Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

Marketing

Why Most Marketing Misses The Mark (And How You Can Hit The Bullseye)

Why Most Marketing Misses The Mark (And How You Can Hit The Bullseye) Here is perhaps one of the most ancient rules of human nature (which most people conveniently forget when it comes to marketing their business).  If you truly understand it, it will forever transform the way you communicate with your prospects and clients, end your marketing headaches, and save you thousands of dollars:

Ready to learn this earth shattering truth?  Here it is:

The people you’re selling to are selfish. 

We all are.

They don’t care about why you’re in business; they don’t care about how pretty your brand is, how clever your tagline is, or how long you’ve been around.  They don’t even care what school you went to or what your credentials are.

All they care about is themselves.  How can they put an end to the pain they’re feeling – whether that’s a backache, feeling fat, a pain-in-the-neck ex-wife who just won’t sign those divorce papers, or sagging jowls?

That’s all they care about.

If you ignore this one simple fact - which most people do – you’re making a very expensive marketing mistake.

Here’s what most ads say: “Buy my brand!”  “We’re the best!”  “We’re the greatest!”  “We’ve been doing this the longest!” “Give me money and I’ll solve your problems!”

Where’s the appeal in that?

The best ads don’t ask you to buy anything.

They offer wanted information.

They’re rich with advantages to the users, and they make an offer of little or no risk, so the customer can find out for themselves if what the company is saying is really true.

“An ad where no one is asked to buy?  How could this possibly be successful?” you’re likely wondering.

It’s simple and these are not brand ads either.  They’re ads that are truly successful because they’re based on knowledge of human nature and how people’s behavior is predictableThat’s our job as copywriters – to know the triggers that make people want to buy – even when you’re not asking them to buy.  Some people call this Jedi mind tricks.  I call this true salesmanship and a deep understanding of buyer psychology. 

For example, imagine a man knocks on your front door with a pound of coffee and says, “We’ve got a new brand of coffee we’re launching.  Please accept this package and try it with our compliments.  I’ll come back in a few days and see how you liked it.”

“Great!” You think to yourself…”free coffee!”

The man returns in a couple of days, asks you how you liked the coffee but still doesn’t ask for the order.  He explains that he’d like to send you a state-of-the-art new coffee machine.  Unfortunately it isn’t free, but if you like the coffee he’ll credit every dollar you spend on the coffee towards the purchase of the new coffee maker.

Now you’re buying coffee and you get a free coffee machine for your money.  You’re thrilled!  Take that Starbucks!

Here’s another example.

A sewing machine maker was struggling with his marketing, and on good advice, finally stopped trying to chase the sale.  Instead, he offered to send his brand of sewing machine to any home (through a dealer), for a one-week trial.

Sounds good so far.  The difference was that these machines were accompanied by a person specially trained to show clients step-by-step how to operate them.  The ad simply said “Let us help you with your sewing projects for a week – no cost or obligation.”  It resulted in sales nine out of ten times.

You see your marketing has to be all about the customer.  Not all about you.

What To Do When People Aren’t Buying

The huge sea change of marketing a business is well and truly upon us.  What used to make people buy in a frenzy, today has people yawning, reaching for the delete button, “unfriending,” and changing channels. Simply put, people aren’t buying the same way they used to.  I’ve noticed a big difference in even the last few years, which is just another reason it’s essential you stay on top of your marketing with fresh ad copy, fresh offers, fresh content.  There’s no such thing as set and forget!

Today’s emerging new economy consumer is far pickier, far more suspicious and far more nervous to part with their hard earned cash. Understandably so.  We’re in the trust damaged and post recession world.

If you’re struggling with getting more clients, then here are 5 valuable marketing tips to help you get things cranking again.

  1. Is your message getting lost in translation?  You might be surprised to discover that a large number of your prospects are simply not buying from you because they don’t fully understand what you do or, most importantly, how it benefits them.  A rewrite of your value proposition and companies core messaging (to answer questions like “Why should I do business with you versus any and every other business out there?”) – will do wonders for your business.  Clarity is everything.  But a clear message worded in such a way that deeply resonates with your target market is magnetic.  If your business hasn’t got your messaging perfected then it doesn’t matter what media you use and what market you choose – people aren’t going to buy like they should.
  2.  Are you following up?  C’mon now, really? Out of all the hundreds of companies I’ve written copy for, coached or consulted with, I can count on four fingers the number of businesses that had a robust follow up process for those people who said no.  Remember that old adage that people don’t care what you know until they know how much you care?  Couldn’t be more true in the new economy.  The more steps, and the more media your follow up encompasses, the more effective it’ll be.
  3. Make ‘em an offer they can’t refuse.  Most times people decide NOT to buy not because something is too expensive, but because they’re scared they’ll be stuck with a lemon. One of the secrets to getting people to buy is to make it easier for them to say yes than no.
  4. Hold a focus group of your top clients and find out if what you think is important to them really still is.  Get your finger on the pulse of the people you’re marketing to.  Dive into the trenches with them.  Go hang out at their offices for a day.  Read what they read.  Join the groups they join.When writing copy or marketing a business, I spend at least 50% of my time digging around the target market, researching it in depth and getting my thinking in line with theirs.
  5. Write a great sales letter.  If people aren’t buying, maybe it’s because your sales pitch hasn’t hit the right note, or maybe your message isn’t reaching enough people.  The great, late copywriter Gary Halbert said that there’s no problem that can’t be fixed by a great sales letter.  It’s very true.  A well-written sales letter has been the tipping point for many businesses (just ask the Wall St Journal who used the same sales letter for 28 years and earned more than a billion dollars with it).

The bottom line is ­– if your prospects aren’t buying, it’s your marketing that needs work.  Sometimes just a fine tune is all that’s needed.  Other times it’s a complete overhaul.  Remember – your prospects are going to buy from someone so make sure it’s you!

Dread marketing your business? 5 Ingenious Strategies To Make Marketing Painless (and Profitable)

Are you a reluctant rainmaker?  You’re great at what you do and would rather much spend your days doing that… than having to beat your own drum, and rattle neighboring trees to make new business fall into your lap. If you view marketing as a pesky, annoying activity you have to get done rather than something that makes you leap out of bed every morning as you live and breathe (like me), then my friend, this article is for you.

Chances are if you groan when you think about marketing, it might be because at some level you think sales and marketing is about pushing, coercing or manipulating people into buying your services.

Ugh.

I don’t blame you if you feel less than thrilled if that’s what you think.  Fact is that’s still the way most people teach marketing but to me that’s annoying, sneaky, and very outdated.

