Archive for Dr. Jeffrey Lant

by Dr. Jeffrey Lant

I’ve taught marketing for more years than I care
to remember. The largest challenge is getting
students to know how marketing works.
What is it? Why do you need it? How do  you get
the largest return?

To resolution these questions, I came up with
a simple image that works wonders: YOUR
money is in THEIR pocket. Do you want it to
stay there… or do you want to get the funds
into YOUR pocket?

Bingo!

Light bulbs start going on  around the class
room as one student after another "gets it."

Of course they want to get their money out of
that pocket. We’re ALL clear on that. The
discussion then shifts to how to get it out…
and how to do it FAAAST!

The Pivotal Role Of The Offer

"Try this," I say to the class: walk up to someone
on the street and question them for $50. Will you
get it? Unlikely. Instead be prepared for dirty
looks and of poorer quality. "Asking," I say, "ain’t getting."
The students nod their heads knowingly. They’ve
been there… done that.

"Ok," I say. You guys get this. Then why don’t these
folks, at which I show them one marketing
communication after another (Yellow Pages ad,
brochure, preside over mail letter, etc.) where supposedly
savvy business people spent excellent money doing
nothing more than saying "Here we are, here’s
what we have."

"That," I say "is not marketing. It’s just telling…
not selling." If you want to make MONEY… YOU
must motivate people to part with the bucks.

Offers Get People To Go

What gets people to buy is offers, offers, and
more offers… saying, in effect, I’m prepared
to give you

* this

* and this

* and this

IF and ONLY IF you take action now to
get what I’m selling.

"What," I question the class, "is more likely to get
you to respond: just saying here I am, here’s what
I do." OR saying

"I’ll give you one hour free for every three hours
of my benefit you book."

All knowing, the students say "people will act quicker
if you give them MORE." Now it’s my turn to nod
sagely. "Bingo," sez I.

Brain storm offers all the time… because you will
need an offer EVERY day you want to empty
prospects’ pockets and go that money

I question the students what days they want to profit
in their businesses. They look quizzical: "Well,
EVERY day," they say.

Another "Bingo" from me.

"So, if you want to make money EVERY day…
then when do you need to make offers?"

ANOTHER "Aha!" moment for my budding
marketing masters. The thought is beginning to
sink in that EVERY day you want to go money
from your prospects’ pockets is a day you must
make offers.

"Make offers," I say, "every day you want to
make money." And I write "Money means daily
offers" on the chalk board.

Open A "Swipe File"

Where can you find marketing acumen, fantastic
offers that produce the bucks? In the marketing
communications of people who live or die by marketing.
And where do you find these? Everywhere!

If you want to go money from other people’s
pockets into yours, start collecting and studying
marketing communications. Open a "swipe file,"
and pop in marketing communications that work.
Make this a daily endeavor. When you see ads
that work for others, adapt the copy for your
profitable use.

Don’t Stop!

Marketing is like breathing. Stop doing it and
you die. End any day by selecting the offer
you’ll use tomorrow. Start each day by reviewing
how well yesterday’s offer pulled. Note these
results for future reference; winning ads should
be repeated; ads that wilted must die.

One more thing: see marketing as a fantastic game,
a game that takes everything you’ve got. Embrace it!
Delight in it! If you don’t, your money will stay in THEIR
pocket and that’s just not acceptable!

About The Author

Harvard-educated Dr. Jeffrey Lant is CEO of
Worldprofit, Inc., www.worldprofit.com where
small and home-based businesses learn how to
profit online. Attend Dr. Lant’s live webcast
TODAY and receive 50,000 free guaranteed
visitors to the website of your choice! For details
on Dr. Lant’s 18 best-selling business books,
go to www.jeffreylant.com

by Dr. Jeffrey Lant

Have you been the recipient of unwelcome or even
scurrilous printed comment and criticism? Face it. It’s a very
irritating thing. You’re human. It hurts. Visions of legal
recourse, even mafia-style revenge, dance in  your head.
You have been hurt. They’ll be hell to pay.

WHOA!

Before rushing ahead, intermission and deliberate the case of
Harriet Wilson and the celebrated Duke of Wellington,
victor of Waterloo.

Harriet Wilson (1786-1845) was a Regency courtesan. She was
gorgeous and knew how to use her charms to maximum advantage.
The Prince Regent (later King George IV) headed an A-list
of beguiled English gentlemen, including four future prime
ministers. The Duke of Wellington appeared prominently
on this  list.

Alas! Even the most dazzling get ancient… and charms which
were over powering diminish.So it happened with Harriet
Wilson. Harriet, but,  understood that "kiss and tell" had
its advantages. So, enterprising woman that she was, she
hired a ghost writer and started to spin tales of the gentlemen
she had known, such tales to be included in memoirs which
remain in photograph to this day.

