A few years ago, when I still defiled my brain by being on Facebook, a widely respected guru said something along the lines of the hard-to-get-to expert positioning is antiquated, and that transparency, authenticity, and accessibility is “where it’s at!” nowadays.
I found that particularly ironic.
Why?
Let’s start with the last part about transparency, authenticity, and accessibility.
For one thing, the former two have always been “in” for smart marketers. Being authentic and transparent is not something some virtue signaling millennial on Facebook invented. Look at many of the great old school direct marketers who were doing this back when your parents were still toddlers. They were all transparent and authentic.
But what about the accessibility part?
Accessibility rarely equals valuable.
After all, a lock that is easily opened & accessed by many keys ain’t exactly a valuable lock.
Example:
Show me a manager or business owner with a 24/7 “open door” policy (with both customers and employees) and I’ll show you someone who doesn’t get jack shyt done, doesn’t get to see their families as much as they’d like, and are always just an email or text message away from someone interrupting their productivity and/or fun. On the other hand, show me a Dan Kennedy who has no email, phone, or other easy access… FAX only, and even then only responds two days per week… and I’ll show you a giant of his industry who is second to none, commands outrageous fees to speak & consult, and whose words are listened to and implemented without question or pause by clients, customers, and students.
There may be exceptions to this, of course.
But they are few and far between.
Uh-oh…
I can already see the flurry of emails being angrily typed out from people who have been lied to by their favorite social media goo-roo about this, wallowing in the cognitive dissonance fighting me on what I just said.
Just relax, and let it flow, Boobi.
This ain’t no mystery to anyone who has a life outside of their Facebook app.
The tales of the great warriors and knights and kings never showed them questing for, dueling for, or putting their lives and honor on the line for the easy-to-access town ho with the open sores all over her body haunting the street corners. But, they would happily risk life, limb, and freedom for the rare and beautiful, hard-to-find-and-access virgin at the top of the mountain, surrounded by a mote full of lava, and guarded by the snapping jaws of a fire-breathing dragon.
If that analogy is too horrifying, then how about this one:
I learned many years ago while writing sales copy for “Email Players” subscriber & “for real” world class info publisher in the self defense niche the great Captain Chris Pizzo — that high-achieving guys with money to spend and a desire to kick some arse don’t learn self defense in the easy-to-locate strip mall who will coddle them, and lump them in a class of 200 other people doing pointless punching drills in unison in front of a mirror. But, they will climb the dangerous mountain to learn kung fu alone at Pai Mei’s feet, who will abuse, humiliate, and teach them the real secrets of combat, making them break their knuckles punching wooden planks, snatch out their eyes for disobedience, carry heavy water buckets up steep rickety stone steps, and sleep on the cold moldy floor to toughen them up.
Nobody questions the “Pai Mei’s” of their marketplace.
Nobody dares not do as those types command.
And nobody would even think not to pay them top fees, invest top pricing, and give top attention & respect to them, and the offers they sell.
So it is in the world of business.
And, also, so it is in the upcoming March “Email Players” issue — which shows you how to grant yourself this kind of valuable positioning for your business, that even raw & “wriggling” newbies can potentially use to command outrageous fees & pricing, and create loyal customers for life.
Yes, unlike most of what I teach, this issue is “newbie friendly.”
In fact, I would argue it is even more valuable to the newbie.
Especially since it can help eradicate that awkward phase in the newbie business owner, new freelancer, newbie info marketer, or newbie coach’s where you know you have a lot of value to offer, but no track record of proof, experience, or case studies, testimonials, etc to prove it.
Also yes, it will take hard work to implement this info.
But, if you do, it can realistically help get you over that “newbie hump” sooner.
Of course, the seasoned pro can also use it, too. And, I believe, someone with their act together can use this info to add another “0” to their existing profits if properly implemented over time. Especially info inside it they already “know” (some of it is obvious to anyone who’s been around a while) but are not yet using.
Not using what works it is even worse than not knowing it in the first place.
However, before any newbie reading this gets too excited:
You’ll still need a business.
i.e., it won’t magically build you a business out of thin air.
And if all you do is hang out in the social media opium den getting high on likes & livestreams, this info won’t do you any good. You have to have something legitimately valuable to offer, and the willingness to build and maintain a list, and mail it regularly, like with everything else taught in the value-sticky pages of “Email Players.”
All right enough of this.
If you want to subscribe, the deadline to get the March issue is coming up fast.
Here’s the link:
Ben Settle
