There’s a powerful new Communication Era available for those who are looking to communicate their message to a market. Are you prepared to take advantage of it?

A little over a year ago – I coined the term ‘Intellectual Voyeurism’ to reflect that much of our representation of ourselves to our clients was becoming more ‘consumption-based’ than ‘promotion-based’.

What do I mean by that?

Before facebook, twitter and the like, a marketer pretty much managed the flow of information to his prospect. As someone visited a website, they registered for an autoresponder which portioned out – in carefully measured and timed releases – access to the ‘expert information’.

Era of ‘Managed Information Flow’

This was the Era of ‘Managed Infomation’. Experts showed their Prospects what they chose to when they chose to and literally crafted the tight little path to a decision.

People went to a “Squeeze Page” (why that name is attractive still eludes me!) which then determined exactly how the ‘expert’ was going to ’show his hand’ and dole out just enough information to create the desire necessary for them to buy.

Enter Social Media… in 2007-2008, facebook was a site that represented the wild frontier for marketers. For some who actually made money as a result of connecting to prospects via facebook (twitter soon followed), the seduction process changed drastically.

No longer could you control the order and the process of flow of information to your prospects. Now, your postings became part of the ‘information collective’ and someone could land on ANY piece of prospect seduction that you had available at ANY time and consume as much or little of your ’stuff’ as possible.

Era of Selective Transparency

This represented the migration of Prospect Seduction from the Era of ‘Managed Information’ to a new Era of ‘Selective Transparency’. The challenge was that people were now observing all the seduction elements we were putting online (testimonials – offers – teleseminar event invitations – etc) without seeing them in any specific order BUT…

Experts were able to manage what passed in front of the ‘windows’ into their online world. In other words – the FLOW couldn’t be managed, but we were able to at LEAST control what was being voyeured and represent ourselves in a manner that was flattering.

Evolution has a way of speeding up even the degree of change!

And with less than 18 months of being the paradigm for representing your message online, the Era of ‘Selective Transparency’ is already seeing a new challenge from within the market!

Both availability of information and the ‘meshing’ of data input has begun to shift a new era into the forefront.

The first technological enablers of this new shift are the abilitis to ‘tweet’ about someone else’s services, quotes, and transformation offerings. The ubiquity of ‘tagging’ enables not only people to create and submit information about you – but even to do it in such a way such that ALL of your followers can see it as if you posted it yourself!

This can have AMAZING leveraged benefits and can present challenges as well. As with any Era in marketing, being prepared to capitalize on the amazing benefits this new Era brings and not be blindsided by the challenges that accompany it.

Social Media moved the bar from Selectively Managing Information FLOW to having your entire composition of contribution available on demand to peruse and yes – even Voyeur your body of work and your presentation of yourself online. In much the same way, the increased INTERACTION within Social Media has not only expanded the FLOW of Information about you, but the Sourcing as well.

If you’re lucky – you have ceased to be the primary source of your own work within the ’space’ of market interaction. Forum posts, blog comments, facebook posts, comments and the like made by your clients collectively make up more of this online repository of who you are as your own directly posted contributions.

Era of the Market Mirror

We’ve now entered the Era of the Market Mirror. Consistently, how we’re viewed in the eyes of our collective market is available for review to anyone who searches us or watches our personal ‘feeds’. The mirrors of a dozen, a hundred, a thousand admirers, frustrated followers, questioning searchers have become a cacophony of intellectual ‘noise’ that all references us!

Our job as we shift into this new Era is to create information that’s not only transformative, digestible and actionable. But also that is easy to mirror and is clear when represented by third parties. Just like those trying to hold to the carefully managed distribution of the ‘Squeeze and Respond’ paradigm of the Era of “Managed Information’ found themselves blindsided when Social Media began this new Era can be a bit ruthless unless we find a way to shape the information coming from the divergent sources now referencing us.

Our new responsibility as transformation artists in this new era is to provide our ’stuff’ in such a way that we literally COMPEL the market to represent and to ‘mirror’ our work in a massively leveraged fashion through each of THEIR universes… And to do it in a way that speaks to their followers in a way that honors both their voice and our message!

