Unpredictable every time

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McDonald’s is the leading franchise in the world because of its consistency and predictability. You can be on the other side of the country or around the world and when you see the Golden Arches, you know exactly what the food will taste like. There might be an independent restaurant with better food next door, but most people will never know because they’ll choose McDonald’s. McDonald’s is the safe choice. It became that way through consistency, delivering a similar experience every time. McDonald’s spends millions of dollars a year taste testing individual restaurants to ensure the food tastes the same way in California as it does in New York as it does in England. All new suppliers are put through a rigorous process to ensure the products they produce conform to McDonald’s exacting specifications. That food is going to be consistent, something Burger King has never figured out. How do … Continued

Do THIS and Members will Get Better Results and Retain their Membership for Years Instead of Weeks

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  I was completely pinned against the back wall of the swimming pool, water gushing at my face, in my mouth, nose and eyes. I was never so happy to be out of a pool. This was my first time learning how to swim in one of those stationary pools. It’s a similar concept to walking on a treadmill except it’s a pool. There’s a flow of current coming from a large jet. Your goal is to swim against the current so you are able to get your “laps” in and never move. You can swim like it’s an Olympic size swimming pool in an 8’ X 10’ area. Only problem, this was my first time using one of these things. At first the current was too slow. Every time I tried to swim I’d swim faster than the current and start slapping the side of the pool right above … Continued

You look better from farther away

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During a Jump Start Coaching Call coaching call, a relatively new info-marketer wanted to know why he wasn’t generating any sales from his website. He asked me to review his site for him. While the opt-in page looked ordinary enough, he had five different training videos on his sales page. He wanted to prove he would over deliver, so he over delivered on the sales page. He gave his customers two hours of training for free before he asked them to buy anything. Trouble is, the old saying is true: Absence does make the heart grow fonder. Too much of something reduces its value. You must have water to survive. But too much water isn’t any better than too little. In fact, it can kill you! Same in relationships. When you are dating someone new, you want to spend time together to form an emotional bond. You must balance that, … Continued

Retention by becoming indispensable

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I first noticed it in my dad’s tire store. I worked there during summer vacations from high school, changing tires and doing oil changes. There were some guys in the shop who worked hard and got a lot done, and then there were others who smoked cigarettes more than they worked on cars. Because the hard workers were almost always prompt in the mornings and worked hard throughout the day, my dad gave them the most slack on the days they were late or the times they wanted to take their kids to the doctor’s office. The guys who didn’t work as hard got sent home or were trouble if they were just a couple minutes late one morning. I took this lesson to heart and applied it to all of my work. In my first professional job, I quickly decided I’d do the work of three or four people. … Continued

It’s all about future gain

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As selfish people, we are always thinking about what we want. We want our customers to complete surveys, to confirm their opt-ins and to upgrade their memberships. Our customers are selfish people, too. While they may like us and may be willing to do us a favor, they are much more interested in doing themselves a favor. Every time you need a favor from your customers, whether it’s completing a survey, RSVPing for an event or bringing in a completed form to facilitate your on-site event registration, you must always ask by telling them how the action will benefit them. The survey is so you can provide training suited to their tastes. They are RSVPing to ensure there is a seat reserved for them. And they are printing and keeping up with their forms to speed up their time in the registration line on site. The fact that each of … Continued

Reduce the frustration of your team

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Tammy was at her wit’s end. Not only was she trying to keep up with two jobs, but she also had to take care of two Labrador Retrievers. In 2006, shortly after starting the Information Marketing Association, Bill Glazer and I had an idea: Let’s provide training for info-marketers’ staff. Because info-marketers are preoccupied with marketing, maybe if we trained their staff we could make sure the info-marketers received the benefit from the training in business systems and finance without them having to participate in the training themselves. I arranged to attend a Dan Kennedy Platinum Mastermind meeting. Dan invited his Platinum members to bring staff members for a special day-long mastermind meeting that I led. Eighteen staff members from around the country attended the mastermind session. The attendees represented a wide range of business sizes. One info-marketer brought two staff members out of the 31 who run his operation. … Continued

Are you in the ‘popular’ crowd?

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I get frustrated when I hear about the social structure in high school. But then I realize it is the same everywhere else, if you let it. When my daughter, Samantha, was in high school, she had several classmates she had known for many years. They went to elementary and middle school together. But she doesn’t talk to them. Confused, I asked her why. She told me, “They are ‘populars,’ and I’m not. I hang out with the band.” Definitions can be interesting. According to high school social vernacular, “populars” doesn’t mean these students are well known or well liked; it means they are full of themselves. Samantha is looking for people who are more accepting of each other, and that’s the band kids. I don’t like this because I want everyone to like my daughter, and I want her to be the most popular kid in the school. More … Continued

Secret to getting unstuck

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My office is across the street from one of the best and biggest elementary schools in Tallahassee. It’s particularly convenient for the young moms working here to have their children in school across the street. For the rest of us, it’s a total pain. Each day for about 30 minutes in the morning and 30 minutes in the afternoon, there are hundreds of cars on our typically quiet two-lane road. Usually it’s not a problem for me. Most days I’m working at my desk at 3 p.m. when all the kiddies and their parents are braving traffic to get home from school. But then it happened. I ended up in traffic. Trying to leave my office early, I got on the road and got stuck in the school traffic jam. Cars were backed up, bumper to bumper, waiting for the children to get dismissed, come to the curb and load … Continued

The only real shortcut

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Your teachings have made a huge difference for me these past two years and I’m expecting some big gains this next year due to modeling my business after your pyramid. I’ll look forward to sharing the details with you sometime in near future. You don’t shortcut the shortcut. Hear people telling me they want to launch continuity programs or have other ideas how to do this. This is the fastest, most powerful route. Alex Jarrett www.TechnologyExecutivesClub.com   I’ve been blessed the last few weeks to have received messages like Alex’s from several long-time IMA members. I can’t tell you how happy it makes me to receive your notes. I can still remember the frustration and tears, on my knees in front of my desk, praying to God: “Whatever it takes, just show me what to do and I’ll work day and night to make it happen. I sincerely appreciate his … Continued

Dealing with “overwhelm”

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While my alarm is set for 5 a.m. each morning, I often wake by 4 a.m. Those are the trickiest mornings. As I lie there, trying to get back to sleep, I can make all kinds of side deals with myself. I’ll think, “I’ve been lying here 15 minutes, and now I’ve only got 45 minutes until it’s time to get up. Forty-five minutes isn’t worth falling asleep for; I’ll move my alarm to 5:15 a.m. to give myself a full hour.” Then when 5:15 a.m. comes, I’ll rationalize that because I had trouble sleeping, I may as well get up at 6 a.m. to make sure I’m not too sleepy later in the day. Then when 6 a.m. comes, I’ll talk myself into some other reason to stay in bed. That morning self-talk is a tricky thing. I have found it’s especially tricky when I allow myself to get … Continued