The central resource for creating wealth is to know how to value and position your Intellectual Property. In other words, how to turn a $27 failing product into a $27,000 asset.
As an entrepreneur, it’s easy to get caught up in the action and drama of your day. You have clients to assist, marketing to do, books to balance, and all the other tasks which come with running a busy and growing small business.
While I definitely understand the pull of what’s urgent (I sometimes get pulled in by it too!), I also try to remind myself about where great businesses focus.
I was reviewing a sales letter for a client the other day and noticed that she had made several marketing mistakes.
Since I try to take my real life coaching experiences with clients and turn them into teachable moments for each of you, let me tell you what was wrong with her sales letter- as a reminder for how you can improve your marketing.
I was working with one of my clients a few days ago around the process of refining his UPP- which is the unique promise and positioning he would make to his ideal clients. The thing about the UPP is that it isn’t something you can just think of in a few minutes and then go on to something else.
Your UPP needs a lot of thinking ahead of time, and will be refined as you test it out in the marketplace.
When I first started building my company, I started probably much the same way most of you did- with motivational CDs and inspiring stories.
While these fed my spirit and my mind, they didn’t necessarily do a lot to build my business directly.
While I definitely think that the right mindset is crucial, so is being willing to do the difficult jobs- and that’s usually sales and marketing.
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