Mel,
I knew this guy named Jim who desperately wanted to quit his job and work for himself.
That's not easy for anyone, especially when you're 34 with a mortgage and a wife and two toddlers at home (plus a baby on the way).
Jim had spent the past 18 months waking up two hours early every day to squeeze in some work on his skunkworks projects... And he'd even managed to squeeze a little blood out of those stones...
But somehow a few hundred extra here and there just made his goal of hitting his magical "$6K for freedom" seem that much more remote...
Every morning he gritted his teeth and told himself to keep at it... But in unguarded moments he'd admit he was losing faith.
One day he grabbed my Consulting Accelerator course and dumped the .mp3s onto his iPhone.
Matt Gillogly and I kick that course off with a question that a consultant wannabe had just asked me. It went something like this:
"I'm working a Dilbert cube job right now, but I want to quit and become a consultant. I have a lot of commitments, so I can only spend an hour a day and maybe $500 a month. How do I find myself a couple of clients in the next 6 weeks so I can earn $6,000 a month and quit my day job?"
Jim hears this and starts to lose control a little bit.
He's sitting there in his Honda Odyssey, waiting for the Chick-fil-A lady to hand him his 2 chicken finger kids meals...
And his throat is tight and his shoulders are heaving...
Because he suddenly had HOPE.
Matt and I were reading Jim a page out of his dairy, and he just KNEW that we were going to finally show him the path to freedom.
If you've been hanging around Planet Perry for any length of time, you already know that you're job is NOT selling Google clicks. You're not selling high-temperature thermocouples or service plans for laser printers.
But it might surprise you to know you're not selling the benefits of those things either—more customers, accurate readings, trouble-free office equipment...
Ultimately what you're selling is HOPE.
And that, my friend, is a serious undertaking.
Recently a young woman who struggles with adult acne said that she HATES trying new products for her skin.
Why?
Because she always gets her hopes up... Only to see them dashed against the jagged rocks of reality.
Woe to ANYONE who uses the tactics of effective marketing to peddle false hope.
Here in Planet Perry, we uphold a higher standard.
Does your product live up to the hope you're creating in your marketing?
If not, fix it.
And if it does—
If you can really deliver on your promises...
Then its your duty to do everything in your power to steer your prospects to make the RIGHT choice.
Stand tall and shout it from the rooftops.
Because ethical marketing is about more than just dollars and cents.
It's about sparing your customers from the ravaging wolves out there...
And rebuilding their shattered trust so they dare to dream again.
Carpe Diem,
Perry Marshall
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