Become a Key Person of Influence (Australian Edition) by Daniel Priestley

Author:Daniel Priestley [Priestley, Daniel]
Language: eng
Format: mobi
Publisher: Ecademy Press Ltd
Published: 2011-11-29T14:00:00+00:00

HALFWAY POINT

How are you going with “the hidden theme”?

You are halfway through this book, have you got it yet?

Here’s a hint from Victor Frankl’s book, Man’s Search for Meaning (1946) …

“Everyone has his own specific vocation or mission in life; everyone must carry out a concrete assignment that demands fulfillment. Therein he cannot be replaced, nor can his life be repeated, thus, everyone’s task is unique as his specific opportunity.”

Keep looking, keep connecting the dots and if needed, re-read this book a few times until you get it.

KPI STEP 3:

Product

Two hundred years ago the wealthiest people owned tracts of land and sprawling farms. One hundred years ago the wealthiest people owned massive factories and bustling production lines. Today the wealthiest people simply have big ideas that spread like wildfire.

We now live in the Global Ideas Economy. The successful people who make money and win the accolades are the clever communicators who can make an idea take off.

One of my favorite authors, Seth Godin, says that “Finding new ways, more clever ways to interrupt people doesn’t work. It’s the person who knows how to create an idea that spreads that wins today”.

Products Make Money and Spread Ideas

One of the best ways you can really share your ideas with a vast number of people in an effective way is to create an information product. This might be a CD, a DVD, a USB Drive or a Download. Such products are not an interruption either, they are a means of communication that consumers chose to participate in.

If packaged correctly, such products have a high perceived value even though the cost to produce them is small. A CD might only cost AU$2.50 to produce but have a value of AU$79, depending on the content. A 12-DVD workshop with a workbook and phone support can sell for as much as $5,000 (These figures are based on real cases of colleagues I know personally!)

As well as having excellent margins, a product builds relationships. If someone takes an hour to listen to your audio CD, they feel rapport with you, they bond with you and really start to understand what makes you unique.

You start becoming the person they MUST do business with rather than a person they COULD do business with. You shift from Functional to Vital.

Products Expand Your Opportunities

Imagine that you get invited to be a guest speaker at a seminar for 30 minutes. (Random invitations to speak are quite common for a respected author.)

You agree, on the condition that you can promote your CD set for $50. At the end of the talk, you say, “If you like what you just heard and you want to know a little more, I have a special offer for my CD Set”.

If 20 people out of the group decide to buy your CD set, you just got paid $1000 for a 30-minute speaking spot. Go You!

This may also lead to a lot more business. Each person who listens to the CD set is more likely to want to do business with you in the future as well.

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