I want to share with you two facts of life that many folks, especially online, just don’t get.
FACT OF LIFE #1: Just because you’ve put a website up based on an idea you think is brilliant, doesn’t entitle you to any monetary success. This is a biggie. This insidious thing called entitlement. Many folks feel entitled to the great outcomes, without doing the work needed to bring about such a rewarding result. Look, this may sound silly to you but I tell you, this is what many people feel.
Case in point: A couple of weeks ago I made an online offer to do critiques for just 500 bucks. This was a one-off offer and only 10 critiques were offered. Anyway, I knocked them off over a two day stint and I spoke to each client about his or her marketing piece. In many cases, I discovered three critical flaws in what they were doing.
First: They had spent a lot of time and money on building the perfect product without first identifying exactly who was going to buy the product; who exactly was their ideal market. (101 marketing mistake.)
Second: They slapped together a sales letter they did themselves having had no training in copywriting because they think it’s not that important and besides the product is that good it will sell itself.
Third: They get defensive and go into denial when confronted by my observation that their sales letter is crap. “No, no, no, Pete… you don’t understand… what I’m doing here is…” They try to explain to me that the letter is good, that I do not see the point they are making. Basically they are telling me I am wrong and they are right.
NOTE: Not all talks were like that. I had a great chat with a sharp-minded lady who is a friend of Private Wealth Group Member Lindy Bonnet. Smart lady and she was very open to my suggestions.
Look there are many lessons here I’ll briefly touch on.
One, market first then product.
Two, copy is king.
Three, listen to good advice.
There, the secret to online biz success in under 140 characters; shit, I could even fit that on Twitter (if I twitted).
FACT OF LIFE #2: The last thing we need is another (fill in the blank). In the Western World we have an abundance of choice and we do not need another pizza shop, restaurant, make money product or whatever you are selling. We have ample choices and we can compare quickly and easily between offers online.
This doesn’t mean all the good opportunities are gone and that you can’t be successful in a cluttered marketplace. It just means now, more than ever, you need a clear and compelling reason for your existence, a clear benefit-driven message on why they should buy from you and not your competitors.
This is your U.S.P., in our world it’s marketing 101.
However, just because the idea is old and maybe you’ve read it a hundred times doesn’t devalue the importance of a clearly defined U.S.P. And creating this message is harder than you think. Living up to it is even harder. But now, more than ever, you’ve got to be about something; that special something that connects with your market so they know instantly that what you’ve got is for them.
POST SCRIPT: I’m all for pumping people’s tyres to make them feel good and inspired and bursting at the seams with motivation. That’s what a good coach does. We coach. We motivate. But filling people’s heads with unrealistic expectations is just plain wrong… and those who do this are causing real damage and need a good kick up the arse!
It’s something I have taken note of these past few years; these leaders who hide the truth behind vague ideas and unrealistic expectations… giving folks ideas without any consideration of the economic reality of such advice and without any clue on how the hell they are gonna implement the advice. Makes my blood boil. That’s why I give it to you straight. I’d rather you take the time to do your due diligence, do the research needed, before blindly plunging into something that anyone with experience will tell you is doomed from the start.
I’ll coach you. I’ll motivate you. But I’m not gonna bullshit you and tell you the lemon you’re holding is in fact a juicy sweet orange. I’d make more money pandering to people’s fantasies… but I like to sleep soundly at night, with a clear conscience, knowing that I’m giving it to you straight. Might upset a few, but the ones who embrace my kinda thinking seem to have success… they seem to get actual results in the real world.
POST POST SCRIPT: If you’re following any mentors at the moment, here’s a quick way to find out if they are the real deal. Ask them for results based testimonials. Don’t settle for anything less like: “I love Joe Blow’s ideas, he gave me a tip that’s worth millions.” Yeah? Bullshit! That’s feel good drivel. Get them to show you something like the one below from Catherine Powell after she did one of my master classes.
$112,368.00 in 3 days then $178,625.00 in 7 days!
“Based on what Pete taught me at the Master Class, I sent an email to my database and I was hoping for a $50K response as the ticket items varied between $69 to $97. The email was sent on the Tuesday morning, and by that Friday we had $112,368.00! I was so excited that I carried it through for another week … the end result was $178,625.00 in the bank paid up front over the phone by credit card. I didn’t stop with this I continued on I ran another campaign that went for Xmas, which resulted in 2,968 NEW clients joining my website. I then followed through with a Xmas Gift Voucher promo that was sent out via email our Xmas gift voucher sales were up my 60% on last year’s figures.” Catherine Powell, Business Owner, Melbourne
Now that’s a real testimonial and I’ve got plenty of them. Not all advice is equal so be careful who you listen to.
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook