You need to be able to take your talent and develop new skills. Use your persistence to keep trying hard in your newfound career. Then you need to understand that luck can be treated like a skill and develop it.
The old saying that says you spell “luck” w-o-r-k and the one that goes, “The harder I work, the luckier I get” are all true. Luck is created when preparation meets opportunity. The difference is that you need to go out of your way to shake hands with opportunity.
Oh, how I wish I’d read this familiar tale earlier in my business life… One day, a scorpion looked around at the mountain where he lived and decided that he wanted a change. So he set out on a journey through the forests and hills until he reached a river.
The river was wide and swift and the scorpion stopped to consider the situation. Suddenly, he saw a frog sitting in the rushes by the bank of the stream on the other side of the river. He decided to ask the frog for help getting across the stream.
Most people overcomplicate marketing with talk of image, brand, feel, look, style, and culture. These are all important, relevant factors — if you are a multinational company — and all are of little importance if you are not!
What is important is the simple fact that there are only three ways to grow your business.
1. Increase the number of clients.
This is where most businesses focus their effort, although it’s very often the hardest of the three ways to increase income. Large growth in number of clients usually comes from a change in pricing or a change in marketing focus. When we changed one partner’s prime marketing media from print advertising to targeted direct mail, we were able to add over half a million dollars in income the second year and over a million the third — with a small decrease in spending!
One of the very best ways to differentiate your business is by offering legendary service. While a reputation can be built, enhanced, and even achieved with sales and marketing, at some point your reputation is going to be put to the test.
You may be the fastest gun in the West on all the wanted posters, but when the other guy staring you down draws, that’s not going to count for much unless you really are fast. When you can back your reputation up with legendary service you immediately vault yourself to the top echelon of whatever industry you are in.
It is a thousand times easier to make money in niche markets than it is in large or general markets. I made millions in two niche markets, the karate business and the golf business. Both markets had mailing lists of between 12,000-18,000 prospects and so were easy to reach by mail. Both markets had limited competition when I entered and I had a knowledge of, and a passion for, both businesses.
I have written over forty books. The two most profitable ones, one making $150,000 the first year and the other over $200,000, were written for these specialized industries. The ones written for mainstream consumption took far longer to reach any kind of critical mass. The bigger the market, the harder and more costly it is to reach.
In order to become a cunningly clever salesperson, it is necessary to truly understand why people buy a particular product or service. You must also determine what it is they think they are buying, for it’s not always the same thing.
People buy only two things. They don’t buy cars, computers, or golf lessons.