Q & A: Do you ever take apprentices… What's wrong with my marketing?
I want to answer some questions that have been sent in for my Ask Me, Baby videos. I’m out of the office so I don’t have the ability to make a video today, but this’ll still be good.
First question comes from Joanna Beresford: “Just found your site yesterday, wow, double awesome!! Do you ever take interns or apprentices?”
In a nutshell, no. The truth is, I don’t even take on many client projects simply because my personal publishing and consulting schedule is pretty full and quite lucrative, by design.
And besides, the few people who can afford to hire me, hire me because they want “me.” I’d never cheapen what I do by letting someone else do the work and then sort of “putting my finishing touches” on it. That’s just bad business ethics, and it’s not how I roll.
Taking on loads of client projects and having a team of “little Craigs” working on them, excites me about as much as a blistering hemorrhoid. On the surface (not to put a pun on words), this might look like it would make me more money, but it would actually cost me money.
The time it would take for me to manage all these projects, and all these copy cubs, is time I can otherwise be spending on my own projects. Not to mention, I don’t enjoy managing people — I like doing my own thing and that’s it.
The best thing I can advise you to do, if you’re interested in becoming an apprentice of mine, is to invest in my products, and do two things: One, watch what I do… and two, take the advice I’m giving in this material, and apply it to your own business. And three, watch your sales explode as a result.
The best “continuing education” you can get, comes straight into your mailbox once a month. It’s my Seductive Selling Newsletter, which is now read in 13 countries world-wide. And the best thing is, now you can test-drive it for free at http://www.kingofcopy.com/ssnl
This next question comes from Amanda Browning, from the UK. Very unusual for me to have two questions from women — 90% of my base is men. Maybe this is changing, who knows?
Anyway, here’s her question: I market 2 conferences a year using email marketing. The recession has made this difficult over the past few months. To make it worse, our lead speaker is speaking at (and endorsing!) a competitive event. How can my next marketing campaign fight back? Many thanks indeed for considering my question, Amanda
You’re welcome Amanda, but you’re not going to like my answer.
The truth is, in today’s day and age where your prospects have more things demanding more of their attention than ever before… if all you’re using to promote anything (especially a conference) is e-mail, than you’re very unlikely to consistently succeed, unless you have a specific list of literally several hundred thousand names.
The key to your success, and frankly anyone’s success when it comes to marketing, is first of all, making sure you’re talking to the right people.
And the right people, of course, are those people who are interested in listening to what you have to sell them, and who can afford to pay for it.
Second, you then have to show them why, above all the choices they have, they should be tickled pink to pick YOU. How are you different?
What are you offering that makes you better, and why should they accept and be THRILLED with the value proposition you’re making?
And lastly, why should they do anything about it, right now?
See, the reason why you probably aren’t going to like this answer is because when someone genuinely believes the answer to their question lies inside an e-mail they can send out, it’s like thinking the answer to your health lies solely in drinking 8 glasses of water a day.
Marketing, like life, has many moving parts. Those who can identify them and manage them, thrive. And those who can’t, will always struggle.
Not necessarily a pleasant thought, but there again, it’s a lot more pleasant than being broke, ain’t it?
Thanks for your question and hope this helps.
See, I told you that would be good.
Now go sell something, Craig
P.S. Only TWO days left to take advantage of this month’s issue, which includes NINE live marketing examples! Grab it now, and grab it here, for free: http://www.kingofcopy.com/ssnl
Got a difficult question? Just ask me, baby! http://www.kingofcopy.com/askmebaby
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