Roger Abramson: Who Teaches The Best Marketing For Offline Clients? (Part III)

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A friend asked for my advice the other day:

“Who teaches the best marketing stuff for my offline business clients?”

Go here for Part I of my response…

Go here for Part II of my response…

Now here’s the final Part III…

Next there’s the emotional intelligence toolkit Tony Robbins gives you for wrenching around inside your own emotional intelligence. No cordless drill required.

EQ (like the IQ for your emotions) is the greatest predictor of success. So says Daniel Goleman, whose book jacket was an excellent read. Tony Robbins has a fantastic toolkit in “Awaken The Giant Within.” Pry it open, change it and condition it.

Why give mindset stuff to offline clients? Guess what? It’s not for your clients, dude.

You give it to the monkey who’s causing all your problems. Which one is it?

“So it’s my client’s staff?” No, no. Getting colder. Let’s go find out:

The reason referral programs don’t work. Why don’t they work? It’s because your brick-and-mortar client doesn’t ask for referrals. Correct. WHY don’t they ask for referrals? “It feels weird to ask for referrals.” AHA!
Mindset.

The reason Joe Polish’s 24-hour free recorded message doesn’t work? “But I hate the sound of my voice.”
Mindset.

The reason people don’t ravenously devour all sources of info on the face of the earth and apply and implement over and over until it works?
Mindset.

Why don’t ya ask that girl out on a date. “Because I’m married.”
Mindset. Marriage is just an excuse!

No. It’s because they’re scared. And single guys are afraid to ask a girl out because of their mindset. In the caveman days, or in a bar, asking a girl for so much as a cigarette lighter could theoretically get you killed in a barroom shoot-out.

Okay, it’s not ALL about mindset. Just 90%. Any “new” idea they’re not using is something they’ve already gotten into the habit of rejecting by now. The less money and success they’ve got, the better they are at making excuses that sound remarkably similar to “reasons.”

You got your troopers out there who plug away and slowly implement one thing after another, and you feel bad for them, and you want to help them, and in a moment of compassion it’s easy to forget that they’re essentially robot monkey zombies. Brain damaged. They need the informational equivalent of neuro-surgery, and quite possibly some electrodes.

[Disclaimer: Don’t try metaphors at home.]

Throw off the shackles and launch that rocket to Jupiter, baby. Or at least launch it to a conference in Vegas. Baby steps. As Madonna put it, “Get into the groove.”

Start building yourself a nice liquid-fueled rocket launchpad. Just in case you need to go to Jupiter at some point.

You need to deal with all these shackles, launchpads, rockets, locomotives. Then you can ask a girl out. Or you can ask for a referral. Or you can make an offer. Or you can hire the Night Rider. Or turn yourself into a super-achiever and run marathons on Jupiter.

Huh? What’s that? Jupiter’s all atmosphere? Okay. Fly a marathon on Jupiter. Super-gravity? Look, I don’t want excuses. Go figure out the details and strap me onto that rocket! We’re burning daylight!

How? Tony Stark built a miniature arc reactor out of spare parts in a cave. Elon Musk taught himself rocket science from a stack of books. Henry Ford made a $4,000 (inflation-adjusted) car his employees could buy, that got better gas mileage than today’s cars and cost less to repair than today’s cars.

Cities rise and fall around great men. Great men make results, not excuses.

What else? Your clients don’t know what they don’t know. That’s the other 10%. You can give them that part. After the monkey-brain surgery.

Here you are asking who has the exact kind of marketing materials that work best for your offline clients? That’s what you’re doing, isn’t it? Good.

The first sale you make is to yourself.

Because your clients are brick-and-mortar, not consultants. They’re not info-marketers. So it doesn’t count. And that means you have the perfect reason to sit around for another day until somebody gives you the perfect thing. Then you’ll need a new excuse. So let me help you make your next excuse:

Here’s the format for making an excuse:

“The things I have now aren’t good enough for the thing I want to do.”

See? Mindset.

This seems to be the format for the question you’ve asked.

Here is a different mindset. See if you can spot the difference:

“My clients can and must prove to me they’re super-achievers themselves before I’ll allow them to refer me any business. Because I don’t have a second to waste on someone who isn’t a super-achiever. There’s absolutely no point in working with anyone else at any price. I will now go tirelessly FIND some, no matter what it takes, even if I’m not ready, even if I have nothing I need to make it work.”

Now here’s what I LOVE about what you’re doing: Leveraging your time through other people’s expertise. Installing that in your frickin’ mortar clients.

That’s very Chet Holmes of you, man. How would I “Can And Clone” all the client training so they will qualify to purchase your services. That was the real question, wasn’t it?

Awesome. I like the direction you’re going, there. Werner Erhard had some programs that jostled loose a human being. Crack that egg open. Eben Pagan has a cerebral, home-study version of shoving people against the wall and making them turn into human beings.

You’ll never get as far as “Here’s the neat-o marketing tactic which works pretty good” if there’s still somehow any “reason” why not. Because your clients are making it too hard for you. I’m sorry they’re doing that. Dang it. Stupid. Consulting is too hard. They always take my stapler, and they tell me why Dan Kennedy’s thing won’t work for them.

If your clients are the problem, then I have to go and fix your clients. If YOU are the problem, then I gotta go fix you. But I can’t fix you. I can only fix me. So do you know who has to be fixed, and who has the awesome power to do it?