The Four Legged Stool in Your Marketing Business
By: Joel Christopher | Posted: 14th August 2007
What does a four legged stool do to your marketing business? This metaphor was invented by Bill Bonner of Agora Publishing and it’s a method of writing powerful and direct mail packages to sell financial newsletters.
If you have a four-legged stool and all the legs are strong it is very sturdy and strong. Now, if one of the legs were ripped off. It will not fall over but it may wobble. But if you only have two components, it will surely fall over. The same goes with your business promotions.
To succeed, you must at least have three of these elements strong or you have two of them strong and the other two average. So you need to have these four legs in your preferred proportions.
Leg number 1 is credibility.
You build credibility by getting publicity and exposure through media. The phrase “As featured in The New York Time, The Wall Street Journal.” can actually help you boost your sales. Media credibility is very appealing to prospects and buyers.
Credibility is who you are and it could be anything. It may be anchored on where you went to school. You can also use your book as a source of your credibility. It is really effective in making people stop and take a look at what you have to say or offer when you are an author.
Leg number 2 is all about track records.
Who have you helped? For example, Joel Christopher, the man who helped 20 people build their lists from 0 to 10,000 in two days, could be a great example of track record, which also supports his credibility.
So it’s track record. How have you been? How accurate have you been? How have people benefited from what you do? Interviews and infomercials are rich in building this particular leg for their businesses.
The third leg is future benefit
Future benefit is not given as much attention as it deserves. In a stock market promotion, for example, that says, “Martin Wise made 83 percent on Microsoft, 72 percent on Dell, 800 percent on Cisco and 200 on Qualcomm. That’s great for the track records.
But those trades are done. Future benefits invite people to participate. It answers this basic question: “What will I get if I subscribe or buy this product to service? What will I get going forward?”
In the stock market example previously stated, future benefits may be stated in this manner: ‘If you subscribe today, we’ll immediately e-mail you a link to our free report.” Make an effort to focus on the immediate future benefit so that you can further entice your prospects.
Finally, the big idea completes the four-legged stool.
It may be a simple idea, but the big idea is you can make it big in terms of benefits and solutions. You got to state the problem the reader has that your offer is going to solve, primarily.
These four legs work together for your business’ success. You really have to detect which combinations or proportions will work best for you.
Joel Chritopher is known worldwide as the MasterlistBuilder who can help you generate leads and increase you profits. Find out more at http://www.masterlistbuilder.com
About the Author
Occupation: Internet Marketer
Author, Speaker, Philanthropist,
Master List Builder, Family Man
When Joel Christopher came to the United States from the Philippines on August 8, 1988, he knew nothing about the internet. He was a physical therapist who wanted a better life for his family. Yet today, Joel is known among internet marketing gurus as the "Master List Builder".
Master List Builder
Recognizing the business and marketing potential of the Internet, he started his own online business in late 1999 and launched his first website on January 1, 2000, geared towards providing aspiring Internet entrepreneurs with a step-by-step guide to succeeding online. He was himself merely a beginner, or what he fondly calls a “newbie netpreneur”. After faltering and floundering in his first year online, he attended a live seminar, took a lot of notes and applied what he learned. It only took two months after that for him to become successful enough to quit his job and make a full-time living creating and selling products on the internet.
Speaker
Since, then, Joel has attended more than 100 live seminars, boot camps and conferences, and has actually spoken at more than half of them on the topic of "opt-in" list building. He has spoken in front of thousands of people in the U.S. and Canada and has shared the stage with many marketing legends such as Ted Nicholas, Joe Sugarman, Robert Allen, Mark Victor Hanson and Mark Joyner.
He has grown his own opt-in list to more than 153,000 newsletter subscribers in just three years. But he earned his "Master List Builder" nickname when he tripled his list to over 30,903 names in only 99 days.
Author
Using the email marketing principles he teaches, he recently demonstrated the power of a huge opt-in email list when his co-authored book "Mining Online Gold With An Offline Shovel: How To Build A Massive Online Mailing List By Mastering Offline Promotion" zoomed to the top of the Amazon.com best-seller list just 13 hours after it was published. Only the pre-release of the latest Harry Potter book beat it to the number one position.
International best-selling author and radio talk show host Mike Litman recently nicknamed Joel Christopher the "Tony Robbins of Internet Marketing" and Randy Gilbert of the "Inside Success" show called him "The Michael Jordan of Internet List Building".
Joel Christopher is the Director and Owner of SuccessAccess.com and MasterListBuilder.com. He is a consummate entrepreneur who wants to share his passion for self-employment with others because of the time and financial freedom it offers.
Philanthropist
In addition,Joel Christopher has made a personal commitment to help young Philippinos receive the education they need to improve their lives. To this end, he has begun a foundation and is donating 100% of his profits from his first book to this cause.
Family Man
Joel's beautiful wife, Sheila, is his constant companion and supporter, as well as playing a key roll in Joel's businesses. They live with their precious daughter Simone in Helotes, Texas
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