.
After all, could you imagine their horror at being told that their baby is ugly?
The thing about all of this, it’s the same in business. It’s very difficult for me to be the purveyor of harsh reality and inform someone that their “baby” - their business idea, their project, their product, their advertising, their marketing, is bound for failure. Generally speaking, people don’t like my truth.
You’ve probably heard me say before, “The truth will set you free, but it will peeve you off at first”, this definitely applies when it comes to being informed that whatever you’re doing is flawed.
In a sense, I get it, most likely you’ve invested years of effort and thought into your baby. You may have even spent a tidy sum getting “it” to where it is, only to be told it sucks. Almost without exception, most businesses, most of the marketing/advertising I see, that come across my desk are terribly flawed in the first instant and failure, or difficulty, is just a reflection of that
flawed-ness.
Interestingly enough, it doesn’t have to be that way. You see, the folks that hang around me have a big problem most “ordinary” folk don’t. Their problem is too many opportunities. Most people experience the opposite of this.
Look, ours is a nice problem to have and it’s all brought about by having a system for evaluating opportunity. So there’s a bunch of boxes, half a dozen or so, that we must be able to tick. Or we simply won’t consider “it” any further.
We’re not attached like most to discovering that the “baby” is ugly. Here’s a list of the boxes we must be able to tick in no particular order necessarily:
1. The product or service must solve a problem for a group of individuals who have the capacity to exchange money for taking them from pain to pleasure, problem to solution. It’s best if they go to bed at night thinking about it, and wake up in the morning worried about it.
2. We must be able to craft a message that enters the conversation in the mind of that same prospect that is based on their fears, frustrations, wants, desires and needs, offers them a solution and persuades them to do whatever it is we want them to do next (place an order, pick up the phone, request a free report, make an appointment etc). Offer is absolutely key, preferably an “outrageous” offer, to the success of your message. As an aside, I actually create my offer first, and then write my copy. This works best for me.
3. There must be an obvious target market. A group of people who want what we have to offer. Someone to deliver our message to. By the way, people don’t buy what they “need”, they buy what they “want”. And they buy for their reasons, not yours. So don’t think for a moment you know what they want, just because it’s what you want. You are not your customer or prospect. Your opinion doesn’t count. Theirs does, and they vote with their dollars, and let you know very quickly whether you’ve got it right or wrong. It’s nothing personal.
4. We have to have a media to communicate our message to the market, preferably lots of media - radio, TV, print, Google Adwords, search engine optimisation, telemarketing. It’s a common mistake among business owners to have one at best three, medias that deliver their message. There’s a fly in the ointment there. I and my Rebellious Millionaire Members, dominate our category regularly by using multiple multimedia.
5. The riches are in the niches. If you want to experience the wealth explosion that we do, you must identify a niche. The benefit of a niche is you can charge more, add value more easily, precisely enter the conversation in their mind and frankly business is simpler and easier for you. And of course “they” (the prospect or client) value you more as an expert. You want to be a big fish in a small pond. You should identify a niche that’s an inch wide, but a mile deep. For example, cellulite is part of the health niche, which is a mile wide, but a lot of women suffer from it so the niche is and inch wide and a mile deep.
6. Psychology and maths- it’s impossible to get rich with poor mathematics. 4-10 times the cost of goods is common to us. We don’t want this just to be greedy. It’s a mathematical necessity if you are going to be able to impact the market, simply most of your gross profit will be spent on marketing and advertising. Without those dollars, you’ll struggle. And there will be little impact on your bank account. Profit is the only measure of our success, even if you want to save the world, you have to be profitable to do so, or your missionary approach will soon disappear and no-one will benefit. Remember, money doesn’t have a conscience, money doesn’t care if your cause is just or necessary, money doesn’t care if you’re a nice person, or a bank robber. The attraction of money in a business sense is based on all of what I’ve revealed here. If I was wrong, nurses, ambulance drivers and firemen would be rich - but they’re not.
So there you have it. If we can’t tick every one of those boxes regardless of any ego or desire to proceed, we will not. And we won’t spend a minute trying to change what can’t be changed. That said, we may however see if we can adjust our product or service or plan to suit, but it’s a very quick and precise process. We, in fact, love to discover that the “baby” is ugly, and move on quickly to greener pastures.
