The Power of A Great Idea!

Sitting here looking at the yachts in the Monaco harbor, each one worth millions more than the next I can’t help wondering how each owner made his money. Having studied the biography’s of hundreds of the world’s most interesting people I suspect that most of these fortunes were fueled by the power of a single great idea!

One of the interesting parts of being a marketing consultant is trying to get people to pay you for great ideas. For while people will gladly pay you for designing stuff, writing stuff or building websites few people truly understand the value of a great idea!

A single great idea can launch any business or turn any business around, but instead of searching for the great idea, most businesses are resigned to looking only at cutting costs and incremental growth at best!

Where are most great ideas found?

He With The Biggest Database Wins!

Like it or not, that is a fact!

This is a fact most business owners are not really very happy about since the total sum of their data collection efforts over the last 20 years amounts to 750 names and addresses and the 113 emails they collected this year but haven’t yet gotten into the computer!

This may not be you but — trust me on this — I talk to hundreds of business owners a month and this example is better than average!

The size and quality of your database is your foundation for the long-term success of any marketing campaign yet the simplicity of this fact is lost on many. When I ask seminar audiences full of business owners and marketing executives what’s the first thing they would do to market a new business, buying a database of people who have an interest in that product is rarely if ever, mentioned. When it is, it comes way down the list of suggestions after running ads, going to trade shows, and even renting billboards.

Life’s Three Great Income Multipliers

Beyond your immediate technical skills, life has three great multipliers. We can all commit some of our time to enhancing our skills, but which skills you choose to enhance will have dramatic effect on your income. Say what you like, Mrs. Dale, about the educational benefits of learning Latin, but I assure you it proved to be—as I suspected at the time—a total waste of one hour of my life, twice a week for three years while in high school!

There are three skills you should acquire or enhance, regardless of your profession or business. These skills have the potential to multiple your income by a factor far greater than any other skills you could possibly learn.

The three great income multipliers are:

  • speaking skills
  • copywriting skills
  • sales skills

Your ability to communicate your ideas and convert people to your cause through speaking and writing results in a sale of some kind. It may be financial, it may be an alliance, or it may be just getting an interview, but the X factor in your ability to do this more successfully than others results in an almost unimaginable difference in income—and therefore in lifestyle and wealth.

The three skills are all quite closely intertwined, as they all deal with your ability to communicate and generate action from others. Getting others to act in the way you want them to act, be it your employer, your employees, or your customers, is the key to all business success!

  • A typical golf coach makes about $50,000 a year.
  • Those who are good at sales make over $100,000 doing the exact same job!
  • Those who are good at all three will make $150,000, triple the average instructor—not because they are any better at teaching but because they are better at communicating (selling) their expertise!
  • Those who are really excellent at speaking, writing and sales like David Leadbetter or Dave Pelz make $8 to $10 million a year!

You can apply this formula to just about any industry or profession. A person with the ability to communicate his worth at a high level will get promoted faster, although his actual performance may be no better than his coworkers’.

Golf instructors, martial-arts instructors, and dance-school owners all have years of experience teaching their art. It’s no different for accountants, dentists, or chiropractors with years of experience perfecting a professional skill. Yet all will undoubtedly be paid far less than their talent and experience is worth if they are not also masters of sales and marketing!

Universal Law: The professionals with the best sales and marketing skills make the most money, not the professionals with the most talent in their chosen field.

No matter what your skills are in these areas right now, you can quickly and easily improve or hone them. These skills are the x-factor in just about every business or career. Once you have them, you can add financial management to the list.

Start enhancing your education in these three areas today, and multiply your income immediately!

For more information purchase your copy of Legendary Advice today! AAEAAQAAAAAAAArlAAAAJGNmNTAyNWU2LWQ2NjEtNDlkNS1hNTY2LWZlZTkzNGE5NjNjNg

The 60-Minute Marketing Plan

Make no little plans; they have no magic to stir men’s blood. - Daniel Burnham

Many business owners never develop a marketing plan for their companies, usually because they are too busy. However, armed with a pen, paper, and the right questions you can give yourself a huge edge in an hour or less by creating a simple marketing template.

Step 1: Determine where your business is now.

• How many clients do you have?
• How much money did you make last year?
• Gross?
• Net?
• What is the size of your potential market?
• What did you spend on marketing?

Step 2: Write down your goals.

• How many clients do you want?
• How much money do you want to make?
• Gross?
• Net?

Step 3: Determine how much you are willing to spend on marketing. The typical answer I get to this question is “as much as it takes,” which of course is never true. Other answers include “I don’t know” or “I’m willing to spend it if I get a return.” However hard it is to come up with a marketing budget, you have to do this in order to have any chance of measuring your results. Despite what you may have read, there is no typical percentage or formula. Budgets should be based on what you want to achieve. If you want a 50% increase in business, it’s not going to be achieved from a percentage of last summer’s miserable income.

Strategic Breakthrough!

In this economy most people are already up to their armpits in alligators and don’t have the time or energy for much strategic thinking, they are just looking to survive. So they do what they have always done. Trim some hourly employees, shop for cheaper (usually inferior) vendors and discount a little more in the hopes of gaining ground. Or they simply maintain the status quo, changing nothing hoping things will just get better while they slowly bleed to death.

Twice in my early business career I have been at the crossroads where I thought I had tried everything and was about to go broke!

In fact the second time I was already beyond broke. My home was mortgaged to the hilt and I had $126,000 on nine different credit cards! In both cases, a small change of marketing strategy and I mean something that took just a few seconds to come up with and a few hours to develop, completely changed my financial fortunes forever…

Why He With the Biggest Database Always Wins!

This is a fact most business owners are not really very happy about since the total sum of their data collection efforts over the last 20 years amounts to 750 names and addresses and the 113 emails they collected this year but haven’t yet gotten into the computer!

This may not be you but — trust me on this — I talk to hundreds of business owners a month and this example is better than average!

The size and quality of your database is your foundation for the long-term success of any marketing campaign yet the simplicity of this fact is lost on many. When I ask seminar audiences full of business owners and marketing executives what’s the first thing they would do to market a new business, buying a database of people who have an interest in that product is rarely, if ever, mentioned. When it is, it comes way down the list of suggestions after running ads, going to trade shows, and even renting billboards.

A Tale of Two Corvette Stores

Imagine two businesses in Los Angeles that sell parts and accessories for Corvette sports cars. One has a database of 600 Corvette owners while the other has a database of 6,000.

Who do you think is in the position of strength?

One can market to a large enough database to maintain a healthy business while the other must run his business while constantly searching for more prospects.

It does not matter what business you are in. You need a large enough database of people who have put their hands up as qualified prospects so you can sort through them to find an adequate number of actual customers. Most businesses do a terrible job of building their databases. Golf courses that have seen 50,000 people a year play their course for two decades have email lists that total 750 names (honestly, that’s the average!). Car dealerships selling hundreds of cars a month can’t find 1,000 good addresses to mail to.

Local electrical, air conditioning, water purification, and lawn services do hundreds of transactions but never collect data on their customers. They are forced instead to run endless coupon ads looking for new customers when everyone they ever needed was already in their grasp!

If you are selling coffins, build a list of very old people. If you are selling video games, build a list of teenagers and young adults. If you are selling homes in Florida, build a list of affluent people who are about to retire. If you sell cigars, build a list of people who smoke them. If you sell stuff for weddings, build a list of people about to get married. NOTHING is more important than building your database!


He with the biggest database of prospects wins! Not occasionally, not some of the time, but all of the time, every time!

For more great sales, marketing and business growth advice read or listen to

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