The industry norms are based on the average of the industry and they suck. So you don’t want to have anything or be in any way similar to them. So here is what you need to do, anybody who makes a lot of money defies industry norms. Every single one of my Rebellious Millionaires are defying their industry norm, doing the opposite. Predominantly positioning, predominantly process, predominantly marketing system and everyone who makes average money conforms.

So here is what you must do, go and make a list, here is the first thing you can do at night if you can’t sleep. Make a list of everything they do in your industry. How they get a client, how they look after a client, what they charge for a client, the process for selling to that client. Make that list and do the opposite because they’re broke.

Here is the point; you come to this stuff in a sense not particularly liking marketing. Going what is this stuff these guys do and how do they do it and being introduced to it. You finish out being addicted to it. You finish out loving it. Why? Cause it’s so much damn fun. Like we can’t walk through a shopping center or read a newspaper anymore without critiquing everything.

Most of them in your industry are trying to sell right from the word go. What we do is give and create relationship and report. This changes us from being a pest to a welcome guest.

Some clear distinctions there, who has the power in sales? The client and it’s the wrong way around. Its contrarian to what you’ve been taught. Our whole system switches you to the hunted. It’s them seeking you as opposed to you seeking them. Your sales will go up or down dependent upon the quality of your marketing system and whether you seek them or they seek you. It’s a fact. Every other system will teach you differently.

We do lead generation. We ask a client to put their hand up and say we’re interested. We’re not in sales. Why? Because you hate sales. The last thing you can afford to be is a salesman. The signs are on the doors folks; they’re on your letterboxes. It’s the last thing you can afford to be but that’s what everyone is. Whereas we’re in the information marketing business and the education business. And a byproduct of that is they can choose to do business with us and on our terms because our marketing positions us as the authority, celebrity and expert in our niche and that’s how money moves.

It’s all about you staking out a territory, positioning you as that thing and then you becoming that thing.

So in defying industry norms, most of us take a perverse position and a sense of enjoyment in going against the norm of our competitors.

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