It’s about high probability of success. As we approach recession-like times in business, it’s never been more important than now to seek this type of wise counsel. A set of fresh eyes. To be honest, few can match me in this regard, and if it’s my wise counsel you seek, you’d best be quick. Retirement is approaching fast, and I’m deadly serious about it.
Here’s just a sample of what my clients say about me:
http://www.malemery.com/testimonials.htm
No amount of money, could have paid them for what they say. I’ve paid none of them a cent. When you help people as I do, become financially free and independent, people are very grateful, and this is one way they express their gratitude.
However, I have a caveat. You must be the right person, at the right time, with the right information. I’ve often dispensed the right advice, only for it to fall on deaf ears because the recipient wasn’t the right person, or it wasn’t the right time and they made me wrong and themselves right, attached their “ugly baby”.
So a warning - if you think you’re smarter than me, please don’t seek my advice. If you’re a whinging, moaning know-it-all drama queen, please also don’t seek me out. I don’t need your money, and no amount of money will interest me in the task. And besides, I can create enough drama on my own, I don’t need your help. If money is an issue, and you think for a minute I will allow your problems to be mine for free, then dream on. I would never, nor should you expect my wise counsel to be free.
However, if you’ve reached a point of disatisfaction, if you’re tough enough to realise recession-like times are around the corner, this is no time to be sissafying and wimpafying your efforts. This is time for right action, and it’s also time for the opportunity to create enormous wealth. Want to know more? Go to:
http://platinum2mastermind.com/levels.html
If you don’t join us, and not wishing to sound smug, it’s just the truth, my life won’t change at all. But yours definitely will if you’re the right person at the right time with the right information. You see, success leads a trail, and mine, when it comes to being successful myself, and helping others do the same, is one of the longest trails you will ever find.
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
March 11, 2008
Following on from last week….here’s how I get a lot of things done.
5. Create the Right Environment. Figure out how you work best, what you need to do and what you need to surround yourself with to achieve extraordinary results. In my case, I like to isolate myself and have uninterrupted time to work on getting important things done.
That means I take no unscheduled phone calls, I set blocks of time aside for particular tasks whether that be for clients or myself, I have complete days dedicated to clients and other days dedicated solely to advancing my own needs. I never read an email. That task is assigned to my PA. I most certainly don’t allow emails to control my life like some do, I simply wouldn’t allow someone to hijack my day and make their problems mine by pressing send receive.
I do however get to the emails in my time. They’re run off and placed in a file and time is allocated to the task of dealing with them. Generally that’s 2 or 3 days later. If people are time vampires, stealing your day through email and if you’re allowing yourself to be a victim by constantly checking your email you’re underachieving.
Here’s a case study that may be instructional for you… About 5 years ago before I created my high end coaching programme, I made a decision on a Tuesday to fly to America to attend a costly seminar on the subject of coaching that started on the Friday. I’d packed and left by the Thursday, travelled for 36 hours, and finished up arriving in Phoenix Arizona on a Thursday again.
The seminar commenced the next day. I struggled through it but got what I wanted and left at 3pm on the Sunday finally arriving back in Perth to be met by my wife at the airport. The car was already packed and ready to take me down to Margaret River, 3 hours South of Perth, to create the programme and write the sales material for my coaching business.
My wife spent the week shopping and eating in nice restaurants, and I worked away diligently on creating what has now become possibly the largest high-end coaching programme of its kind in the world. All of this was achieved, at most, 2 weeks. For the record, I spent the evenings at some of the nicest restaurants on the planet drinking some great wine so I also got to play, but it was the isolation that allowed me to get things done. The uninterrupted environment.
It’s much the same in my office. I surround myself with things I love like French antique furniture, Chinese artifacts and a couple of pieces of aboriginal art which I adore. My office itself is a re-developed 1920’s brick and tile tuck-pointed home converted into an office with high ceilings, jarrah floor boards and meticulously maintained gardens including my favourite roses which I can often be seen enjoying, sipping on a cup of coffee.
