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rule of marketing

The #1 Rule of Marketing

 

Always enter the conversation already taking place in the customer’s mind.” — Robert Collier

 

Earlier this week I was at dinner with friends where a variety of conversations were taking place at the table. My attention was suddenly pulled to a conversation about yoga.

Now, the truth is that yoga as a topic would not normally grab my attention. I think yoga’s great, but it’s not really a top-of-mind interest for me. Normally, my mind would have filtered this conversation out and my focus would have remained on the interaction I was already a part of.

However, this yoga conversation was different. My friend was recounting a recent experience where she ran a workshop for veterans to help them process trauma stored in their bodies through restorative yoga. She explained how one participant had a big emotional release at the end of the workshop as her body let go of anxiety and tension that had long been stored in her muscles.

That got my attention.

I immediately switched my focus to her story. Ever since I read The Body Keeps the Score last year, processing trauma through movement has been at the top of my mind as something that could help me and others close to me to improve mental health. Read more

Boost your revenue from any offer by 20%+ with this strategy

When looking for the highest ROI ways to grow your income as a thought leader, there are often low-hanging fruit opportunities that get easily overlooked.

These are opportunities that require little additional effort or work on your part and can be implemented with minimal changes to your existing product offers, marketing, and sales process.

Earlier this week, I was on a consulting call with the purpose of looking over a business owner’s revenue model to find just such an opportunity for her.

One stuck out at me right away that I would like to share with you because it’s something you can easily apply to your offers. In my experience, this technique boosts the income you generate from that offer by 20% or more.

In this case, the primary source of income for the individual on the call is high-end, high-touch coaching and consulting program where her clients pay for several months of training, personalized guidance, and hands-on feedback.

This offer costs several thousand euros. She doesn’t have any offers at lower price-points. As a result, this excludes a good portion of her list from being able to do business with her because they can’t afford it.

My advice to her was to add a second tier to this high-end offer, one that included the training, tools, and access to the community but didn’t include access to her guidance.

This would do two things. First, it would create an offer that is accessible to those who can’t afford the higher price. Second, it would allow her to make additional revenue from an existing program in a way that doesn’t require more time from her to maintain it. Read more

there are seven different income streams you can create with an online courses

3 New Ways to Generate Income with Online Courses

It’s no secret that digital courses are a great way to monetize your ideas and expertise.

But did you know there are seven different income streams you can create with an online course? Understanding these strategies opens up possibilities for growing your business using existing intellectual property.

Often, you can use more than one strategy with a single course offering.

Today, I’d like to share with you three of the seven often-overlooked strategies that I teach my clients and workshop students. The following is pulled from Launch Your Course — one of my online courses.

Strategy #1: Customer/Client Attraction

Online courses are a low-risk, low-cost way for a new customer to do business with you for the first time. It’s a lot easier for someone to invest in a lower-priced offering than it is to invest in services that cost hundreds or even thousands of dollars.

The course gives them a taste of what you can do, earns their trust, and preps them to invest even more in your other products and services.

Small Biz Trends reports that you are 14x more likely to sell to someone who has already bought from you before. They are willing to spend a lot more money the next time they do business with you, too. Read more