Ohhhh the opportunity that exists in this new Era to anyone who is aware! The ability to propagate a market with your message just got a whole lot easier. IF you know and tap into maximizing the use of this powerful paradigm!

With each new Era and the transition of the ‘rules for success’ that opens up, a new crop of success stories show up. Businesses who’ve not been tied down to the paradigms from the past and who are open to embracing the new opportunities this Era brings can quickly ride this wave to the top!

Are YOU on board?

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Check out the comments to the right and post your own! This amazing blog post becomes infinitely more powerful when you add the insights of thousands of readers demonstrated by the posts and comments that YOU share!

Also – (and ESPECIALLY so for this blog) tweet and post this all over the connected universe that you know to raise the awareness of just how powerful we now are to spread a single paradigm throughout the world at such lightning speed. We’ve got that power as a collective body. It’s high time we embrace it to the maximum degree possible to effect positive change throughout our universe!

Serving your market is just SO MUCH FUN when your prospects are FLOCKING to buy from you!

However, that’s not always the case. In fact, the heart-cry that I’ve heard from tens of thousands of my clients and online followers is…

“How can I communicate so that people are not only INTERESTED in me, but want to INVEST in my services.”

Think about this – you like carrots, right. And they’re good for you. Ever CRAVED one? Had your heart (and stomach) do butterflies just at the thought… Yeah! You already know where I’m going next. And you’re ALREADY starting to feel your mouth water at even the THOUGHT of a perfect piece of chocolate!

How do you Like it?

Dark? Milk Chocolate? Bitter? Sweet? Crunchy, Smooth and Creamy?

No matter HOW you like it – don’t you just feel the difference in the response you’re having to our chocolate ecstasy excursion when compared to our earlier conversation about carrots?

Now imagine your clients… Having to listen ALL DAY LONG about how ‘beneficial’ those carrots you’re offering are. Imagine if you could make them CRAVE your services just like you’re STILL thinking about that chocolate!

That’s right – close your eyes and taste that chocolate ONE MORE TIME before we move on…

We both know you’ve got GREAT ‘Stuff’ – how about learning how to have people feel the desire for it because of your communication!

If you want to learn how to stop having clients who only admire what you do but LITERALLY CHASE YOU DOWN because they CRAVE the outcome you provide – then you need to learn how to find the ‘Chocolate’ in your business. That sweet magic that makes people chase you down to give you their green!

I’m holding a call on Thursday, October 29 that will tell you EXACTLY how to make your clients respond like you’re offering the world’s FINEST chocolate – no matter WHAT you’re now selling! How to make them CRAVE your services like never before and Pursue you to get WHATEVER YOU’RE OFFERING!

For my blog readers only, I’m offering you a chance to register for that call and qualify for a few special bonuses before anyone else does. Register below NOW and save the date (October 29!) I promise you – this will be an EPIC revelation like none other about how to build uninhibited DESIRE within your OWN market! If you want to keep selling the carrots in your business – beware!

Your competition is gonna be on learning how to offer chocolate!

See you Thursday (And we both know that I will!)

How much would YOU pay for a Burger? I’ll bet that you’d pay a WHOLE LOT MORE than you think! And the crazy lessons I’m gonna share with you in this story about BURGERS will shift your business FOREVER…

Oh yeah!

Since just about every client I’ve met always thinks they’re gonna be ‘the one’ who can’t raise their prices, I run into resistance around people reaching their Ultimate Value nearly daily. You know- just like some of your fears right now. “But I work with Coaches – or Artists, or prospects in Sheboygan or whatever name you’ve given to defend your decision to be small.”

I can’t think of much more of an “in the box” (ok, bad pun) product than a BURGER!

I mean – really – how much can a Burger really be worth?

When i ask groups about this I usually get something along the lines of five dollars or so. And lots of eye-rolling. Kevin, you don’t understand, we don’t have anything to do with BURGERS, we sell a high-end line of Consultatively Researched Analytical Practices. (yea, I bet you do!)