I love my office, and everything about it! I despise those clinical offices where you share toilets and kitchens. No amount of money would interest me in owning one. I’m not that kind of guy. I drive a Lexus SC430 V8 sports, it’s always bright and shiny and red and I’ve never driven anything that comes close to it…and that includes a Ferrari and a Porsche, to me it’s nurturing. I love to drive it.
Figure out what environment nurtures you.
This list is to be continued, look out for Speed Wealth Zone Catalyst #3 – Implementation with Speed and Accuracy continued next week,
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S….My office door is not a revolving door. I surround myself with people who do what they do much better than I’ll ever do it and as a consequence I empower them to make their own decisions and they know to come to me with solutions not problems.
March 1, 2008
Implementation With Speed And Accuracy.
I’m often asked how I get a lot of things done. The truth is I have an approach to getting things done that’s proved to serve me well and a lot of the Rebellious Entrepreneurs I hang around with.
In my own case I had to make adjustments and decisions to my ‘normal’ behavior in order for me to implement with speed and accuracy today.
What I’ll do is share with you here the philosophy I apply in order to get a lot done.
1. First and foremost I have a biased for MASSIVE ACTION. I’m often in fact juggling a lot of balls in the air at any one time. Not seeking to achieve perfection, but instead mindful in getting it out there to the market place, which is the true test and the only way perfection can be arrived at. My perspective is that nothing is ever perfect anyway. I can’t think of anything I’ve done that hasn’t changed as time goes on. A tweak here or a tweak there.
2. I also have a LIST OF THINGS I WILL AND WILL NOT DO FOR MONEY. This often shocks and surprises some people, they’re astounded that I’ll turn away the opportunity to make money. I simply ask myself, does that support my ultimate goal? Will it get me closer to my outcome? If the answer is no, then I can move on quickly without sweating on it. Most people (and I’ve met plenty of them) are seduced by the next shiny object (opportunity) and their efforts are weak and scattered and the results are the same. In fact, utter confusion reigns supreme. If I’ve described you, make your list today. It’ll un-clutter your life.
3. Surround yourself with the RIGHT TEAM and LET THE TASK DETERMINE THE TEAM. It’s rare and silly to think that you’ll achieve what you want to achieve on your own. I’ve always been prepared to pay once and cry once when it comes to acquiring skill and knowledge… even if it’s somebody else’s. Henry Ford had a saying that went something like this, ‘Surround yourself with people who are smarter than you.’ I’m constantly on the lookout for the right people to help me get where I want to go faster, and I’m always prepared to share in the wealth that it creates. In fact this very week, I’ve negotiated the sale of a large portion of my business, it’s a win-win situation. I’ve literally financed this happening because money isn’t the key factor…it’s what the other person brings to the table that’s important. That’s worth much more than money. I’m also talking to two other Platinum members right this week in relation to a strategic alliance for other parts of my existing business and a future opportunity and I assure you I’ve chosen these individuals carefully for their expertise and talents. Either way it’s the ultimate form of leverage.
4. Assign a date, set a deadline! That’s why we set dates for seminars, everyone lifts their game and gets things done based on the deadline. I mean if you could have seen the list of things that we got done before the Silent Killer seminar last year it would be enough to make most people keel over – a couple of things we achieved included compiling and publishing a 400 page book, releasing a new information product for Retailers, a four state tour seminar series not to mention organizing the event itself for over 700 people and 22 local and international speakers, and this is just the tip of the ice-burg. You need to set yourself goals then take massive action.
This list is only the beginning, look out for Speed Wealth Zone Catalyst #3 – Implementation with Speed and Accuracy” continued next week,
Best Regards,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
January 28, 2008
I’ve been dubbed by some of my mentoring clients as ‘Doc Mal,’ on hearing this term I made some enquires to find out it stood for a ‘Dose Of Clarity.’ It seems that’s what they get during our chat’s. Here’s a recent story of one such dose of clarity and although not intended to offend, the reality is it may. Strangely, my intention is to alleviate aggravation, not contribute to it.
You see I just got off the phone to one of my Platinum Mentoring clients whose marketing/advertising, in his words “didn’t work out the way I expected”….well, welcome to the real world. I reiterate, you are not your client, you are not the expert, THEY ARE! The truth is you’ll get a result, maybe the one intended, or maybe one you didn’t want, better still, it may in fact have performed above expectation.
