What all successful business have… and what every entrepreneur should always be seeking — is greater LEVERAGE

Leverage is the ability to do more, to get more, to create more… using your existing resources.

From an earlier post on the Warrior Forum today…

Much angst is somewhat unfairly misplaced on the shoulders of marketers without proper consideration of the very demands made by those to whom they market.

Paul Myers has a great saying that’s particularly applicable:

Sell ‘em what they WANT.
Give ‘em what they BOUGHT.
Sneak in what they NEED.

It’s always easier to point to failure of the masses as prima facie proof that something sucks than it is to accept the successes of the few who in fact prove the exact opposite.

Surely we can all agree that some very powerful ideas DO cut through all the noise and have had a truly transformative effect on “real” people’s lives (even if it’s not your bag of Doritos).

There’s plenty of GREAT information available, and people are and will always be buying it. But most of them don’t come to forums or spend time blogging about it. They just enjoy the experience they bought and move forward.

Those are the people you see filling seats at live events but never hear from online. The custom transom manufacturer who turns over 4 million a year in his business… @ 32% profit.

That guy is happy as a pig in the mud but he’d sure like to grow sales to 6M and keep the same margins or maybe squeeze out a few more points where he can. For him, a trip to San Diego or an SEO product that costs as much as your mortgage payment is a genuine and significant opportunity, just like the sales letter said it was…

There’s real, lasting, meaningful success happening for people out there every day using the very same stuff that pisses other people off.

The END USERS are the drivers of that success — not the products they buy, or the gurus they follow, or the tactics and strategies that they implement. They are self-responsible, action takers that are AWARE and have a finely tuned sense of acuity. They observe and respond.

Of course, you noticed that I didn’t say “watch and react”…

Contrast that to the mindset of the average help desk trouble ticket or refund request. The pattern is not unpredictable.

Sometimes, it bears repeating that the little old world of Internet marketing does go far and well outside the realm of $97 info-products and well beyond the $1997 guru launch products.. and even beyond the $10k coaching and events. I made my bones selling very niche specific services that run from $695 – $12k with an AVERAGE sale of $6k+.

High level actionable information on that level is very, very different from actionable material as one guy selling stuff via Paypal — even for ME, having done it both ways.

Leverage is the difference. It’s what newbies should always be looking for and it’s what established, growing businesses already have.

If you buy something that gives you new leverage, even a stupidly simple $17 ebook, then it’s a smart buy.

If you buy something, even an ingeniously conceived, planned and executed multimillion dollar launch product, and it does NOT give you that leverage, then it’s a waste of attention and money.

But most of all… if you BUY something, USE IT. Do something with it.

This got long fast… I’m out.

Best,

Brian

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