Marketing is the lifeblood of every business.
But what if you don't enjoy marketing? How do you run a business if you dislike marketing?
If you wanted to lose weight and tone up at the gym, but you disliked exercise, and you disliked healthy food, how far do you think you're going to get? Not very far.
You need to do what is called "fall for the cause". And if you enjoy the cause, you’ll enjoy the effect.
Enjoy the course: going to the gym, eating healthy food, and you enjoy the effect: six pack abs, longevity in your life, then you're set. Same with marketing, you need to begin to enjoy marketing, and what it can do for you.
Personally, what I love about marketing, is that it’s communication. When I'm writing an ad, when I'm writing a brochure, when I'm writing something on our webpage, I tune into the client I'm about to help, and I think I'm speaking to that person right now.
I get into that space, I imagine what they like. I know they're not there physically with me, but millions of people are going to be there on my website soon. I tune into that space, and I'm communicating directly with them, I've got a connection there. And people can feel that connection in the email, in the SMS, in the stuff I write. So I like that it's helping, and communicating.
I love that it's like a game. I love things like stats and figures, and graphs, and all that stuff. I love how I'm playing a game, but this game changes people's lives, including mine, including my family. Unlike Candy Crush, which changes almost no one's life, this game actually changes people's lives.
I also love that with the power of words you can write down in an ad, in an email, in a brochure, in a flyer, a video script, words that can actually impact people's lives. Just like if you think about some of the famous speeches in history.
Just like JFK: “Ask not what your country can do for you, but what you can do for your country.” That's like a piece of marketing and influence.
Like Martin Luther King: “I have a dream that one day my four little children will live in a world where they will not be judged by the color of their skin, but by the content of their character.” Brilliant. There's power in marketing. Power in that communication.
And when you get better at this thing called marketing, you're actually getting better at communicating with yourself, with your loved ones, your family, your kids, inspiring your clients, that's something that I love about marketing.
I love marketing itself as well because it's the most important thing you can do to radically transform your business, attract more clients.
And some of the things I'm going to say will be glaringly obvious. This is one of them. Please write this down.
"Marketing makes money." That's about as clear as I can possibly be.
Marketing makes money.
If you enjoy the substance called money that we kind of need to survive in our society, if you enjoy money, then you should love marketing too.
The 3 Critical Marketing Truth's You Can't Ignore
Now there's 3 critical things that you must accept when it comes to marketing and the success of your business.
And the first marketing truth is "when you control your marketing, you control your income".
The second one is "marketing is half your business".
And the the last one I want to go through in more detail today is "own the race course, not the race horse".
What does that mean? I see a lot of people sometimes building someone else's brand. For example selling products on Amazon, joining a multilevel marketing company or selling an affiliate product. If you're doing this, then you're marketing someone else's stuff. What that means is you're building someone else's brand.
When you do an ad, and they go straight to Amazon, or they go straight to something to do with Herbalife (as an example), or they go straight to an affiliate product. But an affiliate product is where you sell someone else's product.
There are thousands of products in the world, you could go to a site called clickbank.com or commissionjunction.com, and you can find thousands of products that if you don't have your product right now, but you want to get started, you can work on the marketing side of things, sell someone else's product, that's ready to go, earn a commission, sometimes as high as a 100% commission on a particular product.
Once you get experience with the marketing skills, you can create your own similar product, but you've got half the business ready to go, the marketing side of things.
But for those of you who market someone else's product, you're building someone else's brand.
And what that means is if they decide to change something on you.
I was speaking to a gentleman who was selling products on Amazon. He had a whole bunch of reviews, reviews are critical there, a whole bunch of five star reviews. Amazon didn't like the way he was getting those reviews. They had a dispute, and they wiped all of his five star reviews in one day.
And what can he do about that? Not much, he doesn't own the race course. He's just a horse riding on their track. So similarly, you need to think about Oprah as a good example.
She builds her own brand, all the traffic goes through her first. She's got the relationship and the connection with people, and when she says the next best thing since sliced bread is Dr. Phil, his whole thing takes off. When she says the next book I'm going to read is 'Power of Now' by Eckhart Tolle, that takes off... and so on.
If she was to say the next big supplement that you need to have is 'Oxytocin in a bottle', or whatever it is, that's the thing that would sell, because she's built her own personal brand. And you need to start doing that as well.
So those are the three critical things that will determine your success:
1. Control your marketing, control your income
2. Marketing is HALF your business
3. Own the race course, not the race horse
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