And, in case you needed any more reason to abandon that train of thought, in this new economy, that kind of approach just doesn’t fly.

Our clients are savvier than they’ve ever been in the history of marketing.  They’re far more demanding, And they’re far more skeptical.  Real marketing is about building relationship and establishing value first.  If you’ve done a great job doing that – they’ll be the ones coming to you asking “how do I get more?”  No magic tricks, hypnosis or voodoo involved.  Just plain old-fashioned value combined with a dash of integrity and a good dose of creativity.

Here are 5 easy strategies to climb back in the saddle and make promoting your business a breeze:

  1. Give up chasing the sale (that’s the old school, old economy method).  Most companies are so busy focusing on lead generation and finding new customers, they completely ignore the ones they have, and those customers wind up never buying from them again. That’s backwards, especially when you remember it costs five times as much money to sell to a new customer than it does to get an existing customer to buy again.  Invest at least as much time and money into developing relationships with your existing customers as you do trying to find new ones.
  2. Get very clear about who you’re selling to.  Don’t think of your target market as a target market.  Think about them as a single individual – your ideal client.  Give them a name, create a profile for them so that they’re a living breathing person.  Now write all your marketing as if you’re writing just to that person.  This will prevent your marketing from sounding like a boring mass marketing.
  3. No more marketing one night stands!  Forget firing off just one marketing piece and expecting the poor little guy to do all the heavy lifting for you.  At the bare minimum your marketing should be a 3-step campaign.  Some of the most biggest (and most successful) campaigns I’ve ever done have involved as many as 49 different steps – in a range of different media.  Repetition is key.  You have to be like Waldo in your target market – popping up everywhere your prospects are looking.
  4. Create a marketing calendar for your business. This is a monthly and then weekly breakdown of all your marketing activities that you need to be doing in order to be filling your marketing funnel with qualified leads.  Marketing is a process, not an event. It’s highly likely that if your marketing isn’t scheduled to happen in advance, then it doesn’t happen (unless you’ve got a cash flow crisis).
  5. Learn how to market your business but if it’s not your true love, then, outsource it fast and get out of your own way. Some of my best private clients are themselves very good marketers, so why do they hire me to help them?  Because while they might be good at marketing, they’re not great at it – and it’s not their one supreme skill.  Their time is far better spent doing what their supreme talent is – that might be face-to-face relationship building with giant accounts, beavering away in the back room creating new products, or implementing processes and systems to make their businesses run like a well oiled machine.  Whatever your supreme talent is, that’s where you add the most value to your clients, and to your business.  If marketing isn’t what you live and breathe – that’s ok.  You don’t have to.  There are plenty of great copywriters you can outsource it to (ahem!).

But what you do need to know is what great marketing looks like, and how to tell a great marketer from just a good one.

And one final word of advice, no matter who you use to help you with your marketing, never, ever hand over the reins to them entirely.  This is YOUR business and as business owner you always need to keep a watchful eye on your marketing.  It’s the lifeblood of your business.

How To Make Selling To Your Prospects Effortless (Without Feeling Like An Icky Used Car Salesman)

Do you love owning your own business but when it comes time to actually getting people to buy from you – you feel about as comfortable as a Rich Arab Sheikh riding the subway? Maybe you have lots of people who “like” you.

You’ve got stacks of business cards from people you’ve met at networking events.

You’ve even got a pretty large number of people who’ve told you they’re interested in what you’ve got to offer.

But here’s where you come a bit unplugged.

You hate selling.

You don’t want to be seen as someone pushy.

You think to yourself…”well, I don’t need to sell to them because they’ll buy when they’re good and ready to…

Actually they won’t.

Most people won’t buy from you if you leave them to their own timeframes, no matter how much they like you.

Why?  Because we all procrastinate.

I agree that selling the traditional way is icky, sticky work.

In fact it’s revolting.

Who wants to feel like they’re pushing products on people, who likely are backing away just as fast as we’re moving towards them. If any part of my work involved this kind of selling I would likely be off living on a ranch somewhere shoveling horse poop for a living.

The good news is that with this new economy we’re in – the old way of selling is OUT, OUT, OUT (though many are still teaching it).

And the new way of selling?  It isn’t actually “selling” at all.  It’s SERVING and it’s got a whole different emphasis and a brand new set of rules to follow which are essential for survival in these unprecedented times.

Here are 3 easy steps to doing it:

1.    Start off by asking yourself?  Is the world a better place because of the work that you do?  If the answer is yes (as it must be or you need to do something else), then you’re making people’s lives better.  So it follows that if you don’t offer your products and services to people you’re actually doing them a disservice.  They NEED YOU.  Great businesses are hard to find.  People need to know about what you do and how you can help them solve their problem.  This isn’t selling, it’s serving.  Make the mindset shift on this one and you’ll never ever “sell” another day in your life. 2.    Always begin a new relationship by offering VALUE first.  Educate your prospects about your services.  Develop a rapport with them and give them such an incredible experience that the next logical step will be for them to ask YOU “what’s next?  How do I buy from you?” 3.    Listen first, then speak.  The old way of selling is about speaking first – pushing your products to prospects.  There’s no two way conversation.  There’s no listening to  what their needs are and then offering a solution.  Always start with their needs first – not yours.

Follow these 3 easy steps the next time you find yourself in a “sales” situation and you’ll be amazed at how effortless and easy the whole process becomes!

Your Marketing Message - It Ain't About You!

Your marketing message is one leg of a three-legged stool that also includes the right market and media, and it’s the fundamental building block to building a successful marketing system.  It’s also the secret sauce that quite literally could make or break your business.  Domino’s Pizza built a multi-million dollar empire on the strength of their marketing message – it was just 7 words long. What’s your marketing message?

In my work as a copywriter and coach, I critique hundreds of ads and sales letters every year.  One of the most common mistakes I find is that… most businesses focus the message on themselves.

Having a marketing message that’s all about you - your accomplishments and your success comes off as hollow bragging.  It doesn’t create a compelling marketing message to make your prospects want to leap out of their La-Z-Boy and go flying to the phone to call you. It doesn’t build rapport. And it doesn’t answer that age-old marketing acid test: what’s in it for me?  Newsflash: to get your marketing noticed by the right people and connect with your prospects, you have to make your marketing all about them, not you.

Now don’t worry.  That doesn’t mean you shouldn’t talk about your success and accomplishments.

