The Planet Perry Humility Curse?

We don't value our contributions as highly as we should

Mel, Mike's clients really like him. Once they start working with his local marketing agency, they never leave. He's got loads and loads of proof from these companies that he does excellent work. What's the problem? Well, he'd like some more lead flow. So, he came to Roundtable with the idea of promoting an info product, building his email list, and selling some lower-priced digital, do-it-yourself programs. The old-school internet marketing mousetrap. Nothing wrong with that. But my team suggested looking the other way. What if Mike executed his version of the "Tactical Triangle Takeover." His clients looooove the way he increases their traffic and conversions. What if Mike said, "For a percentage of your profits, I'll improve your economics as well." What if Mike became a partner rather than an agency? What if Mike "took over" their business? What if Mike made a LOT more money from the customers he already has rather than finding lots of new ones, sifting and sorting them, trying to find the needles in the haystack? When we discussed this, Mike said, "Oh, well, my best client already brought that up. He asked me if I wanted to take an equity position in his company. But I'm not sure how to structure that or what to watch out for". That's what you're in Roundtable for. Mike will get some great advice about this from me, Robert, and the appropriate people in our "rolodex" who have done what Mike wants to do. Planet Perry folks sometimes suffer from the "curse of humility." We don't think big enough. We don't value our contributions as highly as we should. We think it might be hubris and vanity. But it's not if you can do the job. It's not if your customers are the ones saying you're awesome. Mike's customers say he's awesome. They want MORE of Mike. New Renaissance Club is where the "Humble Superstars" hang out. The ones who can do the job but don't toot their own horn even when they have an awesome horn to toot. Click here to join before February 15th to get the next newsletter. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Addicted to cheap leads?

Everybody wants to buy cheap clicks

Mel, A loooong time ago at a Dan Kennedy seminar at about 11: 30PM, I walked up to Joe Polish and asked, "Hey, can I buy you a hamburger and pick your brain?" He agreed. 15 minutes later, one of the things he said to me that night was, "Don't get addicted to the cheap leads." Let's say Facebook leads are $10 and the direct mail leads are $35. Joe said, "You don't want to just buy the $10 leads and skim the cream off the top. You want to build your economics so you can afford to buy the $35 leads, even if you fall somewhat below break-even on them. Because that makes it impossible for the people trying to knock you off to afford to be in all the places you are. That's how you dominate the market." That conversation fell out of my conscious awareness, but 2-3 years later after I was the king of Google ads I looked up and asked myself, "How did I know to so thoroughly dominate the AdWords market? It's as though something in my muscle memory kept telling me to dig deeper, deeper, deeper. Finally, I remembered that conversation with Joe. That must be where it came from. An awareness of the real price of real traffic. If you need to partner with a highly competent agency who is gonna charge you twice as much for every click because they know how to do it… because they have leverage and negotiation power with Google and Facebook that you do not… then if you are the star business and proposition simplifier in your space, you will be able to afford to pay them to do it. Rob Seiracki of OxOptimal always says, "Everybody wants to buy cheap clicks. Not us. We're trying to buy the best clicks for the most money. Not the 'good enough' clicks for $15. We want the super good clicks for $32. The premium customers." The difference between the winners and the losers is far greater now than ever before. In any market, there's gonna be three to six winners and 300 to 600 losers. And you have to be one of those winners. That means that you have to drill down into your perfect niche. It means Star Principle is more important than ever. It means Proposition Simplifying is more important than ever. It means a Definitive Selling Proposition is more important than ever. And it also means when you win, you win big. Given the monopolization of the Four Big Brothers, you may go analog, go stealth, go "off platform." If you can pull it off, it will be very hard to put you out of business. That is one path we will be lighting at my event in April. For more information click here to join New Renaissance Club if you're not already a member. There will be more information in the February newsletter. The other path, which some will take is: you go all-in on digital, meet the demands of the Big Brothers and pay the real price you need to pay. You find high-quality, samurai-level partners, buy the premium leads and dominate. That is the other path we will also be illuminating at the event. But you're going to have to face this beast. You can't play ostrich. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Addicted to cheap leads?

