April 1

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As I think I’ve said before, the best thing about the Internet is also the worst thing about the Internet.

Very Zen. Can you hear the sound of one modem handshaking?

Here’s what I mean…

As far as we business-owners are concerned, the best thing about the Internet is we now have pretty much unfettered access to a market comprising billions of human beings, any one of which can buy from us from the comfort of his or her armchair.

Even local businesses can benefit from this if they’re selling a product or service they can deliver remotely (my accountant is miles away up-country, and I buy all kinds of shit from all over the world).

And yet, ironically, as far as we business-owners are concerned, the worst thing about the Internet is we now have pretty much unfettered access to a market comprising billions of human beings, any one of which can buy from us from the comfort of his or her armchair.

“WTF, EBG?”, I hear you ask.

It’s like this: the very same technology making it easy for us to sell also makes it easy for our competitors to sell, too.

That’s bad enough, but the real problem is it also makes it easy for buyers to compare prices, shop around, and buy from whomever they please. And with giant online stores like Amazon and Ebay it’s all laid out in front of you so the effort is absolutely minimal.

And what happens next?

Everyone competes on price.

It’s understandable because even though people are not naturally price-buyers, they become such if you don’t give them a reason not to be.

And the problem with sites like Amazon is it’s almost impossible to differentiate yourself in any other way because of the constraints of the site and your agreement with Amazon. 

And the same’s true of all the online shopping platforms.

Things don’t get much better even if you have your own website and go down the traditional path of online-advertising with the likes of Google and Facebook (both of these behemoths will shitcan your advertising campaigns if anything on your site displeases them, whether it’s directly linked to your advertising efforts or not. 

And when they do, they won’t tell you why they’ve shitcanned you, so it’s a game of “poke and hope” until you get it right. 

This is one reason I you should be diligent in working your offline channels as hard as your online ones. Don’t say I didn’t warn you when they pull the plug without warning.

On top of this, rapid advances in technology mean it’s getting easier and easier to manufacture almost anything almost anywhere. Mark my words, 3D printing will revolutionise human existence (assuming we don’t drive ourselves to extinction, first).

The upshot of all this is there’s a constant pressure towards commoditisation which in turn drives prices down. Even service industries aren’t safe from this, because AI robots will soon be taking over from live humans in a number of roles — don’t expect that to stop with vacuum-cleaners, burger-production, and high-tech sex-dolls.

And the only defence I’m aware of?

Premier Positioning.

It’s not just about being the “top dog” in your market, although that’s part of it.

It’s also about bringing something to the market no one can steal or duplicate, something unique to you.

Your personality, in other words. It's about the only unique thing you have.

And so the most important ingredient in your marketing...

... is...

... yourself.

There’s no doubt about this and it’s not even up for debate (if you have evidence to the contrary, then I’d love to see it and will happily change my mind if it’s kosher, but you having an “opinion” about it is irrelevant).

The bottom line is the more you share of yourself the more money you’ll make. Because by doing this, you’ll attract a hard-core group of fans, a “tribe” if you like.

Exactly how do you put your personality into your marketing?

Aha. Now that would be telling.

And tell you I shall... on one condition: you join us for Ground Zero, where I'll be poking a sharp stick deep into the vitals of both Premium Pricing and Premier Positioning.

Look, I'm well aware you'd probably rather spend your time and money learning about the latest fads, fashions, and crazes in Social Meedja Marketing, but they're just (perilously vulnerable) tactics in the battle for business.

What we’re gonna be sharing with you at Ground Zero is both principles and strategies — timeless, powerful, and a powerful inoculation against the scourge of commoditisation.

Click here for Ground Zero details

And even if you don't want to take it from me... just take a look at what Dan Kennedy does. I've modelled my business on Dan's and spent a long time around him (including a day's consulting with him in November 2016 and co-hosting an event with him in Cleveland a few months later). 

Nothing I do is accidental, coincidental, or random. I'm turning my back on the "popular" shit for a damned good reason, even though I could make a shitload of money selling you crap showing you how to do it.

This is rational self-interest on my part, too. I don't have an altruistic bone in my body. I want you to join me for Ground Zero so you then realise how fucking awesome this shit is and then want more from me and Connor (I hope that's refreshingly honest). 

Click here for Ground Zero details

Witheringly,

P.S. One of the reasons I’m so candid with you and share with you the intimate details of my anxiety and ASD, is it's good for business.

It's polarises my audience and draws people even closer to me.

Cynical?

Not a bit of it.

I'm practising what I preach.

I walk my talk.

Clue: that's powerful positioning, too, Bubba.

Whatever: for more about Ground Zero, click the link.

Click here for Ground Zero details


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