Here’s what we know…
If you get this stuff right, if you follow our tried and tested formula handed down by our fore-fathers in emotional direct response marketing, and it doesn’t work, it’s highly unlikely you’ll get it to work and I’m not a fan of spending good money after bad. Although I know Dan Kennedy admits to stubbornly paying for a clients project himself in the hope that he could work a miracle….he didn’t.
But there’s a catch. On questioning this member, and frankly one who should know better, I discovered he had failed to tick the boxes. The boxes I refer to are MESSAGE, MARKET and MEDIA MATCH.
This is like a three legged stool, fail to craft the right MESSAGE that enters the conversation in the mind of the prospect and you’re a dead duck right there.
Interestingly enough, the right marketing MESSAGE is no better than the world’s worst marketing message if it falls on deaf ears.
All of which leads me to another leg of the stool….MARKET. We’re on the hunt for a starving crowd who has the will and capacity to buy from us; importantly we want them to be part of a niche that’s an inch wide but a mile deep. Our preference is to be a big fish in a small pond.
Then of course, there’s MEDIA. Media simply means a medium by which to communicate with our clients or prospects reliably, affordably and predictably. Preferably we’d like lots of MEDIA in which to communicate with them and by understanding math’s and psychology we can choose to dominate all MEDIA and thereby destroy any hope a competitor could ever have.
Now this client of mine freely admits to over reacting and becoming emotional about the reaction the market place took. Clearly, the market place doesn’t give a toss about you or your problems whatever they may be. The market place has a whole different criteria than you. The trap of course is too allow emotion to kick in to your decision making processes so your sense of reality goes with it and the whole process becomes even more complicated and difficult.
Now I do GET that this can be tough. I mean when you’ve spent the last few dollars you have, days of effort, if not years and it all seems to come down to this, it’s highly charged. Sadly, this is no perfect science, there are variables involved, but if you tick the boxes we can enjoy a high probability of success and for that matter, celebrate failure swiftly and move on.
Now I’ve interrupted the list of ‘Speed Wealth Zone Catalysts’ that I’ve been sharing with you in the last few weeks because quite frankly, it seems no end of dispensing this advice has the desired effect when emotion kicks in and logic kicks out.
Back to ‘Speed Wealth Zone Catalyst #3’ next time,
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
Mal Emery
December 20, 2007
I swear I’m writing this from the comfort of room 38 at the ‘SOUKYA’ Holistic Health Centre near Bangalore India. Soukya by the way is sanskrit for Wellness.It’s 7.37am, and I’ve just swallowed 300ml of luke warm Ghee (about a coke can full). Ghee is an oily extract of butter I think that sets like lard. YUK!!
This is nearly my last day of Ghee. With the amount taken each day increasing and I’d have to say I’m glad that that bits ‘behind me.’
Finally the treatment begins.
The reason they prepare you in this way is because this is how the best results are achieved. So there’s going to be a big payoff for 4 days of Ghee and nothing else but a bowlful of rice porridge and warm water in the evening.
You see I now share something in common with Prince Charles, Sarah Ferguson, Desmond Tutu, Dee Pak Chopra, Sting and Tina Turner. We are all after the best possible holistic health treatment on the planet and are prepared to pay once and cry once, looking for the big payoff.
Now, I want to say something from the heart….
It’s getting more and more difficult and demanding to be successful and live better business lives today. It would seem the sole purpose of the ‘alphabet soup agencies’ is to make the life of the entrepreneur a struggle, couple this with unfair taxes, power hungry self serving governments and it’s not getting any easier.
I believe every entrepreneur should be awarded the ‘Civilian Award of Honour’ because you are the people that make this country great with your brains, guts and courage. People like you are my hero’s…however, I doubt that you’ll ever be awarded such an honour so I’m going to do it for you right here.
So if thinking that you need to be qualified in some way is what’s holding you back, as it did me, let’s put an end to it. It’s yours to use as you see fit.
So this brings another year to a close, at this time I always reflect on what the years been like. In more respects this year’s been very good to me, but like everyone else there’s some things that I’ll be very glad to leave behind.