It’s all in the way you do it. Good copywriting repositions your experience and success in a way that servestheprospect and makes them feel so connected to you that it’s like you’re reading their mind.  That couldn’t be more opposite to the way most people market their businesses – which is usually about pushing a message out to the market that’s all about them.

Also, never give prospects or customers a reason to say, “So what?” Sentences like “I’ve been in business for 20 years,” or “We care about our customers,” can lead to the “So what?” response.  You have to link the dots and tell your customers why that’s important to them.

I recently got a card from a Gold Stampede Member who, after purchasing my Ultimate Marketing Homestudy Toolkit, changed his marketing message from the “we’ve got” to the “you get” approach. He also rephrased all of those harsh sounding sales words in his sales letter (he now uses “agreement” instead of “contract,” and “invest” instead of “buy.” These words can be found on my list of 23 Most Persuasive Word Subs). He told me his leads increased and his closing ratio jumped from 35 percent to 56 percent with those changes.

By taking a client centered approach to your marketing, you’ll also stand out from your competition, who most likely don’t do much else in their marketing other than talk about themselves. Don’t believe me? Dust off a copy of the Yellow Pages and see for yourself (doctors, attorneys, nutritionists, real estate agents, plumbers, life coaches… you name it – ME based marketing is everywhere!)

5 Easy Steps to Turn a Bad Yelp Review into a Marketing Tool

Online Review sites like Yelp are great to help consumers make informed decisions about who they give their money to. And they’re also an amazing marketing tool, giving small local businesses a chance to gain word-of-mouth momentum no ad money can buy. But because this review service is a wide open platform for expression by anyone, it also also means any grumpy customer can slam your business, affecting your reputation and damaging your sales. The good news is you’re not powerless.  You can do something about getting a negative review... and, for reasons I'll reveal in a second, getting a negative review can actually be a big blessing in disguise – BOOSTING your sales – provided you handle it the right way. So, if you’ve had a cranky customer slam you on Yelp, here are 5 steps to get them back on your side and win over even more customers in the process…

1) Get Active About Regularly Reviewing Your Profile Don’t just wait for a friend to give you a heads up or stumble upon a nasty Yelp review. Schedule time regularly to look at not just your Yelp profile, but also those of your competitors, to get a general idea of what your customers’ experience is. Some disgruntled customers might give an unnecessarily bad review that is hurtful or unhelpful, and those can be addressed. But one oft-overlooked advantage of patrolling your profile is that you can use it as (mostly) unbiased and free market research. If you have consistent compliments or complaints about one aspect of your business, you can identify areas you need improvement in or get an idea of what it is that your customers are really enjoying. Plus, your presence will show that you are genuinely interested in your customers’ feedback, which helps strengthen your relationship.

2) Dig Underneath The Complaint When you come upon a negative review, take a moment to consider what is really prompting it — there is often a seed of truth in  complaints. Yelp is defintiely plagued by anonymous trolls venting about things out of your control, and you can look at the reviewer’s profile history to determine whether or not you should attempt to remedy their grievance, but do take the time to weigh each complaint equally and look for an opportunity to resolve the issue. No matter whether you think a negative review is justified or not, I recommend you post a response to it. If you don’t – it’s also sending a message to your future customers that perhaps you don’t take client care so seriously.

3) Send a Private Message If the complaint looks like it has legs (ie: there’s a genuine grievance here and not a Yelp troll just moaning about things outside your control), direct message the reviewer first. Apologize and acknowledge their complaint (don’t try to make excuses), let them know you value their feedback and business, and offer a specific way to make it up to them. Also provide a direct contact number and let them know you’d be happy to help them personally, now and in the future. This personal gesture creates accountability that they may have not felt earlier. Even if they don’t respond, you can know you put forth the effort.

4) Always Post a Public Response If the reviewer was unresponsive to your personal message, leave a public response — not a rebuttal — letting them know you appreciate their feedback, are sorry for their experience, and that you sent them a message with your contact details and would be glad to talk to them to resolve the issue. Even if the customer doesn’t change their mind, this lets everyone know you value their feedback. But don’t ever request a reviewer to change their review (in a public or private message). Happy customers who are active Yelpers will often amend their reviews for you.

5) Go Get More Reviews To Help “Bury” The Bad One The best way to up your rating (and combat those negative customers) is to get more reviews. Let all your customers know you encourage and welcome their feedback. You can advertise in-store and on your website that you offer special discounts or incentives for customers who can show proof of a review — though, again, do not request positive reviews. This shows you are actively interested in two-way communication with your customers — and that’s customer service gold.

The Worst Marketing Mistake You Can Make In Your Business

When I made the switch from escaping my corporate job to becoming a freelance copywriter, one of the things I was most excited about was building my brand. I’d had come up with a snappy name for my business (Blazing Copy), created a cool tagline and I’d hired someone to create a logo.  Actually I agonized over the logo because I wanted it to be just perfect... it was after all going to be my brand which was what was going to attract clients to me.

Right?

Maybe you’ve thought the same thing in your business.  All you need to do to get more clients is to get your brand “out there” more.  Build a stronger, better brand than your competition so that way, anytime anyone thinks of needing what you sell – they think of you.

Sounds perfect in theory.  This is, after all, what big businesses all do to get big.  They advertise and build their brand.

Unfortunately as a marketing strategy for Solopreneurs, this brand-driven marketing strategy is fatally flawed, and is responsible for more business failures than any other one thing.

I’m about to shave about 10 years off your marketing learning curve and teach you something that I never learned getting a degree in marketing….

Using brand advertising or “position type” advertising is the single worst way for Solopreneurs to market their business.  It's ridiculously costly, inefficient and most importantly – IT DOESN’T WORK.

Why? Many reasons actually.  Here are the main ones:

1)    Building brand recognition is a marketing strategy used by big BIG companies who have hundreds of millions of dollars to spend on their advertising.  It's taken companies like Apple, Coca Cola, Louis Vuitton billions of dollars to build brand recognition and 30 - 100 years to get any kind of brand recognition.  You don’t have the luxury of having either millions of dollars or 30 years to start making real sales.

2)    Brand advertising is an extremely inefficient way to market a business which doesn’t necessarily result in an increase in sales.  It doesn’t even work for a lot of the BIG companies who do it (Ford was spending more than 20 million advertising on American Idol, meantime it was hemorrhaging red ink; Circuit City had a recognizable brand, so did Borders and Linens n’ Things).

