Niche Marketing

What great salesmen know about the mysterious power that secrets hold over people

Savvy street hustlers know something most civilians do not: You can’t con an honest man.

You need two critical ingredients in the mix:

1. Greed (which is easily understandable), and...

2. Secrets (which is less easily understood).

Greed gets the mark hooked -- he’s thinking he’s gonna make a killing, or pull one over on someone.

But it’s the secret he carries -- the thought that he is operating almost sociopathically for a change, and feeling damned superior because of it -- that “cooks” the con game. Whether you’re trying to guess which shell the pea is under, or playing pool for money, or buying brand-name merchandise from the trunk of some guy’s car... if you think you’re pulling one over on the hustler, you’re meat.

What Do You Do When Customers Complain?

Sometimes the customer is justified in his complaints other times he is not, but the handling of the dissatisfied customer can have far reaching impact on a business.

Now, I want to talk with you about techniques that you should consider when dealing with the dissatisfied customer.

American Management Association research into consumer behavior indicates that the average satisfied customer tells three people about his experience but the average dissatisfied customer gripes to eleven other people. Negative word-of-mouth advertising is a problem few businesses can afford.

A very critical marketing lesson I learned while trying to bluff a veteran poker player (Hint: I lost.)

I know, I know... I sound like a broken record with the “get a life” rant. But I see the wasting of life as a crime. You know, many subscribers tell me they always wished they’d started a band way back when, or had a few more unseemly adventures before settling down. And I say, yeah, I hear you.

But many other subscribers eagerly tell me about their own history of being in bands, of pursuing a crazy dream before they finally decided to get after bidniz. And I say, yeah, it’s fun when you’re immersed in life, isn’t it.

Because it is fun. The lessons may be painful, but if you learn them, they can take you a long way toward being a person of substance... and substance is the elixir that attracts great things. Take, for example, the rather brutal lessons about business I learned while playing poker with steel-eyed professional gamblers. (How’s that for a segue?)

Our President Drives A Rabbit

Abercrombie polos
Abercrombie sweatpants
Abercrombie and Fich
Abercrombie gift card
Abercrombie perfume

Even if you are a multimillionaire, you want to know that you are not being taken advantage of, and, even more importantly, that you are getting value for your financial investment.

The amazing advantages a street-savvy near-illiterate hustler has versus a fancy MBA with years of book-learnin’ under his Gucci

I’ve never held a grudge against anyone with a fancy Master’s degree in business. I’ve never trusted them, and gotten a few fired. But I’ve never held a grudge.

I just can’t understand what sort of moron would look around and decide that, yeah, that’s the ticket: Academia must be the place to go learn how to make a fortune in bidniz.

Listen: If you’re a surgeon about to cut me open, then I want you to have a dozen years of schooling behind you at a good teaching hospital.

But if you’re going to launch a marketing campaign to sell something, I’d have to take you out back and knock the MBA bullshit out of you before I’d feel safe having you make even the most harmless decision.

How To Rig Your Game

A study of all the Presidential elections in which there have been televised debates concluded that the men who get elected President are the tallest and exhibit the most testosterone. You can think about that, decide if you agree, and draw your own conclusions about last year's debates and election.

But it made me think that, in many cases, success winds up being predicated purely on only two or three or four key "X-Factors."

And I think most people mush on through their business activities without ever giving much thought to what the few, critical success factors are, and focusing on those.

What is Your Real Business?

In your previous Success Marketing Strategy email I talked about the purpose of getting a customer and how the very important word in that statement is 'purpose.' Now I'm going to talk about the business you are in.

Do you remember when Kerry/Edwards announced that there are a lot of factors that go into picking a veep. I've been privy to a few discussions with real insiders about how the process works. Rarely does the Prez candidate get his choice – and he certainly did not in this case.

Neither the men or their wives could stand each other, and I can assure you that Theresa was peeved at having a more dynamic, charismatic, articulate star on the ticket who'll outshine hubby. I've met Theresa.

How To Sell Products At Seminars

There are only a few things I do really well. Selling products is definitely one of them. I sell more products from the platform than anyone that I have seen including some of the “great ones.”

Successful speakers and seminar leaders often make much more than 50% of their revenue from product sales. If this concept is repugnant to you, get over it!

The only reason you should have a problem selling your products is if they aren’t worth it. If that’s the case, go back and redo them. If you’ve got great products that give people good value, then sell them with the zeal of a Baptist preacher. If your products are great, the world needs to know.

Knowing vs. Doing

We know the Rules: 80-20, 95-5. But how zealously do we apply them?

You know that 80% of your problems, aggravation, grief, etc. come from 20% of the people in your world – customers, vendors, associates, employees. But how often do you purge the 20%?

You know that 80% of your success comes from 20% of your activity. How viciously do you fight off the unproductive activities? You should read my NO B.S. TIME MANAGEMENT book.

You know that 80% of your profit comes from 20% of your customers. Do you take them for granted or nurture them? Gold/VIP Member John Davis has an excellent program – and makes serious investment – in nurturing his top customers.

How Marketing Success Is Deeply Connected To Farting

Watch closely, now. See, nothing up my sleeves. For my next trick, I shall reveal to you how marketing success is deeply connected to...

Farting!

Thank you, thank you. Please sit down. All right. Actually, I want to show you how world-class salesmen use a cool psychological trick called “cognitive re-framing” to put the correct mental spin on a marketing campaign.

This trick was explained to me by a very savvy psychologist who uses it with outrageous success with therapy patients. And I love the example he used to illustrate it: A family was in bitter turmoil because their father had an irritable bowel... and he regularly upset the peace of the house by ripping off gaseous explosions that sounded like a Harley with a bad exhaust manifold.