Category: Startups

What Privilege Has Taught Me

dale gibbons bailing hay as a teenager

What Privilege Has Taught Me

Lots of enlightened, smarter than me folks barking on the news have reminded me that I’m “privileged”. So, I decided I might as well count my blessings and the special gifts my privilege has given me. Here’s what I have so far:

I am privileged to be born to teenagers who didn’t finish high school. I listened as they talked about money while inside our home but using their outside voices. I cried my elementary school self to sleep wondering what I did to cause their problems. In time, it taught me that better choices mean better outcomes.

I am privileged to have grown up in a mobile home in rural America. I was called “red neck” and “trailer trash”. It taught me to never allow an insecure person’s opinion of me to define who I am.

Only I am allowed to do that.

I am privileged to have been so broke, just walking past a bank would set off the alarm. I saw the fear in my wife’s eyes when we had no money and no food for the baby. It taught me that no work and no job was beneath me. I spread pig manure, cut tobacco, put up hay, and drove a truck to pay the bills.

It also taught me that my struggle wasn’t because someone else was prosperous. It taught me that if it is to be, then it’s up to me.

I am privileged to have a high school guidance counselor tell me I was “not college material” and would never be accepted into a four year degree program. It taught me that if I accept other’s limiting beliefs, I get to keep them. It taught me that hard work beats talent when talent won’t work hard.

I’m a first-generation college grad.

I am privileged to have been stopped by the police, suspected of transporting drugs, fined and threatened with jail time. It taught me that “yes sir” and respecting law enforcement was wise, even when they were wrong, and even when my ego had other plans. I got to go home and have dinner with my wife and children.

I am privileged to have had an alcoholic dad. It taught me the power of non-negotiable boundaries, unconditional love, and forgiveness. He was able to be the grandfather our two sons needed.

I am privileged, while traveling abroad, of being threatened with jail and deportation and separation from my wife and child–unless I paid a bribe. It taught me that I won the birthplace lottery.

I am privileged to have been born in the United States of America. It has taught me that democracy is not perfect, and that we should love our country, learn from our mistakes, and support those who fight for our freedom and our safety while holding them accountable to high standards.

Yes, I suppose it’s true. I’m privileged. 

It has taught me that, if we change the way we see things, the things we see will change, too.

May God bless you and continue to bless our great nation.

Dale

Other helpful articles:

The Conversion Equation

To Grow Your Business, Change The Way You Answer This Question

Complimentary book: Download a complimentary copy of my book, “The 90 Minute Business Breakthrough”

How To Use Sales Navigator To Find Your Dream 100 Clients

How To Find Your Dream 100 Clients Using
Linkedin Sales Navigator

After you build your market-dominating message, it’s time to put it in front of your ideal clients.

Start by selecting a list of 100 “dream clients”.  You can find them easily on LinkedIn sales navigator: 

If you’d like to learn more ways to improve your business and find $50K to $250K or more in new revenue and profits in less than 90 minutes, without spending more money on advertising or cutting costs to the bone, join me for my next Business Breakthrough Focus Group.

May you be in a constant state of victory,

Dale

Other helpful articles:

The Conversion Equation

To Grow Your Business, Change The Way You Answer This Question

Complimentary book: Download a complimentary copy of my book, “The 90 Minute Business Breakthrough”

 

How To Implement The Conversion Equation, Part 1

How To Implement The Conversion Equation, Part 1

I wrote recently about how critical it is that if you want to influence others to buy from you or hire you, you must enter the conversation that’s taking place in your prospects mind and, in general, this internal dialog revolves around two major things:

1. There’s a problem they have and they don’t want
2. And there’s a result they want but don’t have

The person who solves the problem, wins.

I also shared a simple formula for doing this. It’s called the Conversion Equation, and it looks like this…

1. Interrupt
2. Engage
3. Educate
4. Offer

In this series of posts, I’ll use examples to help you implement this formula, build your market dominating position statement, slice through the noise like a hot knife through butter, and bring in more customers.

Remember, the Interrupt is your headline – which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral… or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.

Now, let’s use this new knowledge to create a sharp, attention grabbing Market Dominating Position Statement to interrupt the current flow of noise and move their attention from the news headlines and toward you and what you can do for them.

Let me show you a website for a child psychologist so you can see what I mean. Here is the child psychologist’s original website:

This is typical for this profession, and 99% of his colleagues’ websites look EXACTLY like this. Notice the generic headline… 

Parenting Advice and Resources From Dr. John Smith

He has a headline like that because he’s attempting to be all things to all prospects. Basically, this doctor helps parents deal with adolescent problems. Look at the 9 areas he services…

  • emotionally disturbed kids
  • behavioral problems
  • teen pregnancy
  • peer pressure

…and so on. 

