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Today I’ll show you how to use reciprocity to double your sales, but I’m also going to answer the question: “Is it ethical to use reciprocity to double your sales?” Some people say: “Of course it’s ethical.”  Others say not so.  So, whether you’re someone who’s on board with using reciprocity to double your sales, or if you’re a person who isn’t comfortable with using reciprocity to generate a monetary windfall in your business, let’s put that on the back burner until the end of the show.  And my guess is that by the end of today’s show you’re going to be on board with using reciprocity to generate more sales. If you'd like to get a FREE Copy of my newest book - Sales Control:  The 1-Page Brand Marketing Plan for Creating A Culture of Ravenous Clients, Raving Fans and Repeat Buyers" ... - Go Here Now!

If you make something worth talking about, the market will talk about it. If you invest time and money in creating an extraordinary experience for your prospects & clients, your Brand will gain loyalty & referrals. That's one model. A model where we're paying & paying & paying. And then the other model is a fixed cost. We paid once because we designed it right. We invested in a killer piece of content. And by paying once, we're able to spend less on media or on paying again and again and again. DOWNLOAD THE 4-QUADRANT GRAPH - CLICK HERE

What are the implications of using “FREE!” as a marketing strategy? Specifically, why we do it – why we don't do it and what free actually means, before we get hung up  on whether or not you ought to be offering people something for free. The best time “FREE!” makes sense is when the thing you sell is a tool.   A tool that connects; a tool that spreads; and a tool (that once it spreads  and your prospects are using it a lot) you can happily charge for it and they will happily pay for it.

Our premium-priced product or service literally pays for our marketing.  So, the products & services we sell have to be coherent with the marketing message we put forth in the marketplace. You can't act like the high-priced provider & charge like the cheap one.  Because when you end up in that middle ground that’s where everything falls apart. First, you can look at it as: “What do I need to charge to act a certain way? - and “When I act that way what volume do I need to make it worth what I charge?”

There are two ways to think about pricing (as it relates to marketing), and we're going to talk about both of them because they're related. First, is that marketing changes your pricing.  And second, is that pricing changes your marketing It turns out that most people (most of the time), make decisions about choosing something based on how the price compares to the prices of competing products and services. Price anchors us and we use price as a clue as to which kind of product or service we ought to buy

Your Brand is the way your prospects and clients think of the promises you make; your brand is a shortcut.   It is a shortcut for all of the things prospects and clients have in their head about what to expect from you  The brand is something you earn. The brand is the sum total of all your marketing. But you can’t do exercises for branding. You can do exercises in logo design. You can do exercises in who you seek to change and in the promises that you seek to make. But when we add it all up that’s your brand

This is a book about making marketing more human. It is a book about and for marketers, but it focuses most of its content on the things that matter most to our clients, customers, patients.   The book spends a good deal of time highlighting how lazy we (as business owners and marketers) have become (rightly so). Specifically as it relates to our use and overdependence on automation and technology. Marketing Rebellion is a great read and well-worth your investment of time and money. 

An effective marketing plan for 2019 requires an entirely different approach than you’re probably used to taking. An effective marketing plan is based on empathy, humility and your ability to become magnetic to your perfect prospects. Empathy because we understand our marketing is for them. We understand that we “do” marketing with them, not “to” them. Empathy because we create marketing in an effort to help our perfect prospects make specific and meaningful change in their business or in their lives.

On today’s show I want to talk about a subject that came up after a recent training with Members in the FunnelTribes Community.  Ryan, (who owns an HVAC company and has been a Member for approximately 6-months in the FunnelTribes community) submitted a lengthy question to me after the training.  That question led to an in-depth discussion about the Sales Control™ process … specifically: “The one question you’ve got to answer before your brand can become magnetic to your perfect prospects and clients”

In “Crush It!” (2009) and “Crushing It! the follow up book (2018) Gary Vaynerchuk goes into great detail on the importance of creating compelling content; investing in your brand on social platforms; of being “self-aware” and how it impacts your success in today’s market. So, if you’re like me & the most successful members in the FunnelTribes community, and you want to enjoy massive success online in 2019 … "CRUSH IT!" and "CRUSHING IT!" are a MUST read! Both books rank in my "Top 15 Best Books Ever!"

