January marks my 40th year in this business.
I have sold myself as a consultant, a copywriter, a speaker. I’ve sold products through info-marketing. You can see a pretty complete list by clicking here…and even find a number of my info-marketing products at 25% through the end of the year.
I’ve sold my services and products in wildly prosperous times when customers were practically falling over themselves buying. And I’ve sold my services and products during dark times, with a shrinking economy, and seemingly nowhere in sight.
At the recent GKIC Info-Summit, legendary copywriter John Carlton joined me, and we presented three sessions on copywriting. John isn’t actively seeking new clients nor am I, but we both know there are “whales” in that pond and by sheer force of habit, we want to be seen by them, showing off. (In the casino industry, a “whale” is a high-roller; a rich, repeat customer. I use the term to mean a desirable, valuable client.)
In this instance, John picked up a nice chunk of change from purchases of his copywriting course in “back of the room sales.” I was compensated too, by my relationship with GKIC.
Speaking on Peter Lowe’s Success tour, I built my herd (and my income) by sending letters to everyone in attendance, whether they stayed to see me or not.
I did not always get to show off in such nice places or in front of such qualified prospects. However even in the most unlikely places, I’ve found speaking a great way to grow my business.
I recall a bad speaking gig in the 90’s, done as a favor, with a room of utterly unqualified prospects—but for one guy, who had just sold his company for $50 million. He wanted to be a famous author and speaker, and paid me six figures to be his ghost writer and copywriter. This sort of thing is whale-hunting in the desert. There’s no good reason to expect any to be there, but then again you never know. So you always show off what you know.
There were times I was on panels, with others better known than I, but a chance to show off, which I took, and used more smartly than the others, showing off broader knowledge. And I snagged a whales.
You may be about to tell me that showing off isn’t natural for you. That the very idea of speaking to a group terrifies you. That you are shy. Or that you find all this unseemly. Or worst, that you resent it, and feel entitled to get work as whatever your profession is because you are skilled or talented at “whatever your profession” is.
Sorry, you’re not entitled to anything by skill or talent.
Even the U.S. Constitution was wisely written to guarantee only the right of pursuit of. Nothing more. They said: go get it if you can. And none of it has to come naturally or easily to you. That, fortunately, is not a prerequisite for success. I stuttered uncontrollably in childhood and never totally erased it. I’m an anti-social, reclusive, bookworm by nature, not a born performer. I learned to show-off. So you can decide whether you want to stay glued to whatever your reasons are that you “can’t” or “shouldn’t have to” do these things, or you can be rich.
In speaking at GKIC Info-Summit, John and I know for certain there are whales. Whether you are in a room that is certain to have whales, or not, it is better to be showing off somewhere than nowhere. And these days with the Internet, you can conduct webinars and promote them broadly and cheaply and hunt for whales at home. There is someplace available to you today and every day; to show off what you know.
NOTE: As I mentioned, I’ve been in this business 40 years. I am in the trenches and intimately involved with clients’ and my own info-marketing on a day to day basis, adjusting to (and coping with!) changes, creating new blueprints as needed, creating new opportunities, making millions of dollars materialize from the thin air if ideas and initiative. I also have the richest background from long tenure and broad diversity in the field, dating back a full 40 YEARS (!) from 2013.
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