This Week's More Clients Blog
The "Big Secret" to Marketing Success
July 8, 2014
By Robert Middleton – Action Plan Marketing
Everyone knows what marketing is about - It's about getting yourself out there with your marketing message and your story in various ways and connecting with your ideal clients until they show enough interest in your services that they ultimately buy your services.
But what does it take to be really successful at marketing your business. What is the Big Secret to marketing success?
Well, there are a lot of things that are important...
Hard work and consistency are important. So are focus, planning, knowledge, practice, discipline and getting support. Plus creativity, excellence, follow through, and the ability to bounce back from defeat and rejection.
But these are requirements for success in ANY field!
But what's the Big Secret?
The big secret is clarity about what you truly want in your life. You need to be, you must be, clear about what you want more than anything else and have a burning desire to get that, to realize your vision, purpose and goals.
What are your goals?
They should NOT be to create a great website, do speaking engagements to excited crowds, build your email list to thousands of people, or to have clients who pay you hundreds of thousands of dollars.
Those are are stepping-stone goals. Yes, you might make plans to achieve some or all of those eventually, but they are not goals that will really motivate you or excite you throughout whole career. They are not big enough, exciting enough, important enough, emotional enough.
Your goals should be "Life Goals."
When I started my business 30 years ago, I formulated a few very important life goals (at a workshop I took) that motivated me and that keep motivating me to this day.
1. I wanted to be independent in my work. I was tired of working for someone else. I liked exercising my creativity and initiative. I wanted to play my own game.
2. I wanted to help people and make a difference. Any goal I had to just make money tended to flop. So I wanted to do work where I was emotionally invested and really liked the people I worked with.
3. I wanted to be financially independent. I didn't want to make millions, but I wanted to be very comfortable and never worry about where the money was going to come from if I wanted or needed something.
4. I wanted my personal life to be integrated with my work life. And that included being in a relationship with a wonderful person and living in a beautiful place.
5. I wanted to reach a place of equanimity and self awareness where I could experience joy in anything and everything, no matter the circumstances of my life.
When I started my business I lived in an apartment in San Francisco with a roommate, was recently divorced, had no money and knew virtually nothing about marketing.
But those five crystal-clear goals really motivated me to be successful at my marketing, my business and my life. Those are the goals that got me to write my InfoGuru Marketing Manual in a couple months, launch a weekly email newsletter that's been going for 17 years, and keep creating fun and valuable marketing programs for the past 30 years that not only helped my clients, but forced me to practice what I preached.
Heck, I even got married to a wonderful, beautiful woman and live in a redwood forest with a river in my backyard where we are always in the middle of nature and stunning beauty.
All my marketing goals were in the service of my bigger goals. They helped me be successful at my business and to achieve the lifestyle, relationship and inner peace that I wanted. It didn't happened because I was nuts about marketing. I got nuts about marketing because I saw it as the most powerful pathway to get what I wanted the most.
Not that I didn't have tough times and the setbacks and disappointments that everyone experiences. But I always had those big goals to fall back on. I never gave up because my goals were real and authentic.
So for now forget about focus, discipline, intensity, creativity and consistency. Those will come if you are clear about your bigger goals in your life and business. What do you really want your life to be about?
Imagine 10, 20 or 30 years into the future and ask what you'd like to achieve that would make your life worthwhile, challenging, exciting and joyful, while still being viable. Can you get excited about those goals? If not, re-look at your goals until you can get up every morning, excited to work towards their ongoing realization.
Maybe it's to travel the world, to have a wonderful family, to make your mark as an international expert, to discover some ways to make the world a better place, or to be a multi-millionaire philanthropist. It's up to you.
But they must be YOUR goals, that spring from you, not what anyone else told you was important. You actually do know what you want. Trust yourself.
And when you are crystal-clear on your goals, you may realize, as I did, that self employment and marketing were great vehicles to help me get there.
This could be just another article that you read, get a short flash of insight from, and move on to the next thing. Or it could be a turning point in your life.
Stop for a few minutes. Pull out a piece of paper and write down your most essential 3 to 5 goals, things you really want to have in your life more than anything else.
Then spend a LOT of time thinking about and visualizing those goals. Keep asking if they are truly important to you. Share them with important people in your life. Write about them; dream about them. This process puts your creative subconscious to work that will ultimately discover ways to achieve these goals.
There's an old saying you've probably heard: "When there is no vision, the people perish." But the opposite is also true: "When there is vision, the people flourish."
And that people is YOU!
For past editions of the More Clients Blog, click here.