Church of the Invisible Hand
Why You Should Never Build Your Business on Rented Land
Imagine finding that perfect spot to build your business.
The location is perfect. The traffic outside matches your target market. The feng shui inside the building is harmonious. All this, and it's within walking distance of where you live.
The building is vacant and looking for a renter. The price is cheap. You'd be a fool to pass it by. So you call up the property manager, head over to their office, and sign the lease.
You set up shop, and just like you thought, everything works out splendidly. You have a steady flow of customers. Business is doing great. Profits are through the roof.
After the first year, the property manager raises the rent. But that's ok. The spot is perfect and you can handle the costs, as sales continue to climb.
You hold events. You run ads to drive traffic. Your little shop is now one of the hottest spots in town. Everything is going your way. And then it happens...
You show up to open one day, and there's a notice on the door.
It's from the property manager, and they want you to call them, right away. The tone of the notice doesn't sound good.
After a few minutes on the phone, you get the bad news. After all your hard work, you're being evicted from the building. You transformed it into a high value property, and now you're being asked to leave.
And it's not because you did anything wrong. It's because you did everything right.
You soon learn that a big box competitor has taken interest in your location. They saw how much business you were doing there, and they wanted in on that action. So, unbeknownst to you, they bought the property out from underneath you.
They plan to open their own business in your same spot, catering to the same customers, and you have to go. All your hard work, down the drain. And all because you built your business on someone else's property.
This is what it's like when you build a giant fan base on facebook. Then they go and change the algorithm, causing your post reach to plummet.
This is what it's like when you use google ads to drive all your traffic, and then your adwords account gets shut down.
This is what happens when you build your business on rented land.
That's why I insist on building an email list. Your email list is the only traffic source that you actually own. It's the only asset that can't be taken away, censored, or hidden by an algorithm change.
That doesn't mean you shouldn't be using tools like facebook pages and google ads. But if you're not also building up your own email list, you're leaving the future of your business in someone else's hands. That's not smart.
I don't want to see something like this happen to you. But I get that building your own email list might seem like a daunting task. So, to help you out, I've put together a free mini-course on how I build up my email lists.
It covers all the basics, as well as some more advanced techniques. So, no matter where you're at, you'll get some priceless tips on how to grow your email list, today.
Click Here to sign up for your free course
Written by Nathan Fraser. High Priest of Propaganda, Church of the Invisible Hand. Marketing Director for Podcast Blastoff, LLC.
How a Magnet Can Help Your Message
So, I always hear about the importance of attracting the right kind of clients and customers. Attraction marketing, I think they call it. Make sure your brand and message is attracting the right type of people.
All sound advice, I'm sure. But there is another side.
Something I have infrequently heard referred to as "Repulsion Marketing."
It's part of something called The Magnet Effect, and it works like this.
Every magnet has two sides. A positive force and a negative force. One side attracts. The other pushes away. But one can only exist with the other. It's inescapable.
So here's what that means to you. It means that if you're only focused on who you want to attract, you're not doing your job. A magnet that doesn't repulse, can't attract. It's a universal law, and it applies to everything you do.
Once you get this basic principle, everything gets a whole lot easier.
Look at the greatest pop stars. Their fan base is never lukewarm, and there detractors are never indifferent. For the most successful entertainers, you either love them or hate them. There's rarely an in-between.
Same thing with talk show pundits and politicians. The more radically they push away one demographic, the more feverish their own fan-base becomes. If you try to please everyone, you end up pleasing no one. So don't try to please everyone.
Understand the Magnet Effect. Accept that there must be balance in the universe. And use it to your advantage.
You can't have success without also having haters. So take an active role in controlling who your haters are. That will give you more ability to attract the people you actually want to serve.
A Simple Marketing Trick Discovered in the Animal Kingdom
Do you watch the Walking Dead?
It's one of my guilty pleasures.
I've been reading the comic since issue one. And as much as I talk down on mindless television, I still veg out on Sunday nights to the exploits of Rick and the gang.
So, last night, my roommate and I were glued to the tube. Rick and Michonne are sneaking through hordes of zombies, and I'm at the edge of my seat. When suddenly, out of nowhere, my roommate's dog jumps up on the couch and plants herself right in-between me and the tv.
You see, she’d decided she wanted to be petted. Apparently, we weren't paying enough attention to her. So, she got right in front of what I was paying attention to, and made herself the center of my world.
See, she knew that to get what she wanted from me, she first had to get my attention. So to get that, her best bet was to figure out where my attention already was, and jump out in front of it. Needless to say, she got what she wanted.
But here's what got me. This was a brilliant lesson in marketing.
She could have sat in the corner of the room, whimpering or panting, trying to take my attention away from the tv. But instead of fighting to get my attention, she went to where my attention already was.
All lot of times, people ask "how can i grab the attention of my customers?" But a better question to ask is "what are my customers already paying attention to?" and then put yourself there for them to see.
It's such a simple concept; even a black lab can grasp it. But it works. She got what she wanted. And if you can answer this question about your potential customers, you can get what you want too.