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| Wednesday December 8, 2010 | |||||
| From The Editor:The Internet Money Club, our Internet coaching program, launches in just a few days. It teaches start-up entrepreneurs who have no previous marketing, technical, or business experience how to start an online business -- and be profitable -- in just months. I'm sending all 400,000+ ETR subscribers a special message detailing how they can join the program. We cap membership at 250. So if you want in, read that message on Saturday and take action immediately.
"The unread story is not a story; it is little back marks on wood pulp. The reader, reading it, makes it live: a live thing, a story." Ursula K. LeGuin The Powerful Tool That Can Build Your Business, Attract Employees, Partners, and Customers, and Turn Them All Into Raving Fans Today, I'm going to tell you about a powerful tool that you can use to build and grow your business. It's not a tool you can buy... In fact, it's absolutely free. When used properly, this tool will attract more customers to your business, foster in them a deeper bond to your business, and get them to spend more with you than ever before. Even better, it will turn every customer you acquire into a raving fan who not only recommends your business to others... but also defends you to traducers. At the very same time, this tool will create greater meaning, purpose, and commitment for everyone who works with or inside your business. This tool is your Core Myth. Your Core Myth defines what your business is all about. It's a story of passion, motivation, and the overcoming of obstacles. It's the narrative of what makes your business unique and what differentiates it from the rest of your market. Your Core Myth is your business's story. But make no mistake -- it's no ordinary story. FREE Presentation You Need to See In case you haven't had a chance to view this myth-busting video yet, please take a moment now. It's quickly becoming an online sensation and I don't think you'll want to miss it... This information could make you a fortune. Make sure your speakers are on and CLICK HERE. Because when successfully created it will rally your employees, outsourcers, and freelancers to contribute more day in and day out. It will assist you in your efforts to recruit top talent to your team. Most important, it will give all your stakeholders (team members, customers, partners, and vendors) a deeper reason to believe in and desire to see your business succeed than any other single business-building concept. You see, it's no coincidence that almost every big successful business has stories about its start-up period. And these stories take on the role of a legend in the hearts and minds of their customers and employees. Remember... Big, successful businesses were at some point small businesses. They started in the same place -- but each one did things differently. Some small businesses rapidly grow into big businesses. They do it, in part, by creating legends and myths about their business that convey excitement and enthusiasm, and turn everyone's commitment to the business into a meaningful cause that differentiates them from the rest of the pack. Why the Core Myth Works Almost everybody wakes up each morning in a world where they aren't quite sure what their bigger purpose is, or how they should be living. This fundamental uncertainty includes trivial lifestyle decisions like what clothes to wear and what to eat for breakfast... as well as important issues like which goals we should pursue, what impact we want to have on the world, and the overall purpose of our lives. These uncertainties, great and small, create the ideal conditions to leverage your Core Myth to build your brand by giving everyone who works for you or buys from you greater certainty, meaning, and purpose in their lives. In the study of branding, it's long been accepted that brands sell a "how to live" component with the actual item or service included. Brands that effectively exploit this ambiguity create packets of meaning -- in the form of stories -- that we can apply to our lives. One of the older ways of looking at brand marketing that was developed in the 1950s -- and is still pervasively applied and believed in -- concerns attaching social meaning to products or services. A graphic representation of what's going on here would look like this:
Branding was all about that middle box. The image your brand conveyed about its users. For example:
But, as I said earlier, most people are no longer sure about their goals and purpose and the meaning of their lives. Nowadays, the average person changes careers a minimum of five times and changes social relationships, homes, and social roles even more often. Which means most people are struggling to find meaningful ways to live. Brands have now become surrogate traditions showing customers how to live. A graphic portrayal of this new model would look like this:
Click Your Way to Profits... How many clicks of the mouse would it take to make $500... $1,000... $10,000+? Not as many as you think. We've developed a simple blueprint you can follow that could have you generating your first easy profits within a few short weeks. And all you have to do is watch... and follow along. ETR reader Buck Rizvi did it. So did ETR readers Julie Broad and Richard Mix. Because of that, the role of stories and myths has become central. Now they give the buyers themselves meaning. They become real, a template to guide our future actions. Your Core Myth gives...