3)    Brand advertising is NOT trackable.  If you’re putting brand ads out there, you have NO idea if they’re actually driving people to your business.  If they are working you don’t know, so how can you replicate the ads and get more out there?  And if they’re not working, then you’ve no idea either.  You might as well be flushing your hard earned marketing dollars down the toilet.  (Side note: this is why ad agencies are such BIG fans of brand advertising – as it's not trackable they can’t be held accountable for results either!  They’ll take the credit if sales go up (even though this is may very well be caused by something else, and they’ll point the finger elsewhere when their brand campaigns bomb).

4)    Brand advertising puts you at the mercy of your target market.  THEY get to decide when they’ll buy from you, which might be a month from now.  It might be a year from now.  This doesn’t help you any – you’ve got bills to pay, a family to feed and a business to run now.  You need sales NOW.  Today.

So let’s recap why doing brand based marketing for your business is a really bad idea.

Using your brand to try and market you business is a bad idea because it takes millions of dollars to make any impact in your market, it’s an extremely slow way to build a business (brand building takes decades), it's like playing blind archery with your marketing money because you’ve no idea if those ads are even working, and it doesn’t necessarily result in an increase in sales.  It also gives all the power to your target market, they get to decide when they’ll buy from you, instead of you being able to call the shots and compel them to take action, immediately.

So how then should you market your business?

Simply with one objective: to market in a way that enables you to make sales TODAY.  Right now.  Use marketing that is trackable so you can immediately measure ROI and know if it's a smart use of your marketing budget, AND market in such a way that compels your prospects to take immediate action.

This is what’s known as Direct Response Marketing.  It’s the ugly sister of advertising because it’s ridiculously effective, 100% trackable and it's only measure of effectiveness is how much money it brings in. Not how pretty, cool or creative the ad was.

Imagine that.  Marketing that really works to attract new clients and gets them to take action when you want them to act (and not when they feel like it).

Next week I’ll share with you inside secrets as to how you can quickly and easily start transforming all your marketing into Direct Response marketing.

Stay tuned!

How to Turn Mud Into Chocolate Mud Pies ...

"When written in Chinese the word "crisis" is composed of two characters - one represents danger and the other represents opportunity"  ~John F. Kennedy, address, 12 April 1959 Nearly a month ago a small tornado ripped through the sleepy town of Dexter, MI.  As with most tornados, it arrived with little warning and plowed a path of destruction that stretched over 10 miles, upending trees, houses and the lives of the people who live and work there.

Dexter also happens to be the city just north west of where I live.

And its where I keep my horse.

By nothing short of a miracle, the tornado missed the barn by less than ¼ of a mile.  The night the tornado unleashed its fury I got a text from the barn manager to say that despite the 135 mph winds, all people, animals and property were safe.

I happen to believe in miracles, and that was certainly one of them!

The next morning I yanked on my boots, hopped in my car and headed out there to double check on my horse.

As I approached the little town, the first sight of damage I saw was that it looked like someone had emptied 100 dumpsters worth of trash onto the branches of trees.  The damage got worse as I drove on.  It looked like a war zone and I felt like as if I was part of some kind of horror movie set on a Hollywood backlot.

King Kong had stepped on a car wash building and squashed it flat as a pancake.

A restaurant had its whole top floor ripped off.

Cars were overturned or wedged into the side of buildings.  Homes destroyed beyond recognition.

A somber parade of more than 30 huge landscaping trucks shuddered past me to begin the mammoth clean up task.

As I sat in the traffic jam, I felt sick to my stomach thinking about the local business owners.  Dexter has a thriving small business community, but how many would have planned  for this kind of catastrophic event?  Very few was my guess.  Most would have woken up that day thinking it was just going to be a regular, old Thursday.   Now, in one foul swoop their incomes had been severed, their homes damaged, and they had no idea when they’d next receive another paycheck ….

Except for one little business, that is.….

Which just so happens to be my favorite little coffee hut out there.

As I approached the lot where the coffee hut was located,  I noticed that unlike the rest of Dexter (which understandably was in a total state of shock and mourning), the place was a hive of activity.  The vibe, very upbeat.   Everywhere I looked there were people – in cars, out of cars, directing traffic, talking to each other…there was laughter even - police officers, landscaping crews, rescue crews, locals, volunteers…

In fact, you could say the place was rocking.

I also noticed that everyone seemed to be drinking coffee!

Turns out the little hut had survived the tornado but had no power or water.

That would have been enough to keep most businesses shut.

Not this little business.

The owner had brought in a mobile truck complete with generator, a portable espresso machine and a cash register. And someone had been up baking carrot cake muffins that were being handed out left, right and center.  Extra staff had been called in to help, and they were taking, and making coffee orders like crazy.

Never mind that the parking lot was strewn with debris, or had huge potholes which a mini could get lost in.  The staff were running around, taking orders, bringing coffees, boosting morale.

Talk about making lemonade out of lemons!

On one day I’m sure that little business made more money in a 24 hour period then it did the whole month prior.

That takes some “hootzpah, and some fierce bulldog determination to succeed no matter what.  I don’t know that owner, he isn’t part of any of my coaching groups at the Client Stampede, but I’m going to seek him out to hopefully interview him on how to thrive despite mountain sized obstacles

Reminds me of another favorite quote of mine…

"Every adversity, every failure, every heartache carries with it the seed of equal or greater opportunity" - Napolean Hill

Press on ...

Earlier this week I was on a coaching call with one of my Platinum members, and she was having a vent session. You know, one of those horrible "this is all just too hard I think I should just give up, I'm not really cut out to do this"..kind of vent session.

I've certainly had them and I bet you have too.

When I was a kid, my Mom used to call these outbursts "haircuts". All we'd have to say to her is "Mom - I need to have a haircut - can you listen for a sec?". And we'd let it all hang out, moan, whine and complain...and within 5 minutes, usually felt a lot better.

Vent sessions are important. No - they're critical for your success.

Being a solopreneur can be lonely and terribly isolating...there you are banging away at your key board, with just your dog at your feet...and an empty coffee mug on your desk. Its essential you have an outlet - someone you can trust your innermost fears to, who's not going to freak out (like your husband who just saw the credit card bill and is wondering if this "marketing stuff really works!")

That's the power of having a good coach.

Someone who can help you walk through your fears, realign your path, and keep you moving exactly where you need to go.

I heard someone once say that you can never put a price on having someone in your life who believes in you more than you believe in yourself...

I saw the power of this when I was 15 years old in high school. My Mom's best friend also happened to be the vice principal of my high school and the head of the math department...

