This particular secret isn’t necessarily an individual secret. It’s more of a compilation of a bunch of secrets. The secrets of the real top producing businesses.
Now, over the years, I’ve trained over 13,000 business owners and professionals. And I’ve seen things that have left me to believe that there are characteristics that the top businesses share that the bottom businesses don’t.
Now, you’ve learned from this program dozens and dozens of ways to get customers/clients/patients. With all of that said however, the things the top 1% of the businesses do fall to very similar patterns.
For me, they prove that even with all the knowledge and technical skills that we help people attain, that without these other characteristics, they won’t get to the success they truly deserve or feel they deserve.
So let’s go through these characteristics and discuss why they’re important so that you can start building a road map for yourself, so you can start using modelling and implementing these characteristics even if you don’t possess them already.
I would like to point out that all of these characteristics are learned behaviours. They are not innate.
Every one of these things can be learned by anybody regardless of where you are right now and regardless of what you’ve done in the past. All it takes is a change of your thinking and an awareness of what you need to do.
This chapter will provide you the awareness of what you do, but the change of thinking will be up to you.
Okay, the first characteristic that separates the top 1% from the rest is:
It will always show little results for all that work.
See, the real top businesses know that they have to do the second secret, which is:
They know that marketing is the most important knowledge they will ever attain. And they spend continuous never-ending amounts of their time studying and becoming an expert at marketing.
I can’t stress this point far enough! I know one business associate who has a personal assistant who does nothing but take care of all her personal things, such as paying her bills, getting her groceries, dropping the dog off at the vet, picking up the kids after school and so forth. This person realises that all those things don’t produce a cent in revenue and it’s worth it for her to have this personal assistant do all that work.
A lot of people say “Well, I can’t afford to hire somebody right now.” I don’t buy that! You cannot afford not to hire somebody to help you with doing the work that doesn’t make you any money.
See, we hear from so many people over and over again, “Well, this doesn’t work for me, or this isn’t suited for my area, or my customers/clients/patients are different, or the market’s bad, or the market’s too good, or it’s a weak economy, or interest rates up, down or fluctuating”, or whatever. Any one of eight million excuses.
Listen, the top businesses know that you can’t pay bills with excuses, you can only pay bills with money. And the only way you can get money is by selling products and services! End of story.
The top businesses know that if they test things slowly and cheaply, they’ll find which things work the best.
They don’t get upset when they run a test that doesn’t work because they know it’s one more thing that they won’t be doing again. They look at every test that doesn’t work as a positive experience.
And 99% of the people who don’t make big money look at a negative test as a negative experience.
It’s all a matter of how you look at it.
The top businesses are willing to invest small amounts of money and know that they won’t do anything big until they’ve tested it.
But they also know that sometimes they’ll do something that will work a while and then it will stop working. Do they get upset? No. They just go out and try other things. They diversify their marketing so they don’t get stuck with just one thing.
See, making money in any business is a matter of taking action, diversifying, testing, and never accepting excuses.
Always looking for new things, new ideas, new ways to improve and contrast what you’re currently doing to other things and always taking the effort to learn more, study and keep trying and keep doing things.
The 99% will find that making excuses makes them feel better and gives them a good rationalisation why it didn’t work for them, but it still doesn’t put any money in your pocket.
You have to have an open mind to accept and implement new ideas. Just because something isn’t traditional doesn’t mean that you can’t do it. Just because other people in your industry aren’t doing something, doesn’t mean that it’s bad or illegal.
What it means is that breaking new ground, testing new ideas, and continuing to work and study and learn and implement is the only way to be successful. I’ve never known any other way to do it myself.
You can work very smart, make a lot of money and enjoy what you’re doing.
Working hard isn’t the key, working smart is the key, and working smart is doing things that you know work that follow human nature, and when you find things that don’t work from the beginning, you discard them or things that do work eventually change, you discard those and move on to new things as well.
Life is a constantly changing moving parade. The only thing we can be certain of is that we can’t be certain of anything.
By being a well-diversified, well learned self-taught marketing expert, willing to diversify, test and implement, you yourself will become top in the top 1% as well.
Now, there may be other things that the top businesses do that I didn’t mention here. I just wanted to highlight the ones that I think are the most important and the most common of all the people that we see that are making the big money.
As I said earlier, any one of these things can be implemented and studied and learned. All it takes is the willingness to make the switch and to quit making excuses and start making money.
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