I’ve been dubbed by some of my mentoring clients as ‘Doc Mal,’ on hearing this term I made some enquires to find out it stood for a ‘Dose Of Clarity.’ It seems that’s what they get during our chat’s. Here’s a recent story of one such dose of clarity and although not intended to offend, the reality is it may. Strangely, my intention is to alleviate aggravation, not contribute to it.

You see I just got off the phone to one of my Platinum Mentoring clients whose marketing/advertising, in his words “didn’t work out the way I expected”….well, welcome to the real world. I reiterate, you are not your client, you are not the expert, THEY ARE! The truth is you’ll get a result, maybe the one intended, or maybe one you didn’t want, better still, it may in fact have performed above expectation.

Here’s what we know…

If you get this stuff right, if you follow our tried and tested formula handed down by our fore-fathers in emotional direct response marketing, and it doesn’t work, it’s highly unlikely you’ll get it to work and I’m not a fan of spending good money after bad. Although I know Dan Kennedy admits to stubbornly paying for a clients project himself in the hope that he could work a miracle….he didn’t.

But there’s a catch. On questioning this member, and frankly one who should know better, I discovered he had failed to tick the boxes. The boxes I refer to are MESSAGE, MARKET and MEDIA MATCH.

This is like a three legged stool, fail to craft the right MESSAGE that enters the conversation in the mind of the prospect and you’re a dead duck right there.

Interestingly enough, the right marketing MESSAGE is no better than the world’s worst marketing message if it falls on deaf ears.

All of which leads me to another leg of the stool….MARKET. We’re on the hunt for a starving crowd who has the will and capacity to buy from us; importantly we want them to be part of a niche that’s an inch wide but a mile deep. Our preference is to be a big fish in a small pond.

Then of course, there’s MEDIA. Media simply means a medium by which to communicate with our clients or prospects reliably, affordably and predictably. Preferably we’d like lots of MEDIA in which to communicate with them and by understanding math’s and psychology we can choose to dominate all MEDIA and thereby destroy any hope a competitor could ever have.

Now this client of mine freely admits to over reacting and becoming emotional about the reaction the market place took. Clearly, the market place doesn’t give a toss about you or your problems whatever they may be. The market place has a whole different criteria than you. The trap of course is too allow emotion to kick in to your decision making processes so your sense of reality goes with it and the whole process becomes even more complicated and difficult.

Now I do GET that this can be tough. I mean when you’ve spent the last few dollars you have, days of effort, if not years and it all seems to come down to this, it’s highly charged. Sadly, this is no perfect science, there are variables involved, but if you tick the boxes we can enjoy a high probability of success and for that matter, celebrate failure swiftly and move on.

Now I’ve interrupted the list of Speed Wealth Zone Catalysts’ that I’ve been sharing with you in the last few weeks because quite frankly, it seems no end of dispensing this advice has the desired effect when emotion kicks in and logic kicks out.

Back to ‘Speed Wealth Zone Catalyst #3’ next time,

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.

Mal Emery

Posted on January 28, 2008 - 05:18 PM

- Updated on January 28, 2008 - 05:18 PM


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