Remember, to get the ‘big payoff’ you need to put the right plans in place. To make 2008 better than the last you need to start taking massive action. I’m entering the new year with a new motto, Speed Wealth: Accelerate in 2008 and I look forward to taking the journey of a Rebellious Entrepreneur with you.
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
Mal Emery
Rebellious Entrepreneur Award of Honour
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Enrich the Mind and the Bank Account by visiting My Online Store http://www.malemery.com/store.htm
November 30, 2007
OK for those of you who over consumed during the festive season and managed to kill off a few more brain cells, a brief reminder. I’ve decided to do my best to drag you to success in 2008 via exposing the key catalysts in achieving wealth fast…what I now refer to as the ‘Speed Wealth Zone.’
It’s derived from my observations of the many ‘Rebellious Entrepreneurs’ that hang around my coaching environment and from my 30 odd years of expensive experience in many businesses of my own and in working up close and personal in the zoo cage with the ‘Rebellious Entrepreneurs’ I referred to above.
I also promised that I was going to offend and annoy some of you in the coming weeks, so sorry in advance. The fact is…..’The truth will set you free but it will annoy you at first.’
I also exposed my definition of the ‘Speed Wealth Zone’ which is…’a small number of events, strategies, tactics or circumstances either deliberately or accidently arrived at that make money flow to you quickly and in abundance, so much so you’ll be wondering where it’s been hiding all these lean years.’ Again if you can’t recall “Speed Wealth Zone Catalyst #1 - Choose Your Wealth Creation Vehicle Carefully” then you can review it or see it for the first time at www.RebelliousRant.com
“Speed Wealth Zone Catalyst #2 – Supreme Competitive Advantage”
Most people of course get into business for the wrong reason, for example, someone who loves furry things goes into the pet shop business, someone who likes working on cars and repairing things, becomes a mechanic, even worse….opens their own mechanical business.
The restaurant folk love and get delight from feeding people, hanging out in groups, having a pint or two, and come to the sad conclusion they’ll go into the restaurant business. A fisherman who fishes for a hobby, buys himself a tackle shop. Another big boo boo is believing you can do it better than your boss and deciding to become a competitor because you’re a whole lot smarter than them.
The easiest and most significant way to create ‘Supreme Competitive Advantage’ in your niche is to buy into the concept that there is no money in your product or service, and all the money is in the marketing of your product and service and for you then to have a self serving statement, Unique Customer Buying Advantage (UCBA) or Unique Selling Proposition (USP), that positions you and sets you apart from all and every competitor in your category so that the only logical choice when a buyer or prospect is seeking ‘YOU’ out is to choose ‘YOU’ above all others.
So you do require a profound legitimate reason for your business existence, we of course look for opportunities, trends, a marketing gap, a price gap, a group of people, a market that desperately suffers some form of pain that we can solve for them and in turn be well rewarded for that effort.
The enemy of the entrepreneur is clutter, by that everyone else’s crap in your letter box. Everybody elses marketing message, as poor as it is in print media, on the radio, on TV, when you drive down the street…all this is clutter that has the potential to get in the way of your marketing message.
So, to stand out in a world of ‘clutter’ you must clearly and concisely communicate your core marketing message, the main reason being clarity for yourself and clarity for the market place. This ensures that you’re the first person they think of in their category and it positions you as being unique or perceived as being unique.
By way of example there’s none better than the promise that launched Tom Monaghan Domino’s chain to fame and fortune and that was as I recall “Piping hot pizza delivered to your door in 20 minutes or it’s FREE” I ask you anywhere did they talk about great tasting pizza’s? Did they talk about the quality? No they didn’t. It’s the same as Macca’s, all they promise is food fast and they’re the biggest and the best with something like 43% of the burger market worldwide. They’ve truly figured out what business they’re in.
Your assignment if you choose to accept it, is to figure out your clients biggest fears, frustrations, wants, desires and needs (pain) and fix it (solution). The best way I know how to do this is to ask them because you are not your client, you will get it wrong and if you’d like to be a marketing expert ask your clients or prospects because they already are experts.
