There is always good news when you strive to reach your goals. Here, Ken Courtright shares some great stuff that you can use from fresh products at IncomeStore.com. There are updates on all new deliverables that bring positive changes to the site. Another great development Ken talks about is writing a book called Rally: Nineteen Business Growth Strategies You’ve Never Heard Of. He gives us a sneak peek of the book and then presents some crucial questions that could get in the way of selling, especially in the digital world.
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This is the show where Kerri and I live our lives as we see here and are about things that are growing people’s business. We take note and if we saw an impact on others, we want to make sure we write about it. This show is a little bit different, a little bit self-serving as we’ve had two pretty large announcements in our business world that are very worthy of a show because they’re going to impact a lot of people. For many of you following, you know that Kerri and I are the Founders of the Income Store. It is part of a 26-year-old company with an eight-plus rating on the Better Business Bureau, six-time Inc. 5,000 company. We are and we’ll probably forever grow like a weed.
We’re growing pretty aggressively right now. We updated after a year of the same products, the same information and the same contracts on IncomeStore.com. If you click Products, you will see a brand new product video and all-new deliverables. It is pretty awesome. We waited for a long time. There were a lot of changes in our environment, in our space and we have a much bigger platform. We made a new product line that takes advantage of our billion-plus eyeballs across our assets. It’s a very easy product to get into and it’s awesome.
What I am most excited about because it has taken four years for me to do it, we finally are holding the book that Kerri and I spent two years writing from 2015 to 2017. It then spent eighteen months in editing. The book is called Rally: Nineteen Business Growth Strategies You’ve Never Heard Of. Three hundred pages of fine print. We’ve got some pretty good testimonials on the covers from Brian Tracy. As you guys know, I wrote a book with Brian. He is one of my idols and mentors from afar. We were the executive producers on Maximum Achievement, a movie about his life. He endorsed the book. Rob Angel, the inventor of Pictionary and Frank Shankwitz, the founder of the Make-A-Wish Foundation. We have more coming in.People need to hear the same message from either multiple people or in multiple ways on multiple different platforms. Click To Tweet
The book is technically not done. We’re missing a couple of pages upfront, but it does have the ISBN number. I wish I could show it to you. This is not a small paperback. This is huge. I’m very proud of it. It went through multiple edits and I want to give you a little bitty taste. The very beginning of the book is a very key stage setter. I needed to get the book off to a very specific understanding that the Nineteen Growth Strategies in this book, fifteen to seventeen of them could be overlaid on any business in any industry at any time. Half to two-thirds involve the web in some way, but again, a third to half don’t. It’s awesome. I’m hoping many of you will run to Amazon and buy the book, the paperback. It comes out in an eBook for a less cost soon.
What I could use, since we don’t have the first couple of pages, I’m adding a couple of pages at the end. It’s not a 100% finished product. We’re not doing the press-release yet, but it’s done. It’s great. I would love some immediate feedback for anybody that wants to rip through the book in the next couple of few days. Kerri and I could use some honest feedback. When you’ve got maybe a chapter that hits you or something we didn’t cover that you thought we would, please email Ken@IncomeStore.com and in all capital letters in the subject line, put BOOK REVIEW or BOOK COMMENTS. They have to be in caps because as you know, I get a few hundred emails a day.
I want to give you a little teaser of the book. Chapter one starts with what many people believe is the single biggest frustration of businesses of 300 people and under. If I have to pick the biggest frustration that I’ve seen and we have 3,200 clients with contracts with us over the years, what I have seen more than anything as a growth consultant from over 3,000 companies, 3,000 people were, “Why is my great product proven great? We have five-star reviews. Everybody that buys it loves it. How come it’s not selling? The website’s fine. Our marketing is supposedly good. How come it’s not selling?” Chapter one starts out with some fundamentals. The key concept of chapter one is I defined the difference between advertising and marketing. There are four things that could get in the way of selling, especially in the digital world, “Is your product ready for research? Do you have social proof? Are you over edifying your product or you’re the one telling the world how great your product is? Have you ever used Clicktale, which is a piece of software that goes over your website where maybe you can see where people are derailing, maybe in a shopping cart or right before you ask them for their email, they’re just bouncing out?”
Those are some quick fundamentals. There is a key difference between advertising and marketing. This book dives in immediately to the concepts of advertising. I’ll walk you through a quick one. You might be advertising maybe hypothetically, maybe on the radio and you did great for X amount of time and all of a sudden, it’s not happening. The concept is, as I learned from the founder of Dollar Shave Club, they shot out of the gate. They were doing YouTube videos left and right. They were selling and then all of a sudden the world fell apart.
What was happening is he had some initial buzz. There was a little bit of inertia, if you will, some momentum. Then they hit the brick wall of the fundamental business principle that early adopters will buy anything from anybody at any time. The bulk of people are not early adopters. The bulk of people are considered the majority or average. The average people or the majority of people need fundamental things in front of them. One of the biggest psychological things that people need is they’ve got to hear the same message from either multiple people or in multiple ways on multiple different platforms.
As the gentleman from Dollar Shave Club said, “When we went into micro-city marketing, which is different than advertising and I saw the results of highway billboards in Cincinnati, a radio that is done in Cincinnati, half-page newspaper ads done in Cincinnati, combined with direct mail in Cincinnati. The per thousand people in Cincinnati that purchased from us was ten times more and maybe even twelve times more than any other city where we only did one or two of those at the same time.” The concept is there is a huge difference between advertising and marketing. Most entrepreneurs, most companies under 300 employees do a lot of advertising, but they don’t do marketing where you’re combining different things at one time and having a true laser focus. A little teaser chapter one goes into depth about the fundamental principles and then how to go about it and how to put a plan together. I hope that helps.
- Rally: Nineteen Business Growth Strategies You’ve Never Heard Of
- Maximum Achievement – Brian Tracy DVD
- Make-A-Wish Foundation
- Dollar Shave Club
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