The
"Truly Successful People" Are No
More Talented Than Everybody Else
What
really makes the "truly successful" people stand out
is this: "Truly successful" people in our industry have
an uncanny ability to convince customers that they are the best
at what they do. Even if thy are aren't. In short, these "truly
successful" people understand the magic of good marketing.
And because they understand the magic of good marketing, they've
got a lot of customers. The kind of customers we all want. The
ones that challenge us creatively and reward us financially. It
makes sense. If you've got the types of customers you want and
they are willing to pay you what you’re worth, then there’s
no need to beg for work of "lowball" bids.
The
"truly successful" people I met were rarely creative
geniuses. They were talented, yes. They gave good service. True.
But, so do I and I’m sure you do too. I did learn a few things
about these "truly successful" people though. They knew
how to present themselves as "the experts" and that
let them charge more money for what they did. (It’s pretty
hard to compete with "the expert" in your field.) They
always got paid for all of the work that they did and they knew
how to get the client excited about paying them a premium for
their knowledge. They gravitated more toward the work they "wanted"
and away from the work they "needed". They had a very
clear sense of what was unique about them and their operation
and they were exceptionally good at communicated that uniqueness
to their customers. But, most importantly…
"Truly
Successful" People Understand the Difference
Between
Features and Benefits.
The
real difference between me and these "truly successful"
people was simple. I was always talking about myself….the
equipment I owned, my creative abilities, my wonderful staff,
the service I gave, the quality of my productions, my service
area, my experience, my demo tape etc.. These were the "features"
of my business and nobody really have a sh-t about them except
me. The "truly successful" people I met talked to their
customers about the benefits of what they did. And the
benefit is what the customer really cares about. The benefit is
why you get hired. This one simple concept changed my life.
Learn
To Attract Customers by Focusing on Benefits and Then
Watch
94% of Your Problems Vanish
Eight
years ago, when I joined my production company, Edgewood Productions,
we were doing $40,000 per year in sales. Most of that revenue
came from taping weddings. Our marketing efforts consisted of
a small and ineffective Yellow Pages Ad and cold calls to all
of the people who announced an engagement in the newspaper. Since
the other production companies in our town and in the surrounding
areas were doing the exact same thing, what usually happened was
that every bride to be would get a call from a least three producers.
Then, she would start working us against each other on price.
Inevitably, when we got the job, we’d be getting paid a lot
less that we wanted. It seemed like I was traveling full speed
ahead on a one way street toward permanent mediocrity.
Then,
I discovered the marketing secrets I’m going to talk about
in this letter. I learned to apply them and, over the next 2 years,
my company entered into a phase of phenomenal growth and my life
became infinitely easier and more fun.
Today,
we do high end corporate work, field shooting for nationally known
networks, digital audio and video post production for a variety
of exciting clients and low budget feature films. In 1997, sales
topped the $1 million mark.
I
no longer worry about "cash flow irregularities" and
I only take the jobs I want. I get paid for everything I do and
I turn down more work than I produce. I feel grateful to have
learned how to turn my company and my life around and now I want
to share what I’ve learned with people like you.
The
Key To Success Is Getting
Qualified
Customers To Come To You
Getting
the clients you want is a lot easier that you might think. The
secret is in transforming your image in the marketplace from just
another producer or production company into a highly qualified
production specialist. You don’t need to spend a lot of money
to do this.
What
if you learn a system that would make your production company
virtually immune to competition? Wouldn’t it be nice if you
were booked over 90% of the time and knew it was going to stay
that way? Even though it seems like everyone with a camcorder
these days is willing to give away their services for next to
nothing just so they can work, you can still guarantee that your
investment in this business is safe into the next century. We
are offering a seminar in your area that will reveal to you new,
creative marketing ideas, designed specifically to give you the
edge over your competition.
I’ve
spent the last five years and tens of thousands of dollars learning
how to do exactly that. I succeeded and so can you. We’ve
taken all of the ideas that worked for me and put them into an
information, packed career changing one-day seminar. The ideas
that we’ll share at the seminar can work for anyone in our
industry.
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