So, the TYPICAL price raising gigs go something like this…

Ensure yours is ORGANIC! (note to reader – raise the QUALITY)

New price = Eight Bucks

Try selling a triple decker with sixteen toppings and TONS of Fries (Even extra fries like Five Guys)

OK, Twelve Bucks – (Raising the amount of STUFF and Add-Ons – know anyone who does this?)

How about selling our Burgers in a sit-down joint with White Linen napkins and someone to scrape the crumbs off the table-cloth every five minutes with a live Pianist playing Debussy?

Twenty Five Bucks? (Hmm, fancy Packaging or Exotic Locations for your ‘Soirees’)

I can go ON and ON – and I have live. What usually happens is that- somewhere between fifty and a hundred bucks – all the ‘marketing’ and ‘branding’ ideas stop changing the audience’s mind and we’re at a stand-still on selling this dog-gone Big Ticket Burger!

Or are we… ?

Imagine – your client is IN THE DESERT!

Three days away from food… Knowing he has TWO DAYS without food to Live!

And this BURGER is his Lifeline! What’s the value THEN?

The most comical response I’ve gotten when I’ve posed THIS question about value was yelled out from the back of the room “I’ll pay $1.2 Million for that Burger and I’m a vegetarian!” Now there’s someone who really values their LIFE! Interestingly enough – nobody looked at him like he was crazy! The ‘eye-rolling’ wasn’t going on anymore!

What does this crazy story have to do with YOUR Service?

Some people are so darn busy piling on condiments, add-ons, improving the ingredients – finding better and better venues from which to peddle their ‘STUFF’ – their TRAININGS, COACHING, BLAH – BLAH – BLAH!!!

That they get stuck in a rut of Value wondering WHAT IS MY STUFF WORTH?

(not very much when you look through your current cash-flow goggles, huh?)

Howeverrrr… When you begin to understand the PAIN that your market faces – the specific impending doom that they will experience if they don’t get the benefit of YOUR CONTRIBUTION – then you can begin eliminating all that unnecessary talk about your silly burger…

And focus on ‘Freedom from Hunger’!

When I asked the dude who made the $1.2 Million dollar offer for my burger just how important all the Condiments, the Organic Ingredients, the ‘TRIMMINGS’ were to his purchase – he replied – JUST TOSS IT OVER AS IS, I’M STARVING!

I wholeheartedly recommend that you invest significantly in ensuring that you deliver the ABSOLUTE BEST service to your clients. Unfortunately, when you’re focused on solving your prospect’s PAIN, you don’t get to brag about all the ’stuff’ you’re throwing in! (Nope, not even a little bit!)

They’re too starving for the darn BURGER!

Moral of the story is – stop focusing on the C.R.A.P. (short acronym for Consultatively Researched Analytical Practices), Diagnose your Prospects PAIN, tell them you can Solve it and then SHUT UP!

And THAT, Boys and Girls is how you sell a Burger for a MILLION BUCKS. And – how you can sell your ‘Stuff’ for any price between zero and there… It really is YOUR CHOICE!

NOW FOR A BIG BIG ANNOUNCEMENT!

PS – I’m announcing the BIGGEST opportunity of my six-year online career here NEXT WEEK that will teach YOU how to make your prospects CRAVE your service like a starving man in the desert… Stay ESPECIALLY TUNED because you don’t need to be hungry for well-paying clients ANY MORE!

Now (regular readers know what’s next) – GO IMMEDIATELY and improve this blog post by commenting to the right! Don’t be a info-voyeur, put your two cents in for us all to read! Also – share this on facebook and twitter so other hungry game-changers can get the ‘meat’ of this message and create a SWARM of hungry peeps to THEIR stuff as well…

KEEP IT FUN!

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Dear Client, I LOVE YOU. Plain and simple, huh?

How can I KNOW that?

This CRITICALLY IMPORTANT business distinction actually came to me as a response to a simple question.

A few months back, on day two of a Big Ticket Blueprint Training Weekend, Lissa Bolles asked me the following question – “So Kevin what do YOU do when someone completely knocks off your training and offers it as their own?”