The Deeper Impact of Your Core Myth This doesn't just apply to your customers. It also applies to every person who works for and with you and your business. When you give your employees and partners a bigger purpose... a better reason to contribute... a compelling reason to give their work everything they've got each day... you give your business a huge advantage over every other business you will ever compete with. Everyone on this planet -- your customers, partners, current and future employees -- wants to feel they're a part of something bigger than themselves. If you don't provide that meaning, that sense of belonging... they will seek it elsewhere. But if you DO give them a bigger purpose, more and more people will invest themselves in your brand because they believe in your business. And once you've got a base of customers who believe in your business, you'll be able to charge higher prices than your competitors and still get a greater percentage of your ideal customers. The research proves it. A recent Fast Company article states, "Research suggests that brands that engage consumers emotionally can command prices as much as 20% to 200% higher than competitor's and sell in far higher volumes." Even better, your customers will become willing to help convince others to belong... which in today's digital marketplace has explosive power to grow your business fast. Ultimately, through repeated exposure to your Core Myth, your customers will become advocates who believe so strongly in your business that they fiercely defend it against rivals. Try to tell a Mac user that they have to trade it for a PC. Tell a Ford truck owner that he has to drive a Chevy. And we all remember what happened when Coke tried to change its formula. The key objective in engineering your Core Myth is to create a belief system that attracts a community. That community can surround your products or services, your business, and your brand. And when properly managed, your Core Myth will help you create a belief system that results in a group of evangelists committed to advocating for you through thick and thin. And it'll start with your team... pervade your customers... and attract more and more of your market with each passing day. Don't Just Build a Business -- Create a Cause Now, please understand, I don't mean to be heretical here. But in a world filled with conflict, confusion, and paradox, "I belong" is a powerful statement. In fact, it's one of those invisible factors the best businesses in the world have that almost everyone misses. A sense of belonging in their team, their customers, and anyone else who comes into contact with it. Even better, your Core Myth can turn your business into a cause. Something others can be swept up into, give their all for, and be rooting for day in and day out. And that's the magical ingredient to building a business that continues to grow... where everyone invests their heart and soul into its success... A business that makes you proud to have played a role in it... So when you hand over the reins, you can step back and marvel at what you've been able to create. I'll show you exactly how to create your Core Myth in a future essay. But to get started, you'll want to ask yourself some tough questions. Questions like...
And remember this: The Core Myth is YOUR story. The story of why you started the company... The story of what you and your business are all about. The Kind of Business Other Entrepreneurs Admire and Envy Your business can be the type of business that, when other business owners get an insider's view of it, they walk away scratching their heads, asking themselves... How do they do it? How do they get their employees to care so much? How come their employees ALWAYS seem to go the extra mile without even being asked... while I have to nag and nag just to get my employees to do to their jobs? How do they attract customers who not only buy and buy frequently... but who also heartily endorse their business at every opportunity? And these frustrated and struggling entrepreneurs will never know that the difference is simply a story just a few pages in length that sets your business apart from theirs. [Ed. Note: Rich Schefren, founder of Strategic Profits, is offering a new course for struggling online entrepreneurs. It outlines the same strategies that his first 25 coaching clients used to bring in a total of $142 million in two years. And Rich used those strategies himself to bring in $7 million in sales at Strategic Profits -- in just 18 months. There are only 100 FREE spots available for this online course, "7 Steps That Quickly Create Online Businesses With Unstoppable Income." So register now.] "Real world, real work experience any entrepreneur can use." "Wow! I just finished reading Ready, Fire, Aim and I'm putting the strategies to work in my business immediately! If you're thinking about starting a business, don't do it until you've finished reading this book. It will save you thousands of dollars and years of time and effort." Scott Martineau "I just wanted to send you a sincere thank you." "Hi Michael, "I am an avid reader of business and motivational books, and I never took the time to send an author a letter, but I felt the need to do so now. I purchased your book, The Pledge, because I am working toward growing my business to one million in sales. "I just wanted to send you a sincere thank you for your very insightful and impactful book that I am sure will make a difference in my business and the businesses of so many others." Nicole McCullum Today's Words That Work: Traducer A Traducer (truh-DOO-ser) -- from the Latin for "to expose" -- is one who speaks maliciously and falsely. Example (as used by Rich Schefren today): "When used properly, this tool will attract more customers to your business, foster in them a deeper bond to your business, and get them to spend more with you than ever before. Even better, it will turn every customer you acquire into a raving fan who not only recommends your business to others... but also defends you to traducers." | |||||
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Wednesday, December 8, 2010
Raving Fans
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