Now math has NEVER been my strong suit. But when I was 15, the vice principal took my Mom aside one day and told her that I didn't have a hope of passing my math exam that year. And of course, my now very worried Mom, told me...

Thing is...she was probably right.

Except that that wasn't what I wanted to hear..and I'm a Capricorn (goat) ...so, if you want me to do something...just tell me it can't be done and I'll find a path to get there!

That year I got a math coach and met with her religiously twice a week. For me that was akin to having to get a root canal on a regular basis

...algebra, statistics, fractions YECH!!!

There were times I'd show up to those coaching sessions in floods of tears because I just didn't "get" it. My coach would quietly listen, and when I'd finished throwing my pity party and having a vent session, she'd say to me quietly "alright...now where were we.."

That year I passed my math exam with 76% - a personal triumph of epidemic proportions! But if my coach hadn't believed in me...or had told me that it was unlikely I'd pass and I should just "stick to art"...I would never, ever had known what I was capable of.

What about you?

What problem are you grappling with at the moment that makes you just want to scream? Is it bad enough to make you question whether you should throw in the towel and just go get a desk job working for someone else?

Never, NEVER, Never Give Up!!!

You were given your dreams for a purpose. The fact that your goal is to make $100K, $200K, $500K, or to work less without sacrificing income so you can spend more time with your family...I believe these are your God given desires.

You've got them for a reason. Its your job to grace the world with your own form of beauty - no one else offers what you do, in the way that you do.

This week's ezine is all about the power of perseverance.

I want to give you a giant helping of inspiration to help you push through whatever you might be struggling with right now. (Keep this ezine in a safe place so you can reread it when you need to!)

Winston Churchill famously once said "never,never, never give up."

There's another saying I love - an old Japanese proverb that says "fall done 7 times get up 8."

But by far, one of my favorite quotes of all time is the one Erin Brokovich carried around in her pocket in a letter her Dad wrote.

"Nothing in the world can take the place of Persistence.

Talent will not; nothing is more common than unsuccessful men with talent.

Genius will not; unrewarded genius is almost a proverb.

Education will not; the world is full of educated derelicts.

Persistence and determination alone are omnipotent.

The slogan 'Press On' has solved and always will solve the problems of the human race."

To your massive abundance and success!

Pocket Money

Here's my last story to share with you about my Irish Christmas vacation..well maybe my last, I just might have one more up my sleeve... So there I was.  In blustery, butt freezing Belfast.  Out braving the cold and the throngs of mad post-Christmas shoppers.

The wind was relentless, my cheeks were bright red (even redder than usual) and the sky had just opened up, pummeling me with pea sized pieces of ice.

So.... I did what any sane person would do.  I gritted my teeth, stayed my course and made a beeline through the now icy streets.  I had  my target fixed firmly in my sights while people all around me were bailing left right and center into the nearest pub.

I hurdled around the corner and charged through the doors of my destination - a mega sized department store called Marks & Spencer. Fighting my way through the throng of frenzied, wet and hail assaulted shoppers I made my way to the kids clothing area.

I did manage to find what I was looking for - a cool sweater for my daughter (one with patchwork elbows made of ridiculously soft Irish wool).

Then, as I was lining up to pay, my eye caught sight of something which can only be termed as sheer marketing brilliance.

It was a sign strategically placed to catch the attention of anyone under 3ft tall, right next to where "Mum" would be forced to stand in line for the next 10 minutes at check out.

Here's all the sign said.

"Pocket Money" (that's Irish speak for Allowance),

Beneath it was a series of little bins with at least 35 different ways to separate kids from their precious weekly allowance with all kinds of useless colorful trinkets.

Absolutely brilliant marketing.  Here's why.

First of all the sign specifically targets kids to buy stuff using THEIR OWN MONEY. The sign is not meant for adults to read, it wasn't even at our height.

Secondly the sign is located in the area most Moms and kids visit - in the kids clothing section.  Most kids HATE clothes shopping and get dragged there under duress.  This little marketing ploy was the perfect diversion to keep the kids out of their "Mum's" hair and make a sale at the same time.

And thirdly, the location of the sign was strategically placed to catch little eyes while they were rolling theirs, bored senseless and being forced to wait in line.

This kind of marketing brilliance is called niche marketing - and if you're not doing it in your business, that's why you don't have an extra zero at the end of your income....yet!

(For those of you who are smart enough to have already invested in a copy of my Client Stampede Ultimate Homestudy Toolkit - don't worry the easy niche marketing magic formulas I give you in there are bullet proof...just plug and play and you're on your way!)

As the rich happily say "there are riches in niches!"

A Dose Of Thursday Inspiration And A Life Changing Strategy For Your Marketing

We’re already nearly half way through January, so here’s a little inspiration if your New Year’s resolutions are wearing thin, or you’re struggling with a big problem in your business right now (like not getting enough clients)… When JK Rowling (Harry Potter inventor) wrote her first book, she was so poor she couldn’t even afford to have photocopies made of the transcript.  So she typed out 3 entire copies of the manuscript to mail to potential agents.

Good ol’ blue eyes, Frank Sinatra was dumped TWICE by a record label.  Lady Gaga was told she wasn’t talented enough by her first record company. They fired her, too.

Whether you are fans of these three artists or not, just imagine what they would have deprived the world of if they’d quit.  If they’d said, “This business is too hard, I’m gonna go drive taxis instead…"

Now back to you and what all this has to do with your business.

I’m assuming that what you do in your business really DOES help others.  You’re only selling a product or service you truly believe in…right?

Ok, good.

And just one more thing I need to check with you: people NEED what you’re selling too, right?

Alright, phew.  I just wanted to check you weren’t scrambling around trying to find a market to “sell your thing to” – there’s already a hungry market out there.

Well in that case, GET OUT THERE AND MARKET YOUR BUSINESS.  You don’t owe it to yourself – you owe it to the hundreds, possibly thousands of future raving fans who are desperate to find someone like you to do business with. They’ve been searching for you for a LONG time.

Many of my private copywriting clients say exactly that.  “We’re SO glad we found you!”  That’s because I remove a huge stress from their shoulders, I take the guess work out of their advertising, I do exactly what I say I’ll do, and I get them real, measurable results.

Just think about it for a second.

That one realization that you OWE IT TO OTHERS TO TELL THEM ABOUT HOW GREAT YOUR PRODUCT OR SERVICE IS - changes EVERYTHING about the way you approach your business.

If your future customers don’t know about you, their lives are going to be a lot harder.  They NEED you.  They’re looking for you.  And they’re looking to you for ways to make their lives easier.

