Building,Unstoppable,Multi-pil business, insurance Building An Unstoppable Multi-pillar Business
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Jay Conrad Levinson, in his books GuerrillaMarketing Weapons and Guerrilla MarketingAttack, points out that there are easily hundreds, if not thousands, of tools/methods youcan use in your marketing. He points out thatyour competition is probably only using a few.He also emphasizes that if you just use a fewmore - effectively - you will dominate yourindustry.Jay Abraham gives the diving board versusthe Parthenon analogy. In the analogy, each method a business uses to obtain new businessis a pillar that business is built on. He points out that most businesses only use one primary method(or pillar) for bringing in customers. If that methodcollapses or fails, they go out of business. He then teaches businesses to effectively utilize multiplepillars for deriving business.We all seem to understand what both ofthese "Jays" teach :-) What's difficult for manyof us is applying it. How do you use as manydifferent tools, approaches, and methodologiesas you can in your marketing efforts? How doyou build a strong, multi-pillar, approach to generating new business?Perhaps the best place to begin is with what youare already using and what your competitorsare already using. Begin by making a list ofthe methods you currently use to promoteyour business and a list of tools that you probably could use. This list will likely includethings like: ezine ads, writing articles, publishingyour own newsletter, postcard mailings, packageinserts, banner ads, link exchanges, writing anddistributing a low-cost book with the intentionof it going viral, creating and distributing low-cost software with the intention of it goingviral, an affiliate program, pay-per-click searchengine campaigns, listings in specialized searchengines, forming strategic alliances with otherbusinesses, etc.After you have you list, take the methods one ata time and carefully examine them. Ask yourselfif you are currently using them with any realsuccess. If you are using them and you are nothaving any success with them, you need to determine why. It could be that the method is allwrong for your business or situation. If it is thenyou need to stop wasting time with it.Look around and see if others use method youare trying with greater success. If they are, or seem to be, try to determine why they are havinggreater success with it. Perhaps the easiest wayto do this is to email them or call them and arrange to consult with them or to share insightson ways to improve both of your businesses.If you do this, be prepared to compensate themfor their time. Look at each of the methods on your list anduse the same system of honestly asking yourselfif this is working for your business. Your goal isto find a few core methods that work best for you.Then you focus on really using these. For example,articles work really well for me. So I focus ongetting my articles in as many article directories,ezines, and on as many websites as practical.After you have one method down to a scienceand it is working semi-automatically for you,then-and-only-then go on to refining the nextmethod. This is the best way to really focus onimplementing methods that do and will work foryou. It's also an excellent way to identify methodsthat are nothing more than time wasters for you.To further leverage your effectiveness, don't overlook automation or hiring other to implementyour successful methods. For example, I use anarticle submission service because they reach somepotential customers that I would probably otherwisemiss. It only takes a few publishers running my article or one extra sale to cover the investment. Tome this makes economic sense.Begin today, examining the pillars, tools or "weapons" you have in your marketing arsenal.Keep using those that work, discard those thatdon't, and then add new ones from time to time.Soon you will have a core set of methods for deriving business, and surprisingly, it will no longerbe a struggle. The business will seem to take on alife of its own. Once a method is fully refined andset into motion, they become semi-automated andyou can then look for new methods if appropriate.
Building,Unstoppable,Multi-pil