The other day I read that Oprah Winfrey and Tyler Perry are due to release a new TV series…
The name of their new series is The Haves and the Have Nots.
Based on the musical play written, produced and directed by Perry, it follows the dynamics of the affluent Cryer family and the family of their not-so-affluent housekeeper – and the dramatic secrets that reside within each.
The show made me think about what I’ve read in recent months about the differences between the “haves” and “have nots” in real life.
A vanishing middle class caused by globalization has driven down wages for people with routine skills. Yet incomes at the top have skyrocketed.
I’ve read that students should focus on science, technology, engineering and math to earn the best money in the future.
The truth is that if you want to be a part of the “haves” it doesn’t matter if you focus on art, English or technology. Or if your business sells services or products that are widely accessible with lots of competition or your business sells products or services that are normally in a low-price point…
Because people will pay more for products and services than you imagine. Plus somebody will always be at the top of the food chain, so to speak, dominating their market, so why shouldn’t it be you?
In Dan Kennedy’s Marketing to the Affluent program, Dan shares story after story of businesses that could easily be commoditized and competing on price, but instead are dominating their market and selling their products and services at top dollar. From pet sitters to guys selling lobster to his story of buying a $350 rubber ball at Disney World.
Here are four simple secret principles you can put into practice immediately to instantly align yourself and guide your business to be among the “haves”:
1) Stop believing your business is different. In the GKIC February 2013 Gold Letter, Dan Kennedy discusses and shows evidence of how human emotions are the same no matter the educational level, income and affluence level, life experience or sophistication. In other words, no matter their differences, people respond the same to GKIC marketing strategies.
Once you stop believing GKIC marketing ideas won’t work in your business because your clients, customers, patients or business are different, you will experience tremendous financial breakthroughs. So next time you think one of our marketing ideas won’t work, try it first and see what happens. (If you aren’t currently receiving the Gold Letter, click here to get 2 issues, along with $633.91 of free money-making Info.)
2) Make big changes with small choices. Every business owner understands the painful necessity of choice in decision-making for their business. It’s these choices and the fear of making the wrong choice that sometimes paralyzes a business owner.
If you find yourself paralyzed by indecision, make a smaller choice to get you started. For example, if you are unsure about a marketing strategy, test a small portion of your target market first to see if the strategy works.
After all, it’s better to do something than nothing. Plus by making a smaller choice, you don’t have to worry so much about making a wrong decision.
3) Differentiate yourself. This is especially important in highly competitive markets. If you want to be able to charge the highest possible fees and never compete on price, you must distinguish yourself from your competitors.
Think you can’t charge more for your products? Think again. Disney charges $350 for a rubber ball that you can buy at Walmart for $5.00.
Think your business is different?
See point one.
(Learn about how to differentiate and avoid commoditization on our upcoming Diamond Member Calls in March and April where Sally Hogshead discusses using customer fascination and three great GKIC members discuss strategy for fighting differentiation in highly competitive and commoditized markets. Not a Diamond Member? Get access here.)
4) Do something to market your business every day. Many of our most successful members talk about how taking “massive action” has generated a lot of their success. However, for some that seems overwhelming. Realize that even doing one small marketing activity every day can have enormous impact.
Dan has a rule of doing something to drive his business forward every day. That means that sometimes you have to make the choice between quitting work at your normal time or staying ten more minutes to send an email or fax to a potential client. What small choice can you make today that will make a difference in your business tomorrow and beyond?
Follow these four simple principles and before you know it you’ll be one of the “haves” experiencing more freedom, less stress and an income that can provide you with both everything you need and everything you could ever want.
NOTE: Want more insider information on how to leverage marketing and sales to improve your business? Click here to claim your special free bonus of $633.91 worth of marketing materials.