It also means that you’re now approaching your marketing from a giving mentality instead of a taking mentality… and that’s one of the BIG secrets to attracting more customers.

So now I’ve helped you change the way you think about marketing and selling your business.  You’re not doing it from the perspective that it’s an activity you have to do in order to make a bunch of money (although that’s exactly the happy by-product of what we do).  It’s about looking for ways to help others, and telling enough people about the great work you do.

One of my mentors Zig Ziglar once said “you will get everything in life if you will only help enough others get what they want in life.”

So true.

Now get out there and tell others about how you can help them!

Looking For Value In All The Wrong Places ...

If I was to conduct a straw poll of 100 different businesses and asked them just this one simple question: “What’s the one thing you have that’s of MOST value in your business?, what do you think the responses would likely be? Here’s what I think they’d be:

“Well, DUH – its in our super-fandangled-whiz-bang new product we’ve just released”

“It’s in our amazing customer service – our customers love us and refer us like crazy”

“it’s our incredible service”

“Our single biggest assest is that we have THE best storefront location in the city”

“My staff is my single biggest asset”

“Its our amazing technology”

The list goes on and on…you get the idea.

But here’s the thing. ALL of them would be wrong.

Unless, of course they made this one simple statement: ”It’s in our customer list – we’ve got full customer information for ALL our customers – name, address, mailing address, physical address, phone numbers, buying history, referral history …”

Most business owners mistakenly place high value on the physical or service aspects of their business – their location, factory, equipment, products or services. But all that is just “stuff”. Its easily replaced and easily duplicated.

The real value in your business is with your customers.

If you have a great customer list, then you, quite literally have at your fingertips the ability to create your own income on demand. Releasing a new product? Zaap! Send an email to your list with a great offer before you go to bed at night and cha-ching – you’re got money in your account when you wake up. Found a great product that your customers could really benefit from? Send an offer to your list and earn a commission off the sales.

If you’re not zealously collecting the names and contact details of not just your customers, but all your prospects too (especially your prospects) – you’re letting a HUGE amount of money slip through your fingers.

Stop the hemorrhaging and make this your number one priority starting today…

PS if you haven’t ordered yourself a FREE copy of my audio CD: 10 Secret strategies to get more clients, make more money, turn customers into raving fans and give more back in the new economy – you’re nuts. It’s a $97 value, yours FREE! Just visit my website at www.TheClientStampede.com and use promo code GetYerSpursOn at checkout.

16 examples of irresistible offers to light your prospects pants on fire

The strength of a great sales letter really boils down to how irresistible your offer is.  Matching the right offer with your target market is often the one little hinge that can open BIG doors.  In my Client Stampede Ultimate Marketing Home Study Tool Kit I provide my exact magic formulas for how to craft an irresistible offer - here's 16  irresistible offers  out of my list of 47 in my Ultimate Marketing Toolkit you can easily "swipe and deploy" for use in your own business:

  1. Free information report, starter kit, demo, sample etc
  2. FREE with absolutely no strings attached
  3. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  4. Free Shipping
  5. Hold your check
  6. Time deadline
  7. Limited number of units available
  8. Bonus overload – stacked bonuses
  9. Early bird bonus tied to a specific response date
  10. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  11. Mystery gift
  12. Basic/deluxe or good/better/best
  13. Accept payment on multiple credit cards
  14. Easy pay options (monthly payments)
  15. The more you buy the more you save – tiered discount based on amount purchased
  16. Different pricing based on customers promise of action (e.g. for testimonial or referral)

7 Easy Steps To Writing A Darn Good Sales Letter

You've gotta love the power of a great sales letter.  It's THE best leverage of your time and is like having your very own army-sized sales force, pounding the pavements for you, perfectly delivering your marketing message every time for less than a cup of coffee.  They never call in sick, never go on vacation, never ask for a pay raise and they'll work tirelessly around the clock for you 24/7, 365 days of the year. So here are 7 expert secrets to writing an extremely effective sales letter.

Secret #1  Create an attention driven headline that specifically speaks to your target market, arouses curiosity and answers the question in your prospects mind "what's in this for me?".  For example: "Using a Lawyer May Be Dangerous To Your Wealth" "For the Woman Who Looks Older Than She Is" "Former Hairdresser Earns $8000 a Month As A Real Estate Specialist" "How To Double Your Income in 60 Days Or Less"

Secret #2 Open your letter with a personalized salutation (the more PERSONAL you make your letter look and sound, the higher your response rate will be).  If you can't address it to the person directly (eg Dear John, or Dear Mrs McDonald), try using one of these salutations: Dear Friend Dear Neighbor Dear Fellow _______er <i.e. Golfer> Dear Colleague, Dear Reader Dear Frustrated Tax Payer Dear Valued Customer

Secret #3 Use a powerful "letter opener".  The first couple of sentences of your sales letter have to be really compelling to "hook" your prospects and get them to read the rest of the letter.  Consider these: Here’s you chance to... In looking over our records I noticed that you... Will do me a favor? Will you try this experiment? Here’s an amazing opportunity! I’m writing to.. Congratulations! Could you use an extra $500 a week? Frankly,I’m puzzled... I couldn’t wait to write to you.

Secret #4: Talk about Benefits, NOT just features in your sales copy.  Understanding the difference between benefits and features is critical for the success of your sales letter.  A feature is fact driven, a benefit is more of an emotional connection.  This difference is extremely important because people BUY ON EMOTION, THEN JUSTIFY WITH LOGIC!!!  For example a feature is this drill has 27 different drill speeds.  The benefit is that you can get your work done in half the time which means you get to spend more time relaxing on the couch, watching your favorite sport.

Secret #5 Use Subheadings, bold font, itallics, and underlining to create a "double readership path" Everyone reads sales letters differently.  Some people will read every word, others will skim read every paragraph, and still others will just read the headline, the opening paragraph and then maybe the PS at the end of the letter.  That's why you need to make sure the most persuasive and important messages in your sales letter are made to jump out at the reader and create a "double readership path"..

