If we don't do effective marketing, change doesn’t happen.  Over the last several episodes we’ve taken a significant diversion into how change actually feels to people. 

What we believe; who else believes it; what we want and where we’re headed.  Today I’ve brought you to a fork in the road. 

You’ve got to decide: “Are you in the business of changing how your prospects get what they want?” Meaning: “You find a hole and fill it” or “Are you going to go deeper and change what they want altogether?”

All effective marketing involves “tension”, and if your marketing can’t create a feeling of “tension” in the mind of your prospects you’re not going to sell much.  “Where does tension come from.” As we saw episode #174, tension is at the core of marketing, because tension enables change 

And change is what marketing is for.  So, where does the primary source of tension lie?  It comes from your prospect’s desire to retain or improve their status and I’ll show you how this can help you sell a lot more stuff

I’m going to talk about the most-important business book I’ve ever owned “Breakthrough Advertising” by Eugene Schwartz. To date I’ve read over 2,100 books and as it relates to the subject of helping you attract more clients; grow your business and become more profitable.

Breakthrough Advertising (in my opinion) and in the opinion of many of today’s most successful business owners, this book is the most-important, most-impactful and most-helpful book ever written on the subject of advertising and marketing.

Today I’m going to show you one of my best-kept secrets for positioning your brand at the top of your niche.  Think of positioning like this:

You’re doing a service for your clients. They have hooks in their head. They want to hang something on them. 

They have needs that have been ignored by everyone who's rushing to be part of the crowd.  And when we do a good job of positioning ourselves, we're doing the opposite. 

We are going away from the crowd on purpose, on axis that have not yet been explored.

If you have $1,000 set aside for investments and you decide to invest in Stock “A” instead of investing Bond “B” you give up the guaranteed interest you would have earned from that bond by choosing to put your money into the stock. 

Giving up that guaranteed interest, which was your choice is what’s called your opportunity cost. 

 Opportunity cost is the key to making smart decisions. Once you know the value of each choice you can be much, much smarter about the choices you make.

When a prospect says all the right stuff so that we’re 100% convinced they’re going to become our client, & then BAM!.. They drop the bomb on us, that sucks.  

But maybe the prospect who chose your competitor was right. 

If the prospect knew what you knew; if they believed what you believed; if they wanted what you wanted, they would pick what you picked, which was YOU & your offer. 

But they're not you! They are someone else.  We have become empathetic in order to position our brand in a way that works.

The book is based on real-world “in the trenches” data where the authors performed one of the largest studies of its kind. 

Their research included over 6K+ salespeople & 90+ companies across different industries for the purposes of determining the characteristics of successful sales reps.  

After collecting & sorting through all the data, they assembled what many believe is a roadmap that can help you sell consistently & more effectively.  I highly recommend this book.

About two months ago I discovered that approximately 2/3rd’s of the NEW Members in the FunnelTribes online community were struggling with the best way to position their business or their professional services practice. 

They wanted to position their brand in a way that produced a consistent source of new business (for starters) but didn’t know how. 

Now, if 2/3rd’s of the Members in the FunnelTribes online community were having problems getting their positioning figured out … where does that leave you?

Today I’m going to show you “How to Sell MORE of Your Products and Services using the one of my most-effective frameworks from the Sales Control™ System. And if you’re like me and the most-successful members in the FunnelTribes community I know you’re absolutely gonna love it. 

One of Sales Control’s most-effective, this framework is going to make prospects COME TO YOU, ready to become your clients … or at the very least they’re going to be very, very interested in becoming your clients.

The NEW Sales Control™ book will help you become the most-respected, most in-demand brand, thought leader, personality or company in your niche.  And while doing that it will help you create an enormous level of goodwill and trust within the marketplace. 

And when you implement Sales Control’s 1-Page Brand-Marketing Plan for Creating A Culture Of Ravenous Clients, Raving Fans and Repeat Buyers, you’re going to be doing a LOT better than your competition which can catapult you to the top.