So, let’s improve this site with the fundamentals we just discussed. 

First, you MUST create a market-dominating position. This doctor could actually create 9 of them by simply positioning his specialty in each of his 9 individual areas of treatment. 

There’s a problem they have that they don’t want… and there’s a result they want but they don’t have. This is where we implement the first two components of the Conversion Equation… Interrupt and Engage. The headline is the Interrupt and it must address the problem they have and don’t want. 

Here’s new page for this doctor that that both interrupts and engages:

Notice the headline… Are You Sick And Tired Of The Yelling, Screaming And Belligerent Attitude Of Your Child? Does that address the problem these parents have and they don’t want? 

Would you say that’s a 100% bullseye? 

Now for the Engage which is the sub-headline. 

It MUST address the result they want but they don’t have. 

Notice it says… Now You Can Discover The Secrets To Controlling Your Child And Instantly Restore Peace And Quiet In Your Home. 

Would you say that’s bullseye number two?

You bet it is. And these simple changes have generated thousands of dollars in new revenue for this doctor.

If you’d like to learn more ways to improve your business and find $50K to $250K or more in new revenue and profits in less than 90 minutes, without spending more money on advertising or cutting costs to the bone, join me for my next Business Breakthrough Focus Group.

May you be in a constant state of victory,

Dale

Other helpful articles:

The Conversion Equation

To Grow Your Business, Change The Way You Answer This Question

Complimentary book: Download a complimentary copy of my book, “The 90 Minute Business Breakthrough”


The Conversion Equation

Use The Conversion Equation to Increase Lead Flow

An important part of successful marketing is that you MUST be able to enter the conversation taking place in the mind of your prospects.

Or another way to look at it is to be able to address the number one question on your prospects mind at just the right time.

So how do you do this? It’s actually quite simple when you know and understand the fundamentals of marketing.

The conversation that’s taking place in EVERY prospect’s mind revolves around two major points:

1. There’s a problem they have and they don’t want
2. And there’s a result they want but don’t have

The person who solves the problem, wins.

Now believe it or not, there is actually a marketing formula we follow that takes these two points into account… and spits out a message so compelling it practically forces your prospects to buy what you sell.

It’s called the Conversion Equation, and it looks like this…

1. Interrupt
2. Engage
3. Educate
4. Offer

The Interrupt is your headline – which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral… or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.

The Engage is your sub-headline – which is the second thing your prospects see or hear. It MUST address the result your prospect wants but doesn’t have.

The Educate is the information you provide – either verbally or in writing… that presents evidence to your prospects that you and your product or service are superior in every way to your competition.

Unfortunately, MOST businesses aren’t different from their competitors, and that’s why you MUST innovate your business to create what I refer to as a market-dominating position.

In the absence of a compelling reason to do otherwise, consumers will always default to price as their top criteria for making a purchasing decision.

You MUST give them a compelling reason, other than price, to choose you. You MUST make your business unique… it MUST stand out from the crowd. It MUST make your prospects say to themselves that they would be absolute idiots to buy from anyone else but you – regardless of price.

And finally, the Offer:

You MUST create a compelling offer that makes it so irresistible your prospects can’t turn it down.

But here’s another critical fundamental of marketing.

Because of the saturation of marketing messaging these days, most prospects have grown numb to most marketing.

Following my Conversion Equation can dramatically overcome this, but even with this powerful tool in play, it will still take multiple “touch” points before your prospects will buy what you sell.

More on the importance of follow-up and how to do it correctly in a future post.

If you’d like to learn more ways to improve your business and find $50K to $250K or more in new revenue and profits in less than 90 minutes, without spending more money on advertising or cutting costs to the bone, join me for my next Business Breakthrough Focus Group.

May you be in a constant state of victory,

Dale

Other helpful articles:

To Grow Your Business, Change The Way You Answer This Question

How To Implement The Conversion Equation
Complimentary book: To download a complimentary copy of my book, “The 90 Minute Business Breakthrough” visit https://your7figurebusinesscoach.com/

Kick Start Your Marketing

Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.

  1. In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
  2. Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
  3. Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.

None of these will work if you don’t have a quality product/service to back you up!

Here are the key steps for putting together your start-up marketing tools:

  1. Research potential customers, buyers, competitors and their preferred methods of distribution.
  2. Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
  3. Follow up with your 3-step process from above.
  4. Develop systems for contact follow through, quality control standards and customer service.
  5. Develop post-sale follow up system to keep lines of communication open is customers and build on your current relationship which increases future purchases.

“Marketing and innovation produce results; all the rest are costs” Peter Drucker, management consultant

Here’s another one I love from an icon:

“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company

This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable way.