This was no theoretical question. One of my other students had forwarded me emails that showed that essentially someone was indeed ‘modeling’ my trainings, promising similar outcomes, etc.

My response to that question completely ‘in the moment’ put a shocked hush on the room that day and changed my vision of my business forever.

“I’ll never have competition in this space because there’s NOBODY who can love their clients and this calling like I do!”, I responded.

Imagine – LOVE as a business asset!

I realized on that AWESOME day that I LOVED my work, I LOVED my clients, I LOVED my business. If you’re reading this, I LOVE and truly want the best for you!!!

It is simply AMAZING…

When you step into the work into which you were TRULY placed on this planet to serve, a LOVE for what you do overtakes you and drives you completely from FLOW!

Of COURSE you’re passionate about obtaining clients, but it’s not about how YOU will be impacted – but about how THEIR lives will change.

You want ALL of the clients that are an ideal fit and never feel tempted any more to ’stretch’ your criteria to pursue clients outside your target because you know that there is MORE than enough business INSIDE your area of TRUE expertise!

When I’ve attempted to get CUTE – or SMART, to follow trends or ‘best practices’ without running them through the filter of ‘Does this marketing / service demonstrate the LOVE I have for my clients / future clients?’, I have worked aimlessly with no real success.

When I’ve served from FLOW and worked my rear off but from a place of LOVE and SERVICE, I’ve seen transformations that transcended my wildest dreams and imaginations. Many of you have seen the testimonials of that. The results that have happened as a result of some clients working with me has been nothing but amazing. Sometimes almost miraculous.

And it is ALL attributed to SERVING in a place of FLOW from SOURCE and LOVING the market you’re in enough to be silent and find your place.

“The place you will FIND to serve from is much larger that any place you can SEEK to serve from!”

Imagine the POWER that YOU have to step into that place of power and to serve from the amazing place of REALLY LOVING your marketplace!

I PROMISE YOU – that if you commit to serving from this space – you’ll be FAR more powerful than if you served from your research, your skill alone.

St. John once wrote “There is no fear in love, but perfect Love drives away fear”

Imagine the power and the fearlessness you can have and command when you commit to coming from a place of truly LOVING your market, your clients!

Let this day be a ‘dressing-room’ of sorts to try this on!

As always – this post is NOT complete without your comments. So – comment away and add your energy to the mix. Also, I challenge you to promote this anywhere you feel that the market can be encouraged, to be awakened and called out to this powerful place of service.

The contribution YOU make to the universe demands you play a bigger game. This post has just described the uniform for that game!

Let’s DO IT!

Kevin

People Claim to ‘Look Good Naked’ when they peek ‘under the hood’ of their Business. But Do They? REALLY???

You see, the REAL challenge about truly ‘Looking Good Naked’ is when NUMBERS get involved.

In the PHYSICAL realm, when people say “Yea I look good naked!” – that’s really a statement of their self-esteem. They ESTEEM themselves good naked.

But when one asks – “what is your SPECIFIC body fat percentage or what is your EXACT weight?” and objectivity comes out of the picture, fewer people remain comfortable with the bare-naked-truth.

The same exists in your business.

Your REVENUES are a function of your ability to communicate and have people invest in themselves through your contribution.

Your PROFITABILITY is the function of your ability to communicate and deliver services at a fee that is higher than your cost of delivery.

BOTH of these SPECIFIC NUMBERS are a function of “How you REALLY Look Naked”.

In 2004, I worked with a number of small business owners to raise their sales. One of the FIRST questions I asked on my client intake interview was – “Tell me EXACTLY what your sales revenue numbers were LAST WEEK and tell me PRECISELY what your number of NEW QUALIFIED PROSPECTS were in the same period (the prior SEVEN days).

I CONSISTENTLY (FAR more than 50% of the time) got the same answer!

Wanna know what it was?

“Kevin, last week is not a good week to measure!”

Hmmmm – unless you were SUNNING on the beaches of Maui or sailing the Mediterranean, LAST WEEK IS YOU, NAKED!