Secret #6 Make sure your sales letter contains an irresistible offer and a deadline to respond by (remember this offer should be bold, it should be different to anything your competition offers, and compelling enough to light your prospects' pants on fire).  Here are some examples of irresistible offers:

  1. FREE with absolutely no strings attached
  2. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  3. Free Shipping
  4. Hold your check
  5. Bonus overload – stacked bonuses
  6. Early bird bonus tied to a specific response date
  7. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  8. Mystery gift
  9. Easy pay options (monthly payments)
  10. The more you buy the more you save – tiered discount based on amount purchased

Secret # 6 Include a bold reverse risk guarantee.  This is a very powerful copywriting technique to make it easier for your prospects to say YES than no.  Here's an example:

"You’re fully protected by our iron-clad money-back guarantee: If you decide that your <name> membership and <publication> aren’t for you, just let us know at any time during your membership period. We’ll send you a prompt 100% refund – every penny you paid. That’s a full refund, not partial or pro-rated. All the issues and the bonuses are yours to keep – even if you cancel. Could any offer be fairer than that?"

Secret #7  Use a powerful close to make your prospects whip out their credit cards

The way you close your sales letter is very important - it will determine whether your prospect puts your sales letter down to "think about it" or is moved to tale immediate action.  Here are some great examples:

"The next move is up to you. I’ve shown you that the <name of your product> is as risk-free as an offer can come. You and I both know that if you’ve read this far in the letter, you’re seriously interested in improving your business and personal income. All that’s left to do now is take action and call the number below to place your order".

"You really can’t afford not to invest in this course! Don’t you think you owe it to yourself to move on this incredible opportunity?  So what are you waiting for? Drop the enclosed card in the mail today."

That's it!  Follow these 7 simple steps and your sales letter will be MILES ahead of anything your competition is using!!!!

 

The 2 Secret Reasons Why We Buy

In this month’s Gold Nugget I want to take you back to a fundamental marketing principal – the two real reasons why any of us buy anything.  Understanding this is like unlocking the key to the vault. Once you understand the real reason why someone is buying your product or service, you can carefully tailor your words – your sales copy, your sales pitches, your in-person appointments – to resonate with your prospect at an even deeper level, quietly speaking to their “secret need.” Here are the only 2 reasons why we buy: 1) We buy a solution to our problem and/or 2) We buy to get transference of feeling.  I think the first reason is obvious, the second reason less so.  How many times have you rushed to buy something because without realizing it, the actual act of making the purchase, rather than the thing itself, is what makes you feel great?  I’m guilty as charged.  For example, one of my private clients www.NourishMD.com specializes in helping moms find safe, natural alternatives to kid’s health problems, they’re also strong advocates of the REAL food movement.  Just searching their website makes me feel like I’m a better mom, and when I reach for my credit card and buy their homeopathic flu remedy or a bottle of probiotics for River, subconsciously I’m already congratulating myself for being a “caring, health-conscious mother for my child.”  It’s not that I don’t want what I’m buying – of course I do – but the instant gratification I secretly want is the transference of feeling.  That feeling is addictive. How many times have you gone out and bought something that made you feel instantly better, instantly happier or self-assured only to quickly forget about it and “rediscover” it weeks or months later, by which time it feels like a bit of an anti-climax?

Ok, so now you’re armed with this “insider” knowledge about your prospects.  What are you going to do with it to help them and to help you?

How a Cow Shaped Rubber Band Sparked a Fashion Revolution and Made a Fortune

This month, while trawling for interesting information to share with you in Marketing Dynamite, I stumbled on an interesting article in Inc magazine called “How I Did It.” It was about a guy named Robert Croak who in 2006 started a national fashion frenzy by introducing colorful shaped rubber bands called Silly Bandz. At their peak in 2008, his little company was selling more than 1 million packs of Silly Bandz a week and people were driving to its offices from Alabama, Indiana, and Kentucky because his phone lines were jammed up with orders. In Inc, Croak talks about being so overwhelmed with shipments at one stage that the company ran an ad on Facebook saying:  “if anyone was looking for work, they’d hire them on the spot – with a line down the street, and a full warehouse, they started packing shipments on tables on the sidewalk.”  Croak goes on to say “Silly Bandz put me in a category of wealth that most people have never imagined, and everybody wants to look at me and say ‘that guy got lucky,’ when in reality it took me 20 years to get where I am today.”

I tell you this story because all too often we assume that an overnight success is just that – luck, when rarely luck has anything to do with it. It’s the culmination of invisible years of multiple failures, bulldog tenacity, sweat, massive risk, a steadfast goal and belief in yourself.

The Kardashian "Mother Lode" - How Chris Jenner Created The Kardashian Juggernaut

Love 'em or hate 'em, reality tv stars, The Kardashians and Kardashian Inc. are branding powerhouses to be reckoned with. Last year they earned $65 million – more than Tom Cruise, Sandra Bullock and Angelina Jolie combined. This year their estimated earnings are set to top more than $100 million. From fragrances and paid endorsements to designer duds and a “destination Kardashian” at the Mirage in Las Vegas (which houses every product the family endorses). “We’ll take Kim in a bikini and put her on a beach towel,” mother Kris Jenner says. “So you would be laying on a Kardashian at the pool.” The hotel itself will be a Kardashian shrine: room keys will bear their image, each of the 4,338 rooms will house Kardashian-branded water in the minibars, Kim’s fragrance on the vanity; oh, and Kim and the girls will be vamping on a dozen of the new slot machines. Really? You can lay on a Kardashian by the poolside and this is their mom speaking? (Actually it was Kris’s idea).

The mother and “Momager” behind the Kardashian powerhouse, Kris Jenner, may be many things – bossy, controlling, nosy, obsessed with personal lubricant to name a few, but when it comes to monetizing her family’s reality TV fame in inventive and controversial ways, the woman can’t be beat.

And, just like the inventor of Silly Bandz, the success she’s created for her family hasn’t been overnight either – it’s been many, many years in the making. A former airline hostess, she started back in the early 90s selling exercise equipment via an informercial she wrote and produced with gold medalist hubby Bruce Jenner.......... (continued below).

Kris met husband Jenner on a blind date - at the time he was doing  a little motivational speaking, a few public appearances but mostly playing a whole lot of golf.  Kris recognized an opportunity when she saw one and began overseeing his speaking engagements and management deals.

By 1994, Kris and Bruce launched a line of stair-climbing fitness equipment via a self-produced infomercial, “Super Fit With Bruce Jenner,” in which they both appeared. The ad was a success, running 2,000 times a month in 17 countries, however in 1995 and 1997,Kris added 2 more daughters to the clan and her show biz career took a 10-year hiatus.

