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Your Barrier To Entry

barrier to entryWhat I've seen over the years here is people learn of an idea: the magic bullet (of the week). They put it into action ONCE and it doesn't work (for whatever reason...poor quality traffic; insufficient traffic--key issue, that one; lousy conversion tool; insufficient followup; poor target market definition; etc.)

And then they announce, "It DIDN'T WORK!!" to the world.

They really have convinced themselves that because they tried this thing one time, one way (imagine, trying only a single headline and then saying the whole project was a failure) it doesn't work. Ever. For anyone.

Then they jump on after the next shiny object...the new magic bullet of the week.

That's the silliness I'm fighting against here. It's rampant.

Many variables are involved in online marketing. Basic math is required to be good at online marketing. Based on the evidence I've seen, people want to remain ignorant of both and yet still be successful.

People: that ain't gonna happen.

Stick with something longer than three days. Test one variable change at a time. Yes, keep your eyes open for what works and what doesn't, and why.

Imagine there's a fence you have to jump.

That's the fence you need to get over to start making sales and being successful (BTW, did anyone ever tell you Making Sales is the RESULT, not the guts of, internet marketing? Kinda changes your perspective...there are all these things that need to be done and go right BEFORE you make a sale).

Now imagine all the wannapreneurs, here they are, running full tilt at that fence. Some of them don't even know the fence is there. Many underestimate how tall it is. But there they are, full of false and highly temporary enthusiasm based on some magic bullet they heard about and have awkwardly (how else are you gonna do it the first time) put into practice.

And WHAMMY!

Sure are a lot of broken bodies fallen at the foot of and atop that fence.

What Barrier To Entry Means For You

This is called, in professional marketing terminology, Barrier To Entry.

Most people lack the perspective, the stick-to-itiveness to pass that Barrier To Entry.

What does this mean for you, the individual?

Don't be like the herd. The herd is all beat up and broken in front of that fence.

If you can behave differently, and get over that fence, you'll be Inside.

And Inside is where the money is.

Once you figure it out...how to get over that fence, that Barrier To Entry...you keep that knowledge forever. You know what the process is.

Oh sure, some little techie this or that may change. A variable may need a dial or level adjustment. But you know what the variables are.

Stick with it. Measure and manage. Be intelligent.

Blindly and mindlessly following magic bullets is stupid. You'll end up crashed on the fence every time. Even if you do "succeed" you'll have no idea how to duplicate what you just did.

>> For business strategy that gets you past the barrier to entry, work with Jason. <<

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Comparing Yourself to the IM Greats

comparing yourselfComparing yourself to the IM greats is an exercise in self-torture.

And yet newbie internet marketers do it all the time.

It's not entirely their fault--they're encouraged to do it by the greats themselves. "Just buy this program; I walk you through it step by step."

OK. But there are some missing things we need to talk about.

Things that will make you cry, if you're an impressionable newbie.

Comparing Yourself On Traffic

Let's talk about traffic.

The market leader will tell you, with all sincerity, all you must do is get people to see your offer.

After all, they do this every day. They have experience with it. They can even afford to pay someone to manage the traffic process for them.

The newbie can't.

In fact, without being previously informed, the newbie has likely invested their last dime in the leader's program without knowing a further financial investment in traffic will be necessary.

The leader doesn't make any money from this, so why talk about it on the sales page? Often the newbie has bought something that is already incomplete and they are unable to get working.

But let's say our newbie does have the additional cash. They can make the traffic investment. All right. Now what?

Despite how easy the leader makes it sound, crafting a winning ad is laborious work.

It takes trial and error. Time. And cash.

You're unlikely to succeed on your first attempts.

What's this? Another opportunity for the newbie to give up. Trying to emulate the leader...but not having the resources of the leader.

Comparing Yourself On Conversion

Now to conversion.

The leader gives good technical advice on how to take visitors and turn them into buyers.

Nothing sinister here.

Except the same trial and error requirement is back in play.

It takes EFFORT to develop a converting sales page.

And again, the newbie is dangerously unaware of this as they listen to the leader confidently prattle on about what has worked for them.

Now let's say a leader has put out a new product.

Accompanying that new product is a new funnel, right?

Except that it's not "new."

The leader has built into it everything he or she knows works...and many resources the newbie simply does not have access to.

Comparing Yourself On Cash

Let's talk cash.

Just one factor...money. And how it makes all the difference in a campaign.

So our leader launches the funnel.

First of all, they get testimonials, feedback, buzz, and hype from friends, enemies, and the lay brethren waiting below for dropped alms with outstretched arms.

Leaders 1, Newbies 0.

Now the advertising appears. Paid ads on Facebook, let's imagine. Ah, the leader has a recognized face. Good for them. And the newbie trying to emulate?

Leaders 2, Newbies 0.

Comparing Yourself On Price

Even if the ad performance sucks--the targeting is way off, the message is a complete mismatch--the leader can force it to work.

Because the leader has guts.

The leader knows they can charge $297 or $497 or $2114 for their product.

The Chicken Little newbie does not have this confidence, and is busy clucking at the ground for a few pennies here and there.

Leaders 3, Newbies 0.

See, the newbie says, "I'll take what I can get," and prices at $47.

And the ad budget runs up against that price point very fast.

Say it's $1/FB click.

Our newbie has to make it work within 47 clicks just to barely break even--in fact, with other costs they're losing money here.

But our leader?

They have all the way to 497 or TWO THOUSAND clicks--two thousand chances, one right after another, that they can well afford--to get that sale and break even.

While the newbie runs out of ad money, ROI room, and "at bats" to convert almost instantly, the leader can keep throwing cash at it UNTIL IT WORKS.

So it takes 1,050 clicks to get a sale? At a $2114 price tag, who cares?

For our cash-rich leader, what's a thousand bucks?

But our poor newbie has taken their bat and ball and gone home long ago.

Leaders 4, Newbies 0.

Game Over.

Comparing Yourself On Mindset

The herd mind really likes easy, free, proven, guaranteed. But the plain truth is that none of these apply to internet marketing.

I'm sure nearly all leaders are genuine in their belief that they can help others. And they can. But the road will not be bump-free as they make it out to be.

So if you're a newbie, stop comparing yourself to the IM greats.

They can do more than you, act faster than you, take the road they know works that you don't know, and much more.

Can you get there?

Do they have much to teach you?

Yes.

But it's not going to be a bump-free ride.

The only way you can compete is on mindset. Get to work on that.

>> Jason Kanigan is a business strategist concentrating on conversion. For a $0 no-nonsense guide to marketing, containing all the things a newbie can put into action today, click here. <<