THAT is what your business REALLY is. Not the fantasy of the result of the latest fad you’ve just begun to pursue, not the GREAT month you had back in 2006, but can’t quite ever get to happen again.

Repeat after me: LAST WEEK IS MY BUSINESS NAKED!

For those of you for whom this is NOT a pretty sight, don’t worry!

Beginning with WHAT REALLY IS is the BEST first step to becoming AMAZING.

You have been pursuing marketing ‘Prescriptions’ for some time now with NO accurate diagnosis.

“A PRESCRIPTION without DIAGNOSIS is MALPRACTICE”

Over the next few Blog Posts, we’re gonna examine EXACTLY how to diagnose where you REALLY are in your business and how to take your success to AMAZING places you’ve only fantasized about. Only this time it WON’T be a fantasy because it’s gonna be based on a NAKED starting point, a CLEAR ending point and a SPECIFIC path in between.

Interested? You CAN do it!

Here’s what you do next. Comment / Share this blog to make THIS post more powerful for everyone . Then stay tuned for the step-by-step process to move from SEEING what you want to ACHIEVING it!

Universally, everyone in life has a desire to ‘LOOK GOOD’.

Within that desire, there are two types of people. One type are the people who seek to look good naked – the other are people who spend their energy and efforts to cover up the fact that they DON’T look so good naked.

The approaches they each use to appeal to others are very different. What YOU can learn from these two approaches can MAKE or BREAK your business!

People who (allegedly!) don’t look so good naked do lots of things to change the representation of who they are into the apparent view. Loose clothes, vertical stripes, slenderizing belts all show as little as possible of what is ‘underneath’ but still paints as pretty a picture as one can with what’s COVERING the underneath.

People who (again allegedly!) DO look good naked take almost the opposite approach. The representations they use to ‘clothe’ themselves tend to reveal or disclose rather than cover and conceal. Their attempts to look better are usually focused on improving the core underneath and letting that ‘REPRESENT’ through the ‘cover-up’

How does that relate to your marketing? And how can you really know which fits you?

Do you have an OFFER that is seductive to your prospects or are you trying to COVER UP the lack of that offer with lots of ’stuff”?

If you’re not overwhelmed with opportunities right now in your business and you’ve been operating in your market space more than 30-60 days, then you have a SEDUCTION gap. This gap WILL NOT be overcome with better copy, lead attraction systems, social media or any of the other strategies you find promoted.

These systems only draw attention to who YOU are – and if that NAKED OFFER is not compelling – all of the ‘attraction’ strategies you’re now trying to use do not lead to conversions because – at the end of the day – people are just not that ‘into’ your Naked Offer!

Now – HERE’S the test of whether or not YOU  ‘Look Great Naked’.

If you’re OVERRUN with people who will pay ANY price to work with you, you probably look pretty darn great through and through!

If people aren’t PURSUING you to engage in your service when they meet with you, you don’t have a SEDUCTIVE OFFER! No matter how much you ‘know’ that your service ‘HELPS SOMEONE’ or is designed to “CHANGE THEIR LIVES’, it is YOUR responsibility to design an offer that has them PUSHING down your door to ‘get to your stuff’.

The challenge with MANY businesses is the EXACT OPPOSITE of what they think. It’s NOT that not enough people are seeing their offers. It’s that people ARE seeing and it’s just not as SEDUCTIVE as the business owner thinks! In other words “Maybe your prospects just aren’t that into you!”. Luckily this can be FIXED and FAST!

The ‘cure’ to this is simpler than you think. Today’s task is to check your business out ‘NAKED’. Ask yourself – do you have more opportunities pursuing you than you can possibly handle? If not, its probably time to not keep working on the ‘Coverup’ but look at yourself NAKED and be open to do what it takes to become ATTRACTIVE to your PROSPECTS from the core!

-> When you comment this post, you boost the power of it’s impact immeasurably. Also, you get to share with the universe what comes up for YOU. Commenting and sharing this post will increase its impact to the WORLD but more importantly to YOU!