How to Market Your Way to Business Success - T. Harv Eker

I said this to my son, and he's doing pretty well. And I've said this to thousands and thousands and thousands and thousands of people. And whoever takes this advice generally does pretty well. Backstory is I was young buck, probably 21, 22, 23. I got involved in, you know, whatever job I could get. Right. You know, you get. Anything I could do, whether it's vacuums or door to door this or anything that I could try to make a few dollars to pay some rent with. And one of those things was telemarketing. Anybody ever, ever, ever been on the phone trying to sell things to people that they don't want and they don't want to talk to you? Anybody ever, ever tried that? Yes. Yes or no? I'm trying to look for here. Yeah, Amin says, yeah, a lot of us have tried that because it's like it was the only job available, right? So tried that. Was not doing so good at it. Didn't. Didn't like that whole scene. A friend of mine was in Philadelphia. He was from Toronto originally, my best friend. And he was doing the same thing I was doing, and he was killing it. And he was also selling the same product that I was selling, which is stationary, to companies, you know, pens, paper, ink cartridges, you know, blah, blah, blah, blah, staplers, all that stuff. And I was making, like, maybe $200 a week, and he was making close to $2,000 a week, literally 21 years old, and going like, how that's impossible. How could that be? He asked me to come down and visit. I went down, I visited, and I noticed something very, very different about the two companies that were involved here. My company I was working with and his. And the biggest difference was, number one, I was using a telephone book to call people. It was called the Yellow Pages at the time, just had the listings of all the businesses in the city. He was using cue cards that had the name of the person, the name of the company, the name of the person that did the buying, and actually even what they had purchased before in this arena, right? And believe it or not, some of them even had the yellow ones, even had a little bit about the person. They have two kids named Joe and Sally, blah, blah. It was, what, like, how did you get this right? And the second thing that was different was the script. Like the, you know, the script, like, you know, the scripting here with what you said, radically different. And the product was identical. And so here, this. My friend Harold, he said, listen, it's, it's. It's all about this. And I'll tell you the word after. And he said, I want you to, you know, try it out. Take, take five of my names, use the script and see how you do. Now in five names, normally I might, I probably wouldn't get any sales. Like it would probably take 30 or 40 names to get a single sale. And there might be for like really a 15 or $20 commission. I got four sales out of the five names with this script and these cards. And it was triple the commission, literally. He wasn't giving me the money, but I probably would have made somewhere about $250 on those four sales. And it took literally half an hour. I was like, what have I been missing here? And he showed me this and I recognized it and I said, you know what? It's all about marketing. It's all about. That script was freaking phenomenal. It was emotional. It hit the points properly. It was the right order. It had the great close. It had a second close on how to make a million dollars in 10 seconds. Put your email on here and da, da, da. Okay, so now you know, you got this, now you got the email. That person is interested in making a lot of money. But okay, it's called a two step, understand? So with this two step of getting the information of qualified people, see, I was selling to non qualified people. None of them ever asked to make these stupid phone calls. When the changes should change at any time, we'll just send it to everybody. The guy who owned this was making a killing. The guy who owned my company in Toronto was hardly making anything either because he was a shitty marketer. But none of us knew that because he didn't know what good marketing was. So I would say, as I said to my son, he said, stationary at 90% off, six days only. Well, people go, oh, how do I do that? Yeah, call 1-800-leave your name in that, we'll get back with you. And they did. Not everybody did. Not that many people did. But the people that did were ready to what, buy if you gave them the right situation. And they could get 90% off if they registered for a subscription wherever you, how much do you use? Yada yada, we'll just send it to you, say, keep it, keep it easy, you're not gonna make these stupid phone calls. Want to change it, change it anytime. We'll just send it to everybody. The guy who owned this was making a killing. The guy who owned my company in, in Toronto was hardly making anything either because he was a shitty marketer. But none of us knew that because he didn't know what good marketing was. So I would say, as I said to my son, he said, jesse came to me before, basically before he went to college and literally first year. And he said, dad, you know, I have so many different interests, I'm not sure what to get involved in. Blah, blah. And the words I said is, Jesse, you gotta do what you love. It's totally up to you. And all I can tell you is, what helped me is very simple, is if you become a fantastic marketer, you will be successful in any arena that you choose. And if you are a shitty marketer, you will have a hard time in every arena that you choose. So it's not about the vehicle, it's about your knowledge in a specific area. Become a great marketer. I think it'll really be able to allow you to spread your wings and kind of choose any field that you want. Because great marketers are always, always, always in need. Why is that? Why is that? It's simple. Because nothing happens until a sale is made. No