Everybody wants to buy cheap clicks

Mel, A loooong time ago at a Dan Kennedy seminar at about 11: 30PM, I walked up to Joe Polish and asked, "Hey, can I buy you a hamburger and pick your brain?" He agreed. 15 minutes later, one of the things he said to me that night was, "Don't get addicted to the cheap leads." Let's say Facebook leads are $10 and the direct mail leads are $35. Joe said, "You don't want to just buy the $10 leads and skim the cream off the top. You want to build your economics so you can afford to buy the $35 leads, even if you fall somewhat below break-even on them. Because that makes it impossible for the people trying to knock you off to afford to be in all the places you are. That's how you dominate the market." That conversation fell out of my conscious awareness, but 2-3 years later after I was the king of Google ads I looked up and asked myself, "How did I know to so thoroughly dominate the AdWords market? It's as though something in my muscle memory kept telling me to dig deeper, deeper, deeper. Finally, I remembered that conversation with Joe. That must be where it came from. An awareness of the real price of real traffic. If you need to partner with a highly competent agency who is gonna charge you twice as much for every click because they know how to do it… because they have leverage and negotiation power with Google and Facebook that you do not… then if you are the star business and proposition simplifier in your space, you will be able to afford to pay them to do it. Rob Seiracki of OxOptimal always says, "Everybody wants to buy cheap clicks. Not us. We're trying to buy the best clicks for the most money. Not the 'good enough' clicks for $15. We want the super good clicks for $32. The premium customers." The difference between the winners and the losers is far greater now than ever before. In any market, there's gonna be three to six winners and 300 to 600 losers. And you have to be one of those winners. That means that you have to drill down into your perfect niche. It means Star Principle is more important than ever. It means Proposition Simplifying is more important than ever. It means a Definitive Selling Proposition is more important than ever. And it also means when you win, you win big. Given the monopolization of the Four Big Brothers, you may go analog, go stealth, go "off platform." If you can pull it off, it will be very hard to put you out of business. That is one path we will be lighting at my event in April. For more information click here to join New Renaissance Club if you're not already a member. There will be more information in the February newsletter. The other path, which some will take is: you go all-in on digital, meet the demands of the Big Brothers and pay the real price you need to pay. You find high-quality, samurai-level partners, buy the premium leads and dominate. That is the other path we will also be illuminating at the event. But you're going to have to face this beast. You can't play ostrich. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Perry Marshall Minute: Is your Marketing DNA getting in your way?

What is your Marketing DNA?

Mel, Wayne is a very sharp Google Ads expert. He likes to write copy too. Recently he purchased a company and started to work his magic to bring in more revenue and increase profits. He hammered away at Google Ads and reduced their ad spend and raised their clicks and leads and customers from that platform. He started emailing his list and bringing in more customers that way as well with his great copy. But he knew he was missing something. When my team reviews a business's traffic, we often look at something called the Traffic Media Map. The map divides traffic sources into 4 quadrants. The strategy is to get good at one traffic platform in each quadrant. On the left side of the map is RECORDED/TEXT and LIVE/TEXT. Google Ads and email marketing fall squarely on that half of the map. That's what Wayne is good at. That's his Marketing DNA: Recorded and Text. So, he's crushing it over there. But the right half of the map? That side is Audio and Visual. Not in Wayne's Marketing DNA. But his business? Health and beauty products and services. Hmmmm…you think there might be some traffic platforms on the audio and VISUAL side of the traffic map for Wayne to investigate and exploit for fun and profit? 100% That's now his $1,000/hour homework: Identify and get good (or get SOMEONE good) in one traffic source in each of those two quadrants. What is your Marketing DNA? Is it "blinding" you from opportunities that other Marketing DNA types might recognize? Every new member of New Renaissance gets a Marketing DNA test as part of their membership. It will show you what you should do more of. What you should do less of. And who to add to your team to supplement and complement your Marketing DNA. You'll have a stronger team, a more profitable business, and enjoy your work and life more. If you're not a member, click here to join and get your Marketing DNA test today Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Perry Marshall Minute: Why a 100% conversion rate is bad

What's the lesson?

Mel, Roundtable member Todd sent "lumpy" direct mail packages to 40 of his cold prospects. Spent about $2000. About 30% of those became very warm leads. $2 million worth of very warm leads. One closed very quickly and has spent over $100,000 with Todd. No website needed. No email needed. Just ye olde postal service and the phone. What's the lesson? Quite a few. But one is…Todd needs to mail more. When I said this to Todd he said, "Yes, I was reading an article by a sales expert and he said if your closing rate is 100%, you're not making enough calls." Todd's not mailing enough. His conversion rate is too high. Keep mailing and keep mailing. Repeat until rich. Should Todd worry about his website? Should Todd worry about his email drip campaigns? Should Todd worry about SEO or Display ads or Facebook or LinkedIn? Maybe…someday. But not now. 99% of his results are coming from 2% of his actions…Mail and phone. Sometimes we stop doing things because they work too well. Sometimes we feel guilty that our website doesn't look as good as someone else's. Sometimes we beat ourselves up because we are not attending all the webinars, reading all the books, or using all the hacks and tips and tricks. I give you permission to stop thinking like that. It sounds like simple advice, but you'd be surprised how many entrepreneurs completely ignore it…Every. Single Day: Find what works and do more of it. What I teach in New Renaissance works. Click here to join New Renaissance Club if you're not already a member. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Perry Marshall Minute: Tire-kickers and Looky Lous…what do they cost YOU?

