When I first started out in business, I had absolutely no clue what I was doing.
Like most business owners, I had a skill. Mine was doing audio production: radio commercials, industrial narrations and messages on hold for small businesses. "Thank you for calling Joe's pizza. Please stay on the line. Someone will be with you in a moment."
How's that for a skill?
While I was reasonably good at creating commercials and messages on hold, I was terrible at creating awareness of that fact among the people who actually needed the service.
As a result, my first business limped along and eventually fizzled out.
That failure made me realize the importance of not just being good at what I did, but the importance of being able to make people aware of it, so they could actually buy from me.
After that, I became a bit of a maniac when it came to the idea of sales and marketing.
I read literally hundreds of books (no exaggeration.) I listened to hundreds of audio programs. I watched tons of video. But more importantly, I implemented what I learned.
I put it to the test.
I determined that much of it was completely worthless, and quite a bit was actually harmful to my results and relationships.
But I also discovered that tiny bits, here and there, were incredibly valuable and incredibly effective.
I used what I learned, to create a successful business in the promotional products industry.
We specialized in helping public television stations increase the amount of money they could bring in during their pledge drives. As a result of that, we became well known in that niche and began to dominate our market. Pretty soon, nearly every public television station in the United States was buying from us.
Because of the awareness we created in our niche, I was able to build up that business, sell it for cash in 1997, and focus on my next venture: a science fiction mail order catalog business.
At the time, the leader in that market was doing about a million and a half dollars in annual sales. I thought, "wow, if we could do a million and a half dollars in sales of science fiction collectibles, that would be awesome."
Our first year did $300,000. Our second year we did $1.6 million. Our third year we did $2.7 million and our fourth year we did just under $4 million dollars in catalog sales, creating top of mind awareness and dominating our little niche market.
In 2001, I began helping small businesses -- primarily in the print and promotions industry -- to grow their sales and profits using the methods that had worked for me in my various businesses.
I created a series of training products and coaching programs, focusing on the biggest obstacles that were holding businesses back.
The clients who took action on my recommendations started to see results. Word spread, and I became recognized as a leader in the training market for small business owners and salespeople. Since 2001, I've conducted live sales and marketing training at nearly every major industry trade show.
Between our newsletters, podcasts, packaged & digital training programs and live events, we've now helped thousands of small business owners and salespeople to increase their sales and their profits.
Today, my focus is on helping business owners and salespeople (like you!) to achieve the one common denominator, the single focus point that helps every business differentiate itself from the competition and get the business before their competition does.
This is the biggest elephant in the room. It's the missing link:
The fact that most businesses fail to dominate, because they don't leap to mind when a purchase is actually being considered!
As a result, they never have a chance at the business.
So at this point you may wonder, "can I really begin to achieve top of mind awareness with my target market even if I'm operating on a limited budget?
I'm happy to answer that question with a resounding "yes!" And here's why...
By clearly identifying the markets and submarkets you want to target. You can begin to create awareness immediately with exactly the high value prospects most likely to buy from you.
But before we go any further, I'd like you to hear from some established Top Secrets clients who have previously implemented some of the recommendations from my previous training programs.