Other that thier own personal Fort Knox, Bill Gates and Oprah both
have an insatiable desire to learn. Did you know that every year
Bill Gates goes away for a week with a suitcase full of books
just to read. If Bill can find time to do it so can you.
Oprah is famous for her "book of the month club." Do you have a
reading list and if so what is on it? If you want your business
to succeed, let me recommend a few books that you should consider
having on your reading list.
"Getting Everything You Can Out of All You Got" – Jay Abraham
"The Ultimate Marketing Plan" – Dan Kennedy
"An Entrepreneurs Guide to Commonsense Marketing" – Brad Antin
"Positioning: The Battle for Your Mind" – Al Reis
"The 22 Immutable Laws of Marketing" – Jack Trout, Al Reis
'Nobody to Somebody in 63 Days or Less - The Ultimate Guide to
Business Networking and Word of Mouth Advertising' - Joe Ilvento
"Influence: The Psychology of Persuasion" – Robert Cialdini
"How to Market a Product for Under $500" – Jeffrey Dobkin
This list is only a start, but it will give you a good solid
education about the fundamentals of direct response marketing.
Note: Al Reis and Jack Trout are not direct response marketers, but
marketing strategists. Robert Cialdini is a pschologist. You won't
learn any brass knuckle how-to's from them but they are the masters
of the marketing and your library would be incomplete without their
writings.
One of the worst mistakes you can make as a small business owner
is to be fooled into thinking that you are in the business of producing
and delivering products and services. Wrong! You're in the business
of *marketing* products and services. The faster you realize this,
the faster the cash will flow.
I've always said, good marketing can make up for a bundle of
operational sins (just ask Microsoft). Marketing IS your business, not
just part of it. Become an expert in direct response marketing by
investing heavily in your own education. Reevaluate how you are
managing your business by asking yourself some of the questions that
I've mentioned.
What I've shared with you may require a new paradigm shift. But if
you want to not only survive, but also be a super-success, you must
make the shift.
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