Oct 31, 2017
Too many businesses just blindly follow the information and online marketing craze that we are experiencing at the moment. Apparently, everyone’s an expert on something or everything depending on your view.
Everyone’s background leads towards EXPERTISE, but really, that’s like saying everyone can throw a ball. Everyone can, but some are brilliant because of years of practice leading towards strength (distance) and accuracy, while others are just average at best. Business owners and managers need to understand what online marketers are doing. They offer value through a Tripwire so that they trigger a need that you have. As long this meets your complete needs, that’s great – otherwise be cautious.
I have been to hundreds of live and online events that had the tripwire there for one reason and one reason only, to trigger an upsell. Then they try to blind you with value and huge apparent discounts, which is all smoke and mirrors to get you to buy now because it’s GREAT value or it’s CHEAP. In fact, I spent $15K on one Expert in Australia that’s an INDUSTRY leader that dumped me straight after the seminar. He’s still suckering people today and they LOVE him. For me he’s a charlatan. I invested about $100K after my time with him because he imprinted a blueprint that led me towards wasting every dollar. What I learnt was, be careful – know what their end game is. They are slick, but ask the question – what do I like (when I buy) if I was one of their top 5%-10% of customers. Are they solving your problems or are you solving theirs?
Marketers are trying to move you further up the value ladder, the upsell sequence, which is exactly the right way to build a great business and makes perfect business sense. So as business owner, you need to work out if the value of the tripwire is the best value for you? Or can they truly solve your problems, making it worthwhile investing more in the solution?What complicates this further is as a business owner you only have so much time: We are @#&% TIME POOR.
Do you have the time and the motivation to make this magic widget work?, Will this solution be able to be integrated into your business and will the outcome be worth the time and effort? At the moment you have a 1,000,001 experts out there chasing you with small ideas and scopes of benefit delivering little real help.
Business is about end to end solutions, not plug and play one off’s that take your CASH and waste your TIME. With experience as business owner, tech start-up founder, finance manager and Government business advisor of 25 years, although I can’t say that I have see it all, I’ve seen sooo much crap it begs belief. Look for the contrarian suppliers/marketers, they’ll be flying against the wind because they know a storm’s coming.
Stop following the fricken herd just because it makes you feel safe, it doesn’t mean that’s where you want to be!
Hello There, I’m John Mackenzie! CEO at Staff Leverage. An Australian visionary committed to change businesses all over the world.
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