Posted by Scott Bywater in marketing Dec 30th, 2017 | No Comments »

There is a lot of talk about authority these days.

And really, the key to it is…

Turning yourself from “who the heck are you”

To “Oh my gosh, it’s you.”

Doing that all comes down to consistency.

Think about it right now…

Who do you say “oh my god, it’s you” to?

Generally it’s people you know well, not someone
You met the first time.

And that boils down to consistency.

Your best friend from school. You saw them every day for years,
Shared great stories together.

You see them while you’re walking down the road and you’re like
“Oh my gosh, it’s you.”

Why?

Consistency.

Same goes with celebrity entrepreneurs.

Richard Branson. You hear his name everywhere, you read his
book, you see him on the news.

Without that background you’d be like “who the heck are you.”

But the media, via consistency, has turned him into a “wow, it’s you”
scenario.

The good news is, in today’s day and age – you can do the same.

Keep putting out great content, smartly…

Ideally by developing a following, and carving out a niche for yourself.

Or doing research via Google keywords to find out where you can
get lots of traffic heading your way.

Write books. Create a podcast.

Whatever you do, the key to winning the game is consistency.

Posted by Scott Bywater in marketing, Psychology Dec 27th, 2017 | No Comments »

Christmas is a good time for pondering.

And one of the best techniques I’ve found for really getting to the bottom of any problem is to ask why 5x…

What do I mean by that?

Simple.

Here’s a breakdown of a conversation I had with someone recently.

I need more customers.

1. Why don’t you have more customers? Because I don’t spend time on marketing.

2. Why don’t you spend time on marketing? Because I’m afraid I’ll fail.

3. Why are you afraid you’ll fail? Because I’m worried I’m not good enough.

4. Why are you worried you’re not good enough? Because I was always told that as a kid?

5. Why were you told that as a kid? Because maybe I am, at least I have that belief system.

So there you see it, sometimes the real problem is far deeper than you think. Sometimes it’s mental. Sometimes it’s about time management. Sometimes it’s about the fact you need to get rid of some clients to make room for your own business.

But you won’t know what it is, unless you ask why.

So I encourage you to do that over the holiday season.

Posted by Scott Bywater in marketing Dec 21st, 2017 | No Comments »

I was at dinner the other night with some friends when I told some past stories which made them laugh – so I thought I’d take a moment to share them here:

When I was young, around 20, I got this job as a clown in a nightclub, juggling! I got free drinks for the night, and all of these girls would start hitting on the clown…

Until I took my clown suit on, then it was like…

Hey, who is this guy?

See how that story engages?

And see how that story can be used to emphasise a point that it’s not about your product or service… it’s often about the way you position it.

For example:

Me as a clown = hot.
Me not as a clown = not hot.

But seriously – it was the same me.

And it can be the same you, but if you dress your product or service up in the right way and with the right positioning then it can make all the difference in the world.

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