If we don't do effective marketing, change doesn’t happen.  Over the last several episodes we’ve taken a significant diversion into how change actually feels to people.  What we believe; who else believes it; what we want and where we’re headed.  Today I’ve brought you to a fork in the road.  You’ve got to decide: “Are you in the business of changing how your prospects get what they want?” Meaning: “You find a hole and fill it” or “Are you going to go deeper and change what they want altogether?”

All effective marketing involves “tension”, and if your marketing can’t create a feeling of “tension” in the mind of your prospects you’re not going to sell much.  “Where does tension come from.” As we saw episode #174, tension is at the core of marketing, because tension enables change  And change is what marketing is for.  So, where does the primary source of tension lie?  It comes from your prospect’s desire to retain or improve their status and I’ll show you how this can help you sell a lot more stuff

I’m going to talk about the most-important business book I’ve ever owned “Breakthrough Advertising” by Eugene Schwartz. To date I’ve read over 2,100 books and as it relates to the subject of helping you attract more clients; grow your business and become more profitable. Breakthrough Advertising (in my opinion) and in the opinion of many of today’s most successful business owners, this book is the most-important, most-impactful and most-helpful book ever written on the subject of advertising and marketing.

Today I’m going to show you one of my best-kept secrets for positioning your brand at the top of your niche.  Think of positioning like this: You’re doing a service for your clients. They have hooks in their head. They want to hang something on them.  They have needs that have been ignored by everyone who's rushing to be part of the crowd.  And when we do a good job of positioning ourselves, we're doing the opposite.  We are going away from the crowd on purpose, on axis that have not yet been explored.

If you have $1,000 set aside for investments and you decide to invest in Stock “A” instead of investing Bond “B” you give up the guaranteed interest you would have earned from that bond by choosing to put your money into the stock.  Giving up that guaranteed interest, which was your choice is what’s called your opportunity cost.   Opportunity cost is the key to making smart decisions. Once you know the value of each choice you can be much, much smarter about the choices you make.

When a prospect says all the right stuff so that we’re 100% convinced they’re going to become our client, & then BAM!.. They drop the bomb on us, that sucks.   But maybe the prospect who chose your competitor was right.  If the prospect knew what you knew; if they believed what you believed; if they wanted what you wanted, they would pick what you picked, which was YOU & your offer.  But they're not you! They are someone else.  We have become empathetic in order to position our brand in a way that works.

The book is based on real-world “in the trenches” data where the authors performed one of the largest studies of its kind.  Their research included over 6K+ salespeople & 90+ companies across different industries for the purposes of determining the characteristics of successful sales reps.   After collecting & sorting through all the data, they assembled what many believe is a roadmap that can help you sell consistently & more effectively.  I highly recommend this book.

About two months ago I discovered that approximately 2/3rd’s of the NEW Members in the FunnelTribes online community were struggling with the best way to position their business or their professional services practice.  They wanted to position their brand in a way that produced a consistent source of new business (for starters) but didn’t know how.  Now, if 2/3rd’s of the Members in the FunnelTribes online community were having problems getting their positioning figured out … where does that leave you?

Today I’m going to show you “How to Sell MORE of Your Products and Services using the one of my most-effective frameworks from the Sales Control™ System. And if you’re like me and the most-successful members in the FunnelTribes community I know you’re absolutely gonna love it.  One of Sales Control’s most-effective, this framework is going to make prospects COME TO YOU, ready to become your clients … or at the very least they’re going to be very, very interested in becoming your clients.

The NEW Sales Control™ book will help you become the most-respected, most in-demand brand, thought leader, personality or company in your niche.  And while doing that it will help you create an enormous level of goodwill and trust within the marketplace.  And when you implement Sales Control’s 1-Page Brand-Marketing Plan for Creating A Culture Of Ravenous Clients, Raving Fans and Repeat Buyers, you’re going to be doing a LOT better than your competition which can catapult you to the top.