money is transferred. You see, business is the transfer of money. This person's money for this person's money. Here, give them the money here, give them the product or service. See that? That's the business. Money has to be transferred. For that to happen, there has to be a sale. For a sale to happen, there has to be marketing before the sale. See, that's how people get exposed to you and know that you even exist. So they can maybe do some business do, do, do, do, do with you. It's very simple. Get great at marketing and you will have the secret to success. And by the way, when one of the reveals said, well, how did you do so well? You know, training well, you have to get great at whatever product or service you've got. You know, that's got to be number one as well. But I would make no money if I didn't offer things at the end of my talk, would I? You know, at the end of all of my webinars, what do I do? I offer a program. When I was doing live, I offered during three days. I offered five different times I made an offer. So how did I get so rich because of those offers? Hello. It's not just from teaching. Teaching is great. But I'll tell you what, I could be the best teacher in the world. And some people say that the courses and the programs are the best in the world. And I appreciate that. And I attempt to do that. We attempt to do that, make them the best in the world, which is what we tell you to do, be the best in the world, what you do. But I guarantee at the end of each one of any one of those programs, if there was a thousand people in the room and there was another program, it says part two of XYZ program. And there's a registration form if you're interested. Ten people might sign up. Ten people. Don't ask me why. It's psychology. They won't. But if I make a full on offer and I spend 20 minutes on that offer and I give people a rock and sock em opportunity and deal and use the right copy and you know, I write them out fully, I write those offers out fully, word for word for word. It's like copyright is the same as writing an ad out the same thing or a sales letter. I write them out fully and we work on those. I work on those as long as I work on the. On the actual course. That's right. Why? Because that's where the money is for me and everybody else. So for the company to be successful, we have to sell other programs. If that's what the. That's what we do. And to do that you've got to have very, very, very strong marketing. Jesse spends probably 80% of his time. He's the market general manager. He's also the marketing director. And I spend 80% of my time working with him and editing and revising the copy of what we're putting out there. Why? Because that's the marketing. And if you're not good at that, forget about it. As they would say in New York, you're gonna be broke. Everyone understand, right? So how do you get good at marketing? Well, it should not be that hard, okay? Because there's a lot of information out there about marketing. We have some extremely strong marketing programs. We have a free webinar. It's called, I think it's called the $500 million secret. Is that a good name? The 500 million dollar secret webinar is all about marketing and teaches you about marketing. And guess what's going to happen at the end of the webinar? An offer, of course. Here's the program. How do we market it? Let's give people a great taste of the program and if they like and we'll give it to them for free. And if they like that, they might want more. So let's give them value, value, value. They're going to say, this is the best material I've ever heard in my life. I would like to learn more and get some more advanced stuff. Hey, I'll spend a couple of hundred bucks with you. Great. And if they say no, no, no big deal, on to the next one. It's okay, right? Don't freak out about it. At a discount time. Limited offer. That's part of the marketing template that we teach. You've got to have a limiter. If you just make it over into. Hey, by the way, if you want this program or product you can buy anytime, you know, anytime you feel like it. Just go ahead online. And the offer stats, you know how many offer, you know how many sales you're going to make.0000. What we mostly do in our offers. And you should go on $500 million secret. You'll learn about that. But what we move on our offers is we teach. I teach just as much during the offer as I do during the webinar or during the, during the seminar. I teach, I teach, I teach, I teach. And then I say, basically I say, so this is who it's for. This is what it's about. This is why I wrote it. This is who it's for during this position or that position. If you want to learn this and this. And here's what you're going to learn in the program. 1, 2, 3, 4, 5, 6, 7, 8, 9, 10. If you're interested in that, we have a special offer. If you're going to do it in the next seven days, want to take advantage of it, do it. If you don't, don't do it. And then people do it or don't in the end and say for those of you who didn't decide to do it, you know, there's a good chance you're probably going to continue to be where you want, where you are right now. You do want to make a change in that you might want to reconsider. That's it. I just did your whole big schmucking deal in 30 seconds. You gotta go with number one, what suits you, what feels good for you. And number two, what's your brand? Like, who are you? What do you want to. What do you want to project? Are you a heavy hitter? Are you just a spiritual? Are you emotional? Are you helping people with their relationships? Like what? What are you? What's your brand? And that's the kind of communic marketing is nothing more than communication. It's just so what do you want to communicate and how do you want to communicate it? What energy and vibe do you want to give up and get that? That's all. Don't make it more than it is. It's just talking, writing, communication. It.