For years my motto has been: Strike at the root, where others hack at the leaves.
While most out there push this or that tactic, around here we focus on the fundamentals.
When you’ve got your fundamentals right, you can make any tactic work.
When your fundamentals are confused, you’re running on that hamster wheel you promised to get off.
So this paragraph in Richard Koch’s new book “The 80-20 Manager” jumped out at me:
Ernest Rutherford (1871-1937) was the New-Zealand-born scientist who split the atom. From 1919, he ran the path-breaking Cavendish Laboratory at Cambridge University. A team of American scientists once visited him there, but they were not impressed, expressing consternation at the small and poorly equipped lab.
‘It’s true we don’t have much money,’ Rutherford, replied, ‘so what we have to do is think.
His motto was: ‘Seek the first principles.’ A little thought about first principles can save you millions.
Human nature is drawn to the flashy. To what looks rich rather than what is rich. To what looks good, rather than what is good.
I love this line: “It’s true we don’t have much money, so what we have to do is think.”
It’s well documented that many startups are ruined when they receive investment.
Suddenly they can spend their way out of problems rather than think and grow their way out.
Lazy spending without thinking = hacking at the leaves.
But your life only changes when you make fundamental changes. When you strike at the root.
And so, if you’re looking to attract better clients – consistently – I’ve got a jumpstart for you.
Next week, March 5th, 2014 we’re doing another “Your Marketing Helium” live web-workshop. It’s me working directly with you and a small group (3 – 9 people max) on the fundamentals that will bring you a consistent flow of your ideal clients.
You want the attention and interest of amazing clients at a whole new level? Consistently?
Well – there are only two things that will get the interest of those people.
Only two things that will make them WANT to reach out to you:
(1) Talk about a problem they have and don’t want and / or
(2) Talk about a result they want and don’t have.
When you are crystal clear about those two, you’ve got your foundation.
We call that your “marketing helium.”
Because when your marketing is focused on a single problem, like a balloon filled with helium, your marketing soars. Ideal clients notice and reach out to you.
But if instead you fill your tactics with “marketing hot-air” nothing you do will get you what you want. Nothing.
(Well, you might be lucky from time to time. But who wants to rely on luck when you can have consistency via skill and system?)
The path off the hamster wheel (working with clients who don’t deserve you) is first and foremost to get your foundation clear.
And that’s what I’ll do with you at the upcoming “Your Marketing Helium” live web-workshop.
First: You’ll get really clear about YOUR marketing helium.
Then: You’ll draft a practical marketing plan, built on principles. On fundamentals.
We’ll have a maximum of 9 people so that everyone gets individual attention.
So go here now to reserve your spot.
Dov Gordon
PS – would you hit reply if you have any questions about this? I want to be sure you have all the information you need to decide if this is right for you. Thanks in advance.
