If you really want to make decent money in business, any business, then you need to become a marketing junkie. It’s as simple as that.
There’s a book that’s sold millions of copies because it’s got a jazzy title that people like: it’s called Do What You Love, and the Money Will Follow. I think it sells well because it appeals to the laziness in people, despite the fact that the title doesn’t make much sense. After all, what people really love to do is nothing; they love to take it easy, to eat at nice restaurants, and sleep in nice hotels. I think it’s better to find out what brings you the largest amount of money, and then to fall in love with that. By and large, what brings business owners the largest amount of money is excellent marketing. All the things you do to acquire new customers and re-sell to them as long as you can, as often as you can, for as much profit as you can — that’s the thing to fall in love with.
Like chess, marketing takes a day to learn and a lifetime to master. The element you should focus on most is relationship building, because if you can build a relationship with somebody, it’s a lot easier to them to do what it is you want them to do. As long as it really helps them, then they need to be manipulated. Heck, I’ve needed to be manipulated. A friend once said to me, “T.J., if somebody would have told me 25 years ago what I was going to have to go through to get to where I am today, I would have hung myself.” And I understood, because I felt the same way. A lot of people lied to me in the beginning, or they misled me, or they told me what I wanted to hear. I wanted to become a multimillionaire — and thank God there were people who came along telling me that I could do it, that it wasn’t going to be that difficult, that it was going to be a piece of cake, no problem, go for it, go for it. Later, I found out that in reality, there’s a tremendous price to pay-and the more money you want to make, the bigger the price.
When you become a marketer, you have to go at it full steam. Become a marketing junkie. Do everything you can to learn all you can, and put it into practice. The very first thing you have to do is make a very strong commitment to the process. First comes the hunger, the willingness to set the goal that you’re going to learn everything you can about marketing. It’s worth it; it can make you rich, and it’s your meal ticket for life. It can make you all the money that you ever want, need, and deserve… if you’ll just learn the right skills.
Once you’re deeply committed, once you decide that come hell or high water you’re going to learn everything they can about marketing, you must be willing to invest in various programs and seminars that help you become a better marketer. There are so many marketing experts out there sharing their greatest tips, tricks, and strategies for making more money. It’s something that we want to share, and there are many wonderful programs on the market right now. Check into them, send off for marketing materials, and set up swipe files, where you keep all the best of the marketing material you receive so that you can study and emulate it. See how other people are selling their products and services; one thing always leads to another, once you set that goal of becoming a marketing junkie.
What are some of the telltale signs you’ve become a marketing junkie? If you’re spending thousands of dollars on all kinds of books, programs, and tapes, you might be a marketing junkie. If your whole life becomes marketing and you can’t get it out of your head, you might be a marketing junkie. If it’s 3:00 AM and you’re still thinking and dreaming up new ways to make more money — well, you might be a marketing junkie.
That’s a good thing when you’re in business to make money.