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Today I’ll show you how to use reciprocity to double your sales, but I’m also going to answer the question: “Is it ethical to use reciprocity to double your sales?” Some people say: “Of course it’s ethical.”  Others say not so. 

So, whether you’re someone who’s on board with using reciprocity to double your sales, or if you’re a person who isn’t comfortable with using reciprocity to generate a monetary windfall in your business, let’s put that on the back burner until the end of the show. 

And my guess is that by the end of today’s show you’re going to be on board with using reciprocity to generate more sales.

If you'd like to get a FREE Copy of my newest book - Sales Control:  The 1-Page Brand Marketing Plan for Creating A Culture of Ravenous Clients, Raving Fans and Repeat Buyers" ... - Go Here Now!

If you make something worth talking about, the market will talk about it. If you invest time and money in creating an extraordinary experience for your prospects & clients, your Brand will gain loyalty & referrals.

That's one model. A model where we're paying & paying & paying. And then the other model is a fixed cost. We paid once because we designed it right. We invested in a killer piece of content. And by paying once, we're able to spend less on media or on paying again and again and again.

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What are the implications of using “FREE!” as a marketing strategy?

Specifically, why we do it – why we don't do it and what free actually means, before we get hung up  on whether or not you ought to be offering people something for free.

The best time “FREE!” makes sense is when the thing you sell is a tool.  

A tool that connects; a tool that spreads; and a tool (that once it spreads  and your prospects are using it a lot) you can happily charge for it and they will happily pay for it.

Our premium-priced product or service literally pays for our marketing.  So, the products & services we sell have to be coherent with the marketing message we put forth in the marketplace.

You can't act like the high-priced provider & charge like the cheap one.  Because when you end up in that middle ground that’s where everything falls apart.

First, you can look at it as: “What do I need to charge to act a certain way? - and “When I act that way what volume do I need to make it worth what I charge?”

There are two ways to think about pricing (as it relates to marketing), and we're going to talk about both of them because they're related.

First, is that marketing changes your pricing.  And second, is that pricing changes your marketing

It turns out that most people (most of the time), make decisions about choosing something based on how the price compares to the prices of competing products and services.

Price anchors us and we use price as a clue as to which kind of product or service we ought to buy

Your Brand is the way your prospects and clients think of the promises you make; your brand is a shortcut.  

It is a shortcut for all of the things prospects and clients have in their head about what to expect from you 

The brand is something you earn. The brand is the sum total of all your marketing.

But you can’t do exercises for branding. You can do exercises in logo design.

You can do exercises in who you seek to change and in the promises that you seek to make. But when we add it all up that’s your brand

This is a book about making marketing more human. It is a book about and for marketers, but it focuses most of its content on the things that matter most to our clients, customers, patients.  

The book spends a good deal of time highlighting how lazy we (as business owners and marketers) have become (rightly so).

Specifically as it relates to our use and overdependence on automation and technology. Marketing Rebellion is a great read and well-worth your investment of time and money. 

An effective marketing plan for 2019 requires an entirely different approach than you’re probably used to taking.

An effective marketing plan is based on empathy, humility and your ability to become magnetic to your perfect prospects. Empathy because we understand our marketing is for them.

We understand that we “do” marketing with them, not “to” them. Empathy because we create marketing in an effort to help our perfect prospects make specific and meaningful change in their business or in their lives.

On today’s show I want to talk about a subject that came up after a recent training with Members in the FunnelTribes Community.  Ryan, (who owns an HVAC company and has been a Member for approximately 6-months in the FunnelTribes community) submitted a lengthy question to me after the training. 

That question led to an in-depth discussion about the Sales Control™ process … specifically: “The one question you’ve got to answer before your brand can become magnetic to your perfect prospects and clients”

In “Crush It!” (2009) and “Crushing It! the follow up book (2018) Gary Vaynerchuk goes into great detail on the importance of creating compelling content; investing in your brand on social platforms; of being “self-aware” and how it impacts your success in today’s market.

So, if you’re like me & the most successful members in the FunnelTribes community, and you want to enjoy massive success online in 2019 … "CRUSH IT!" and "CRUSHING IT!" are a MUST read! Both books rank in my "Top 15 Best Books Ever!"