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   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”


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

“Great content” isn’t enough

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This has the power to transform everything you do in 2014. Imagine a magic wand that can make all the work you currently do more effective at generating customers and profit. This wasn’t as important years ago when the economy was good. Today, there are far more distractions, and consumers are a lot more discerning about where to spend their money. Last week I told you about the Northwestern University Media Management Center study that revealed people are not reading newspapers, magazines and blog sites for news; they are there for a “time-out” experience. Here are the reasons for reading that researchers heard from consumers and the real basis of whether a consumer liked a particular newspaper, blog or magazine: “It takes my mind off other things that are going on.” “It’s an escape.” “I like to go to this site when I am eating or taking a break.” “It … Continued

What Your Customers Really Want

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Here are the two possible ways your marketing message will be greeted by your customer: Disengagement; examples are cynicism, not for me, overload, annoying, sameness Engagement; examples are connection, inspiration, reinforces what I believe, trust and credibility, makes me smarter The examples above are a few of the thousands articulated by consumers in a recent Northwestern University Media Management Center study. I know, I know, academic studies are often out of touch and don’t relate to the real world, but this is going to answer a lot of questions for you. Right now the research is in its early stages, but this will be the subject of the next BIG business phenomenon like Tom Peters’ In Search of Excellence or Jim Collins’ Good to Great. Read on and you’ll get the use of this information years ahead of everyone else. The study sought to determine why consumers were moving from … Continued