As the chapters were finished, Harriet, ever resourceful,
sent them not just to her publisher but to the gentlemen featured therein.
Included, nearly as an afterthought, was a number in pounds sterling. In
other words, Harriet’s price for NOT publishing and embarrassing
the gentleman and his (sure-to-be-shocked) family.

When the Iron Duke received his chapter and "request", he,
a man of sterner disposition than most, penned a line which
place Harriet in her place: "Publish, and be damned!" She did…
and no doubt she was!

How you should handle unwelcome comments and criticism

1) "By no means complain, by no means clarify."

The human animal is regularly an unthinking animal. People have
always said the unwise, made hurtful comments without proof,
thought the worst and published it. Nothing new under the sun
here. Then enter e-mail and the Internet. Now the nasty, the
haters, the merely gossipy and talkative have the means to
run amuck.

Should you find yourself the object of hurtful comments and
criticism, on line or off, count to 10 and cool off. The worst
time to do anything is when you’re hurt and mad. Here Henry
Ford II can help with his well-known comment listed above.
Edward VII’s well-known lines can also sooth, lines he prominently
posted in a mistress’ boudoir: "They say. What  say they. Let
them say."

2) Have you really been hurt, or just your pride hurt?

The truth is, while people generally are quite prepared to
judge the worst about any one (Mother Theresa herself was
not immune), their interest in you and whatever they’ve read
that you’ve done is brief and generally unimportant. They have,
after all, larger fish to fry: the details of their own enchanting
lives. Beyond this, so much negative information pours forth
daily, that even the most assiduous just unadorned place of protection’t got the
time to mull over the nastiness to which you’ve been subjected.

Thus, question yourself: has the comment, no matter how negative,
in fact hurt you, or has it just hurt your pride? Have you
been the victim of uncorroborated comments and criticism (which
mean small or nothing), or are the allegations so stated and
presented to hurt you?

On the Internet, for instance, negative comments are common
place. That’s terrible. The excellent news, but, for those criticized
is that such comments are usually indistinctive and unproven, consequently
toothless.

Such being the case, NO response is appropriate. Let the comment
or criticism die a natural death without increasing the number of
people knowing about it by responding with even a single word.
This is hard advice to follow since it leaves the fake accuser
unscathed…. but it is nonetheless what you should do: absolutely
nothing.

3) You have been materially hurt

Ok, so more than your ego has been hurt. You feel you need
to take action.

By all means schedule an appointment with your lawyer. What
agony want to know specifically is how you’ve been hurt, what
the dollar amount of this hurt may be, and whether the
defendant has assets.

The lawyer (and be quite clear that  your lawyer is right
for the job) will be hard-headed and preside over, focusing the
discussion not just on chances of winning… but the financial situation
of the attacker. Unadorned and simple: can he pay for the harm
inflicted?

The truth is, many of those posting nasty-grams online
are judgement proof. In unadorned language they are dirt poor
and thereby immune from action. Professional haters and
dirt dishers, they know this, and it provides one of the few sources
of happiness in their shabby lives.

If the lawyer comes to the conclusion that  you are better
off to smile and bear it, no matter how hurtful the comments,
accept this advice. It’s to your subsidy.

4) Console yourself by considering the company you
now keep

EVERY fantastic figure of history has been subject to  hurtful
comment and nasty criticism: Jesus, Joan of Arc, Martin Luther King,
Winston Churchill, Abraham Lincoln… they have all been
hammered by the haters, the mental defectives, the small,
the insignificant, the merely crude and vulgar. Now you are
among their exalted number. You are among the saints
who will go marching in!

Remember this: whatever hurtful people may say or publish about
you today, you can disprove merely by continuing to be the excellent
person you are. "This, too, shall  pass."  The Duke of Wellington’s
reputation, for one, was not tainted by Harriet Wilson’s attempt
to black mail… but that attempt has permanently tainted Ms.
Wilson and made it clear to all the world what kind of person
she was.

Now adhere to the ancient Irish saying, "Living well is the best revenge"
and delight in yourself while your attackers writhe because you have
seen the value of ignoring them absolutely and enjoying yourself
instead! Viva!

About The Author

Harvard-educated Dr. Jeffrey Lant is CEO of
Worldprofit, Inc., www.worldprofit.com where
small and home-based businesses learn how to
profit online. Attend Dr. Lant’s live webcast
TODAY and receive 50,000 free guaranteed
visitors to the website of your choice! For details
on Dr. Lant’s 18 best-selling business books,
go to www.jeffreylant.com