So “Supreme Competitive Advantage” is realizing you need to have a profound legitimate reason for existence and buying into the realization that there is no money in the thing you do, all the money is in the marketing of the thing you do communicated by a self-serving message to the market place that positions you as the only logical choice.
Again, no chance that you’ll enter the “Speed Wealth Zone” without first ticking these boxes.
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
Mal Emery
November 12, 2007
Speed Wealth ….fact or fiction? Fact of course and it’s certainly well documented within my group.
But first a comment about ‘speed wealth’ and ‘get rich quick’. Firstly, there is no virtue in getting rich slow; if you’ve tried it you’ll agree with me. Also, there is nothing sinister about getting rich quickly. Lets’ face it when you make a bank deposit the teller doesn’t add some extra dollars for ‘slow’ or cut a penalty for ‘fast’.
The problem is most of us have been programmed to believe there is something wrong with getting rich quick and that the very idea is ‘fool’s gold’, implausible, possibly even an outright lie.Ask yourself do you know of anyone who holds that view point who have gotten rich quickly? I doubt it. Quite honestly, if you spend any time with my members, you’ll get a very different perspective of ‘speed wealth.’
As someone who has ‘done it’ for themselves and repeatedly and quite routinely worked with others who have accelerated their income it is my reality. With what you’ll discover here it will be yours too.
Here is why, you see, after working up close in the zoo cage as the business mentor and coach with a rebellious group of individuals who have gotten rich quickly I’ve discovered something. And here it is…only a finite number of the strategies I taught them were directly responsible for their quick and continued financial success and I’ve given this phenomena a title, ‘The Speed Wealth Zone – How to go From Zero to Millionaire in Business in 3 Years or Less and Enjoy the Journey Along the Way’.
Let’s talk about money for a while…
Depending on what book you’re reading something like 5% of the world’s population finishes up with 95% of the worlds wealth. And this stat hasn’t changed in 50 years or so, in spite of all the benefits we have today like advances in technology, abundant knowledge, in fact in spite of anything you can think of, 5% in any group of people will finish up with 95% of the wealth. A further 15% should be OK as long as they don’t do something stupid. The majority however can barely afford to pay attention.
Furthermore if you have a net worth of $500,000 you’re in the top 10% and if you have a net worth that exceeds $5 million you’re in the top 0.5% of the world’s population.
Right now, December the 14th 2007 I’m in Bangalore India and I can tell you categorically we don’t have equal opportunity everywhere on this planet. The villages and the poor here have literally no chance of ever being in the top 20%, never less the 5% of the worlds wealthy. What all this tells us is that some like the Indians I just referred to are staying behind in this regard, and for the others that are more fortunate like most Australians, it’s just too difficult and they’re not prepared to do what it takes to change their situation.
But I’m not going to give up on you just yet, because in the coming weeks if you’re smart enough to pay attention I’m going to reveal to you the ‘speed wealth’ triggers we rebellious millionaires do in common to outrageous success.
I will attempt to paraphrase Napolean Hill of ‘Think and Grow Rich’ fame. “When money starts to come, it comes in such abundance you’ll wonder where it’s been hiding all these lean years”
So right he was, so let’s hope that next year is your best year yet. I’ll be doing my best to do my part. The theme for 2008 ‘Speed Wealth: Accelerate in 2008”
Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.
Mal Emery
P.S. Watch for your next Rebellious Rant for your ‘speed wealth’ triggers to be revealed, the things to do that make money come to you in abundance.
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Enrich the Mind and the Bank Account by visiting My Online Store http://www.malemery.com/store.htm
October 29, 2007
One of the biggest problems I see is that they want to make more money, but they:
Just Don’t Seem To Be Able To Get Started!
Why is this? Why do you think people have such a hard time getting the ball rolling? Well, I have my own reasons why I think people don’t get going, and I’ll hopefully be able to give you some ideas to help you move ahead.
The first thing I want to discuss is what I think is the number one reason people don’t make changes in their life. Because, let’s face it. Most of us are not very happy with the way our lives go. I know from my own experiences, just how miserable life can be or feel at times.
I also know that all those feelings are nothing more than that. Feelings. Thoughts. All those doubts and fears are self created, self imposed, and self induced. And since they are brought into our lives by ourselves, they can just as eas