The best way to describe the experience of savvy, willing, and determined entrepreneurs — especially experts, authors, attorneys and physicians determined to increase and leverage their income — is SUCCESS STRATEGY WHIP LASH.
They scour available information for guidance and advice on what they should do to reach their income and influence goals. (Smart of them.) They commit to a path of action:
Writing a book. Mastering social media. Getting speaking gigs.
Learning the magic of facebook ads. Securing media attention.
REdoing their website. Developing an app.
All of these things are expensive to do and they’re also time consuming. AND JUST WHEN THEY ARE 1/2 TO 3/4THS OF THE WAY DONE with one of these actions, they’re convinced by another well-meaning guru that the REAL secret is some other path. And they switch gears.
Leaving the bridge they were building — to cross and eliminate the divide between THEMSELVES and their TARGET MARKET — only half complete.
Let me address the elephant in this blog post. For those of you well entrenched in info-marketing, today’s article MAY initially look like I’m copying / swiping material from a well known info-marketer. I assure you — and offer the following proof –that I am not. =) I have been using the analogy of building a BRIDGE between YOU and YOUR MARKET since 2008, and first blogged about it HERE in January of 2009. I’ve written dozens of articles about it since. Today’s article comes with a VERY inexpensive offer…. but it’s not for everyone.
First, let me state the obvious:
- Every business needs a bridge built — ideally multiple bridges built AND MAINTAINED — that literally and figuratively bridge the divide between us and our ideal clients.
- A bridge only half-way or three-quarters of the way built is not only dangerous, it’s disheartening. You see… let’s say we spend a lot of time, money and energy mastering social media. We hire a SM manager. We send them to a conference to learn the latest and the greatest. We invest in the latest tools. And we are very hopeful. We see our likes go up… our engagement increase… but our bottom line remains unchanged. (This is because the last 1/4 of a social media bridge is in CONVERSION… getting clients OFF of social media and into your office or onto your website, but most people claim “social media doesn’t work” before realizing this!)
Do you see the problem? Starting a bridge (also referred to as a marketing and sales sequence) is hard work. LOTS of hard work. Work you’re either DIY-ing, or work your hiring out. Either way, it’s costly… and you should DEMAND a return.
Here’s my offer / suggestion:
Look at the bridges YOU have 1/2 built in your own business. Which one do you think still has the MOST PROFIT POTENTIAL, yet needs to be completed, updated or maintained?
Is it your indoctrination process? Your book? Your follow up for your book? Your speaking series? Your next product launch? A new website rebuild or rewrite?
For me it doesn’t matter. PICK ONE.
Then realize that it is not about learning MORE about that process. It is about FINISHING WHAT YOU STARTED.
Finally, mark March 20th and 21st down in your calendar. Because THOSE are the dates of our next Working PJ Party. The cost is super inexpensive… the humungous home we’re working together in has stunning views… and you’ll have 2 days away from it all to IMPLEMENT what you know you should. Food provided. Room provided. Co-workers and co-conspirators, provided. Fun is a bonus… but mainly, you’ll leaving having completed that bridge you began.
Our working PJ parties are legendary. Honestly. If you’d like more information about this, email me ASAP as there are only 2 spots left. michelle –at — bmichellepippin (dot) com.
