Due to the fact that last night’s Teleseminar on how to become the Thought Leader Of Your Industry with the Expert Positioner Software went just over two hours, because and many of you who were listening over the Internet got cut off, I feel it only correct to go against my word.
(I trust that you will give me permission to do this!)
I had mentioned that last night’s call would NOT be recorded. Well, out of habit I did make a back up of the call and now I am really glad that I did.
For those of you who got bumped off the call, I am very sorry for this.
Because I don’t know who all of you are, you can go to the following URL below and download the Expert Positioner Software Call and even get a demonstration of the software.
NOTE: As a bonus to the call, there is a workbook that is proprietary and you are on the honor system not to pass this out as it includes some of our systems flowcharted out for you that shows you how to begin to flow chart our your system.
Remember one of our Speed To Market Principles: You control markets today with your own system and your own unique languaging.
Quick now…grab paper and pen.
The number reason why entrepreneurs are not making the kind of money they want and the reason that people experience writer’s block is a common problem: lack of clarity and lack of a know-how on how to fast transform an idea into a powerful recommendation.
The quickest way to develop clarity is to know how you are different in the market place both in terms of content and context.
How do you build the proper context for your book and business in the Recommendation Age?
On an earlier post I shared with you how many entrepreneurs believe more than ever that content is king. Now I will be the first to support the fact that to compete properly in the market place you must have unique content. In fact, last night I shared with my listeners a multi-million dollar strategy on how to create the feeling of originality as it is indeed very tough today.
HINT: I discussed a little known strategy that Thomas Edison used and it is still the best principle to help you build your own unique system.
As important as content is, context is everything. You must leverage context in order to have your content noticed.
I have referred before to Seth Godin’s New York Times’ best selling book, All Marketers Are Liars. The thesis of Seth’s book is this: because of the over-crowded and over-communicated society in which we live, it is absolutely paramount that to be heard you must become a master at telling your story and your company’s story.
Now, Seth doesn’t tell you how to pull out your story—that’s what we do with our Unconscious Credibility Marketing System™, but he does highlight this important fact. There is one immutable truth that surpasses the importance of targeted content that meets the specific wants and needs of your hungry market. And in fact, the purpose of today’s blog post is to develop this for you and help you develop proper context in the Recommendation Age using the following three strategies.
This system is really a synthesis of three great minds: G.K. Chesterton, Thomas Edison and Seth Godin.
In the Recommendation Age, here is what you must know about building context. (By the way, no one is teaching this today let alone helping clients put this together in a powerful strategic fashion for both your online and offline endeavors.)
Remember this Speed To Market Principle: It’s NOT the idea that is critical, but the presentation of the idea that is crucial.
To set the proper context for these three critical principles, remember this too: the Information Age was characterized by the discussion of fact or the presentation of ideas; the Recommendation Age is primarily about the transference of emotion.
Here is how to build the context in the Recommendation Age that will properly leverage your emotional connection with your market place:
1. You must leverage your system using your UPP—your Unique Personal Proposition or your million dollar story. Each of you has a million dollar story. It comes primarily from the pain of your past. It comes from what you learned from the School Of Hard Knocks—what you did NOT learn in the formal school setting. Get comfortable being real in the Recommendation Age. If you are not, your ideal clients will NOT only be unable to hear you, but they will not see you as authentic.
Note this important concept: even though today’s market place is jaded, cynical and resistant to your message, they want more than ever a trusted, proven and authenticated person/system to believe in.
2. You must leverage your system at solving a specific problem in the market place using video case studies. The Expert Positioner Software (EPS) and the classes that we teach to help you use the software properly are utilized to help you think through your differentiation. There is simply nothing on the market today to help busy entrepreneurs analyze the critical aspects of their business quickly to ensure that you stand uniquely in the market place in the Recommendation Age.
The EPS helps you create a customized free report. (By the way, on last night’s call I challenged the audience to Google the terms ‘free reports’ and ‘free report’. Then I challenged them to enter the term ‘Customized free reports’ and other terms germane to the Recommendation Age to prove that no one is doing or teaching these principles. But most importantly, I wanted you to see for yourself that you have an incredible window of opportunity to become the Thought Leader of your industry.
3. You must leverage your system using the EPS and the science of reframing. The EPS system is designed to help you become the advocate for your industry. My friend Joe Polish talks about the importance of becoming the perceived advocate of your industry. This principle was certainly one of the most important ways that Joe used to position himself at the top of the carpet cleaning industry.
To control markets in the Recommendation Age you must be seen as the advocate of your industry. The best way to do this is to out-educate your competitors. The EPS system allows you to do this more completely than your competitors as I explained on Monday’s blog post and Tuesday night’s Thought Leader With The Expert Positioner Software teleseminar (see below to download the call.)
The power of reframing what you do using the EPS actually outweighs the importance of your UPP and video case studies. It does this since the latter two strategies can NOT do this: provide for you the ability to transfer emotion both qualitatively and quantitatively, as I pointed out on last night’s call. The EPS not only allows you to reframe what you do from a qualitiative perspective, but it also provides you the ability to reframe the pain that your market place experiences using the power of a number.
I will discuss this further on another blog post on the power of ethically leading your target market to feel it’s pain more profoundly than it has ever felt before. G.K. Chesterton pointed out many years ago to entrepreneurs the necessity of first focusing on magnifying the pain that your target market feels. The EPS system does this more completely than any system today because it offers the ability for you to deliver customized education in the form of a customized or personalized free report.
In summary, when you have established the proper context using this three-pronged attack (your UPP; Video Case Studies; and the EPS System), you provide for yourself the proper clarity to simultaneously write your book fast and create the necessary business systems to immediately sell the most expensive programs in your niche.
If you really take your business seriously you will listen to last night’s call and implement the principles I discuss. It will allow you to truly focus your endeavors on one of the following exit strategies that you should be thinking through as you build your business using these principles: sell it; take it public or leave it to a loved one.
Here’s Your Homework:
1. Download last night’s two hour pure content call. The download is at the bottom of this post.
2. Download the workbook from the following URL. Please NOTE that the material is proprietary and you do not have the right to pass this around.
3. Examine for yourself a Demo Of The Expert Positioner Software By Jumping on this URL here…
FINAL NOTE: You Must Promise To Use The EPS For ONLY Ethical Purposes.
To Your Legacy!