Unless you routinely provide a product or service to customers who routinely pay you for it, you’re not actually in business. Certainly, there are plenty of things you can do to keep yourself busy—I know, because I did plenty of them. But when I look back, I see that I could have had my first sales much faster and could have scaled up to a consistently high income much sooner. Here’s what I would have done differently.
Learning and Experience
It must seem funny (or maybe arrogant) for the founder of a company that has done more than $100 million in revenue—mostly within a five-year period—to talk about “what I would have done differently.”
Even if I’d known then what I know now, I would’ve had to learn it at some earlier time. And even with that knowledge, I still would have made mistakes and learned new things.
Regardless, I will give you my best advice and, if you use it, it will save you time and get you into business faster.
Spend Money on Traffic
Spending money on advertising to drive traffic to your offer is how you produce opt-ins and sales. It’s how you start to build a list.
Most new online marketers don’t want to let go of their money—or won’t spend enough to make it worthwhile. I know: it can feel like you’re placing a bet. In some ways, it is. You can increase your odds of success by doing research on your target audience, but you can’t know the outcome until after you’ve placed the ad.
But if you don’t place ads or don’t spend enough money to create a sufficient flow of traffic, then you won’t have “customers who routinely pay you” and you won’t yet be in business.
So, the first thing I would have done differently is start out with paid traffic and invest sufficiently at the beginning, rather than spending months trying to generate organic search traffic, which can take years to develop into profitability.
Build a High-Converting Sales Funnel
For MOBE consultants just starting out, this is not a major concern, since most of you will be driving traffic to MOBE’s funnel (landing page, sales page, etc.), which are routinely being optimized for the highest conversion rate.
But in the beginning, before there was MOBE, when I was promoting a different product and was responsible for creating my own funnel for it, I would have gone and found the best copywriter I could afford to create the most irresistible offer possible for the front-end product I was marketing.
Of course, the copywriter would be working from whatever my offer is, so I would need to have a pretty good front-end offer and some bonuses, such as a free consultation or free reports, to make it impossible for prospects to say no.
A really good copywriter can show you examples of who they’ve written for, and what kinds of results they’ve helped those clients achieve.
Position Yourself as an Expert
The artist Vincent van Gogh, who died in 1890, didn’t sell a single painting in his lifetime. It would be sixty years before he began to be recognized as one of the greatest painters in history.
I don’t know what van Gogh could have done differently, but I do know that if you wait for the world to recognize you as an expert, you will wait a long time. Daily, the market for your product is being exposed to people who present themselves as authorities, experts, and “gurus.”
I am not saying that I should have come on like someone who had years of experience when I actually didn’t. But I could have had more confidence in my myself and in the value that I was bringing people as a trainer and coach, showing them the nuts and bolts of internet marketing.
Four Hours for Every One
For every hour you spend reading or doing an e-course or attending a webinar for your business, apply what you learn for four hours. If you do this, you will be in business a lot faster.
I see the opposite of this too often and I am guilty of stalling my business career because of it: spending too much time learning, thinking I had to learn more and more before I can act. I wasted the first year of my business that way.
You don’t have to know every aspect of online marketing before you can start doing it. And you can’t study yourself into a position where you are immune to making goofs.
Learn how to drive traffic and then place the ads and drive the traffic. Get the sales. Then you’re in business. Whatever else you need to learn, you’ll learn it quickly.
Speaking, Influencing, and Leveraging
I didn’t do my first live event until I was in business for three years. I think that was too long to wait. It’s not necessary for everyone who does online marketing to do live events, but if you want to have the kind of business that breaks $1 million a year, you have to put yourself out there, in front of crowds.
When I say “crowds,” I mean any group of people, whether live or via the web, such as with a webinar.
It’s not merely speaking to people but influencing them. That’s how you sell. The main reason you want to get in front of a crowd is to sell your product or service to them.
One way to get a low-pressure start is to create a Meetup group for your business. Hold regular events where you talk about online marketing, teach people how it works, and then introduce them to MOBE’s 21-Step HTAM program.
But mainly, it’s a way to gain experience talking to crowds and learning to influence them.
Also, whenever you speak in front of a group or on a webinar, make sure to record it. If all you have is your cellphone, then use that, but eventually, you want to obtain high quality video that you can leverage in the future. It positions you as an expert and you can use it repeatedly to market yourself and your business.
Above everything else, you have to be ready, willing, and able to sell. That will drive a lot of the other advice I’ve given you.
Several years ago, before MOBE even existed, I discovered I didn’t know how to sell. I was blowing sales during my follow-up calls to my leads. They were hanging up on me.
To increase my skills, I took a commission-only sales job with a telecom company, calling back former customers and getting them to re-sign. It was thankless work with lots of rejection, but when I got the script memorized and learned how to handle people’s objections, I started to make some good commissions.
I only stayed with that company for a few months—long enough to learn how to sell and prove to myself that I could do it.
Perhaps this suggestion should be the first one, because when you know you can sell to people one-on-one, you are on your way to selling to groups. And when you’re confident you can sell, you spend your time doing the things that lead to sales.
You’ll be in business a lot faster.