Disclaimer at the beginning of this note…I am not a marketing expert.

If that’s what you want, RUN, don’t walk to Diane. She’s the best I’ve ever met.

But I AM a motivation expert.  I know what moves people, what inspires fear, what inspires hope and what helps people make changes that last a lifetime.

So when I’m promoting my products or services, especially HOW TO RECEIVE I will pull out some of what I learned from the world class marketers around me.

And come to find out, there really isn’t that much of a difference between what they do and what I do.

Marketers want you to bond to them.

They want to create an emotional connection between their brand and your sense of well being.

They want you to feel a sense of belonging with them.

So much so that if they put out a crappy product (think “New Coke” for example) you’ll stick with them anyway.

In that sense I might be different from traditional marketers.

My product IS my brand.

There is no separation between who I am and what I do.

And if I endorse someone else’s work (think Diane Hochman again) it’s because I’m a 100% believer in it…from personal experience.

Here’s the other side of it…

Pepsi, General Motors, Nike, and any sports team you can think of don’t care about your qualifications.

They just want you as part of their tribe…as long as you have the cash to get in the door.

In that sense, I am FISHING.

I cast a wide net, but it has more holes.

If you’re not the right one, I want you to swim through it.

Get it?

I want to entice everyone…show them what’s possible.

Show them they can live a life of adventure and abundance.

But I also know many will not have the commitment to make it happen.

They’ll complain and look to forces outside themselves.

Sometimes people who’ve read and listened to me for years.

I don’t want to kick them out of the maze.

I love the letters I get from someone I inspired that day, even if they don’t stick with the program long term.

Even if they don’t buy any of my stuff.

But I know my brand is based on RESULTS.

It’s as good as the person who says…

“Larry, because of what you taught me I made $8000 this month.”

“Because of what you taught me I had a super fantastic romantic weekend.”

“Because of what you taught me I’ve got business coming in from all over the place to my new massage studio.”

“Because of what you taught me, I didn’t take the path that was wrong for me. I took one that helped me get up in the morning excited about going to work.”

“Because of what you taught me, I’m now a millionaire.”

All true stuff, even though the quotes aren’t exact.

That’s the kind of person I want to play with.

In that sense, I am FARMING.

I look for people who are interested in feeling better, doing better, having RESULTS.

And I want them to invest in my products and services.

The marketers will probably tell me I shouldn’t write this long a note, and not peel back everything that happens on the inside.

And if I wanted to sell a million “somethings” they’d be right.

And I do want to sell a million units of HOW TO RECEIVE.

…to the right people.

Because my reputation – the results people get – this IS my brand.

And here’s where I learn lessons from the marketers…

I create time sensitive offers.

Like the one I did when I first launched HOW TO RECEIVE.

That’s FEAR OF LOSS.

Being afraid to miss out on something good, so you act NOW.

Truth: it’s also a way of bringing the right people to me…of giving a little extra motivation, so someone who was sitting on the fence will jump off and invest in themselves.

Then we collect some stories of success…

(Maybe yours)

And let the world see what’s possible.

And pick up HOW TO RECEIVE.

Brand equity.

FISHING: casting the nets, looking for the hungry people.

FARMING: raising people up, turning seekers into finders.

FEAR OF LOSS: opening up a door and inviting them to walk through before it closes.

That’s my kind of marketing.

Larry Hochman

NO MORE HOLDING BACK

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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