In February of 2007, inspired by the Success of Sharon Osbourne and the Ozzy Osbourne Show, Kris independently produced a presentation tape of a reality show following her family and had begun shopping it to different production companies.  It was about this time that Kim Kardashian sat her Mom down and told her that a sex tape she'd made with her boyfriend had been sold to an adult film distributor and was going on sale at the end of the month.  If there was ever a time to turn lemons into lemonade, this was it.  Kris hired a spin doctor to handle the public outcry. Vivid, the adult film distributor ended up having to pay Kim a reported $5 million for the sex tape and the tape itself went on to become one of Vivid’s best-selling DVDs in 10 years — putting the Kardashians squarely on the map. In 2006 Kris signed a deal with Ryan Seacrest Productions to follow her family on a new reality tv series - Keeping Up With The Kardashians.

“My job", said Kris "is trying to take my kids’ 15 minutes and turn it into 30.”

Looks like she hit the ball out of the park on that one ...

Got QR Code Fever Or Wondering How You Can Use QR Codes In Your Marketing?

QR Codes have lovers and haters.  The haters say its just another fad.  The lovers are using QR codes and laughing all the way to the bank. You be the judge.

Here's my view - it's new technology, it's a fast-growing technology, and if your target market has smart phones and are somewhat tech savvy then I think its great to find another media to connect with them that's low or no cost. Plus QR codes are a great customer involvement device and provide another call to action you can use in your marketing to get prospects to buy.

Here’s my favorite QR Code creator (some elements are free, others cost a bit): http://www.QRStuff.com

Here's a list of QR Code readers / decoders / scanning apps for iPhones, Androids and more: http://www.qrstuff.com/qr_phone_software.html

And most importantly, here are some examples of how you can use QR codes in your marketing to make more sales

  1. Business Cards Put a code on your business card containing all of your contact information and give them an irresistible offer
  2. Put a QR code On A T-Shirt Send them to a great landing page with a free introductory offer or low cost offer with big savings
  3. Use a QR Code as a "get more info" option If you have a physical store, put a QR code on products which when they scan it gives them additional info.  If you don't then you can use QR codes in your service menu or product menu to keep it uncluttered.  List just the main points of each product and service offering in your menu and then give them a QR code they can scan to get more info
  4. Put It On Your Website's "Contact Us Page" People take a picture of your page on the screen, put you in their contact list
  5. Put It On Your Instruction Sheet People scan it to get step-by-step instructions on how to use a product or service, or get directed to a video where you give them step by step instructions
  6. Use QR codes In Print Ads People scan to be taken to a specific landing page on your website
  7. Put It On A Campaign Sign, or a Poster Take people directly to your website - preferably a squeeze page so you can incentivize them to "opt in" and give you their info
  8. Put It On A For-Sale Sign Take them to a website with video and information about the item being sold - for example a house, a car, a boat.  You could even post this on a bulletin board.
  9. Use a QR code to Put It On Your Luggage Ok so it won't get you customers but it'll save you a lot of grief if your luggage ever gets lost…
  10. Send a Tweet Scanning it sends out a tweet
  11. Do A Location Login Put on every table and the walls of your restaurant, does a foursquare login or a Facebook location login
  12. Add To Your LinkedIn Page Passes your contact information or website
  13. Call Us To Place Your Order Scan dials their phone
  14. Send a Teaser Postcard Send a QR code to a potential client, which takes them to your website
  15. Put It On Your Conference NameTag Contact information or website
  16. Put A Backsell On Your Invoice Taking them to a landing page making a special offer to upsell them
  17. Paypal Buy Link Scanning takes them to Paypal to buy your item
  18. Promote An Event Scanning the QR code puts it on their calendar
  19. Announce Your Free Wifi Scanning logs them into your wifi account
  20. Put It In Your Powerpoint Presentation Build your list by sending them to a special bonus offer if they sign up!

What other ideas do you have for using QR codes?  Share them by posting a comment...

Got Rejected? Buck Up And Read This ...

As Super Entrepreneur Kathy Ireland recently told me "I love it when people tell me no, because then I say 'well great, now at least we're talking!' ." If you're feeling a little down and out because of a little rejection, then buck up, toughen up, and most importantly don't give up,  because you're in great company:

The Vice President of Columbia told this actor that he was never going to make it in the business. This actor went on anyway to enjoy an acting career that so far spans 4 decades, has been ranked #1 in the Top 100 Movie Stars Of All Time, and today is still the third highest grossing U.S. domestic box-office star.  The actor? - Harrison Ford

This author’s first book was rejected by 12 publishing houses and sixteen agents. The author? John Grisham.

This band was turned down by a recording company who told them "We don't like their sound and guitar music is on the way out." They were talking about the Beatles

A chubby child, this boy was told by a music teacher "as a composer he is hopeless" - Beethoven

This well known person was fired from a newspaper because he "lacked imagination and had no original ideas" - Walt Disney

This author was told by Publishers that "anthologies didn't sell" and his book was "too positive" .  He was rejected a total of 140 times. The book? Chicken Soup for the Soul. It now has 65 different titles and has sold over 80 million copies all over the world.

Feeling better?  Ok good - now go out there and make that sale :)

Impossible Is Nothing

Henry Ford decided to produce his now famous V8 engine.  He had fixed in his mind the exact image of what he wanted his new engine to look like – all 8 cylinders cast in one block.  He sat down with his engineers to produce a design, but his engineers were unanimous, telling Ford what he wanted was simply impossible to achieve. Ford said “produce it anyway.”

“But,” they replied “it’s impossible.”

“Go ahead,” Ford commanded, “and stay on the job until you succeed no matter how much time is required.”

So the engineers went ahead as instructed – they really had no other option if they wanted to keep their jobs.  Six months passed, and nothing happened.  The engineers tried every conceivable plan to meet Ford’s orders, but the thing seemed out of the question; “impossible!”  At the end of the year Ford checked in with his engineers and they still had nothing to show him – they had found no way to build what he wanted. “Go right ahead,” said Ford, “I want it, and I’ll have it.”  So they kept forging ahead…and achieved it.

If you can conceive of it – you can achieve it.  It’s been proven time and time again.  Thomas Edison imagined a lamp powered by electricity, and despite having over 10,000 failures, we have him to thank for our brightly lit houses, our X-boxes (?!), our refrigerators.

Marconi dreamed of a way to harness the intangible forces of the ether – a way to connect the most humble of homes and most stately of mansions.  His “friends” admitted him for psychiatric evaluation when he announced he’d discovered a way to send messages through the air without the aid of wires, or any other physical means.  His invention?  The radio.

Be as GREAT as you can imagine.  Set your sights on BIG goals, not little ones. Settling for less, or deciding to be small to keep others happy, helps no one.  Be careful who you listen to and share your dreams with.

And, as Winston Churchill said “never, never give up.”