What questions can we ask upfront to eliminate as many of them as possible

Mel, Roundtable member, Rocco, sells a high-ticket IT service to corporations. He's surveying his email list to find good prospects for a new service he's developed. More than anything this is a DISqualifying process. Because Rocco needs to speak to them in person, on the phone, or on Zoom. This is not something you "add to cart" and enter your credit card information to buy. And because Rocco's (and his prospects') time is very valuable, he needs to sift and sort … and only talk to the right people "live." In my 80/20 Sales & Marketing Book you'll find John Paul Mendocha's 5 Power Disqualifiers. John was in a similar position to Rocco years ago. Selling high-ticket products to corporations. He was handed a stack of leads. Rather than set an appointment with everyone in the stack and waste his time. He came up with his 5DQs… Do they have the money? Do they have a bleeding neck? Do they buy into my unique selling proposition? Do they have the ability to say yes? Does what I sell fit into their overall plans? And determined which ones were worth his time BEFORE he met with them. And set sales records doing it. Are you sifting and sorting your prospects this way? Do you or your staff spend a lot of time trying to sell "tire kickers" and "looky-lous"? Review John's DQs and ask, "What questions can we ask upfront to eliminate as many of them as possible…before we waste our time on them?" It's pure 80/20. This is how we think in New Renaissance click here to join if you're not already a member Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459

Perry Marshall Minute: Too many t***s in the swimming pool

Their ethnic is "Let's see how much we can get away with."

Mel, About ten years ago, at a mastermind meeting I was hosting, a "mercenary" marketer was in the hot seat. He was selling something to the elder market…senior citizens. And he was frustrated that the sheep weren't doing what he wanted them to do. "Why is it so hard to sell to these geezers?" "What's the matter with these stupid people?" Then, longtime Planet Perry member, Nancy Slessenger, in her inimitable British accent, asked something like, "Well, have you ever considered respecting your customers as human beings?" And everybody laughed. And he never came back to another meeting, Nancy had called him out, and everybody knew it. And that is precisely what is missing from most marketing communities. Most marketing communities have 3, 5, 10, sometimes 25% or more members who are really just trying to gray hat everything. Their ethnic is "Let's see how much we can get away with." It is a major reason why the big platforms like Facebook, Google, and YouTube are so difficult to get along with. There ARE a lot of scammers out there and they have to overregulate the "good guys." Dan Kennedy used to say, "Anything in marketing that works really well eventually becomes illegal." Why? Because a percentage of marketers will abuse it. Use it to rip people off. And after you get so many turds in the swimming pool, you have to start arbitrarily banning people from the swimming pool. And to play devil's advocate, that's why Google, Facebook, Amazon, Apple, Tik Tok, Microsoft…anybody who is running a public communication, social media, or advertising platform…cannot accept just anybody who will give them money. Free speech is great, but if you yell "FIRE!" in a crowded theater, you'll go to jail. You MUST regulate what is said on social media to some degree, you MUST regulate advertising. You can't just let people do whatever they want. So, the real issue is marketers self-regulating. And many won't. That means big problems for everyone else. Part of Planet Perry culture is being willing to call out each other on our crap. The only way we can stick up for each other is when we self police…when we stop turning our heads when we know somebody in the room isn't really an honest operator. There just aren't that many marketing communities that are mature enough to self police. But if you've been around Planet Perry for any length of time, you know the ethic here. If that's not the ethic you subscribe to, you should click the unsubscribe button below. If it is, you should click here to join New Renaissance Club if you're not already a member. Seize the day, Perry PS: The Perry Marshall Minute is the daily heartbeat of Planet Perry. Short messages about the foundational principles of our world (Tactical Triangle, The 7 Steps to Entrepreneurial Freedom, and 80/20 Sales & Marketing). Every message will contain a truth, tactic, or testimonial to make this the most valuable "minute" you spend every day. If you prefer not to receive these messages, click here to be removed from the Perry Marshall Minute series. ***NOTE: This email address isn't monitored! If you need help, please email: support@perrymarshall.com

Not interested in this topic? Click here to be removed from the Perry Marshall Minute series.

If you'd rather not receive *any* more emails from us, Unsubscribe Perry S. Marshall & Assoc 805 Lake Street #295 Oak Park, Illinois 60301 United States (312) 386-7459