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Why Buy Books Or Courses?

Why buy books or courses?

My answer is of course my opinion, though that opinion is backed with many years of experience. And I presume you're reading my blog because you're at least interested in if not value my opinion.

Most people buy books or courses for the wrong reason.

Why Buy Books Or Courses In Your World

Here's what I see most people's buying behavior driven by in the online marketing world:

You buy books or courses because you are looking for the magic bullet.

You are looking for a quick win.

You are looking for the easy answer.

These are bad reasons.

The truth is you're unlikely to find the answers in what amounts to a shiny object.

Success comes from many factors, and most of all from the internal sense of success that you have about yourself. Your beliefs. Your outlook. And these lead to the actions you will (or won't) take.

My Answer To "Why Buy Books Or Courses?"

My answer, which you shouldn't really be surprised at by now, is quite different.

I buy a book or a course because I have identified a NEED.

There is a GAP between what I know and where I want to go.

Take this book:

operational excellence why buy books or courses

This is a $57 book.

Why did I buy it?

I was not looking for a fast answer.

I did not need help with process, in terms of "How do I do what I do?"

I wasn't lacking some transformational magic bullet that would change my life.

No.

I invested in this book because I wanted a specific thing. I wanted some words and phrasing around problems business owners have when they're looking for improvements in operational excellence. These are vital to the effectiveness of the starting point of my marketing & sales funnel.

What better source than a book on that topic?

Have I got some pain point language from my own experience? Of course. But I wanted outside opinions. Something different, something new to me.

And it was well worth it to make what a lot of people would think of as a scary investment ("No way am I spending $57 on a book") in order to find that out.

Note how specific my need was.

How easily success would be met by the investment.

How big the payoff is (five and six figure projects) from this decision.

And now contrast these terms with those, probably not fully clear or understood, you've been using in your decisions about why to buy books or courses until now.

>> Jason Kanigan is a business strategist and process optimization expert--whether it is a sales process or fulfillment process, we should speak. <<

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Head Trash and Why It Is So Important

Head Trash is the limiting beliefs you have. I have them, too. They're different from yours, but the effects are similar and bad, so we should talk about them.

A limiting belief is, foremost, an unconscious belief. You are not aware of it. If you were, it would not stick around very long: like fog in the sunshine, it'd "burn off" and you would be free of it.

And the worst thing about head trash is this: you don't suspect you could be a victim of it.

You're walking around with your point of view of the world...and you think it's 'normal,' the only way anyone could possibly see things.

"It ain't."

Head Trash and Your Point of View

The point of view you have at the moment is weird...individual..."site specific" if you will.

head trash man throwing liquor bottle away bad idea

We all have limiting beliefs. When you find one, and clear it, another takes its place higher up the perception spiral. I'm not sure we'll ever be free of them.

But we can definitely identify and clear out the limiting beliefs most weighing us down right now!

Imagine Pareto's Law, aka the 80/20 Rule, applied to your life:

A small number of decisions have the majority of the effect upon your life.

A small number of perceptive filters have a big effect upon your business.

The decisions are driven by the filters.

You act on what you believe to be true.

What you believe to be true is what you think is possible.

If you view yourself as "the janitor," you're not going to walk up to the CEO and propose a deal, are you.

Your perception of that role would be a limiting belief.

It's possible for someone to take on the job of janitor, but not identify with the role of janitor as their personality, you understand. But for nearly everyone, they'd get sucked into that view of themselves because of the role they took on.

And that would block them from doing this or that action because "janitors don't do that."

Are you starting to see what I'm demonstrating here?

Head Trash is a collection of limiting beliefs that stop you from doing what you'd really like to do.

How do you identify you've got head trash?

When you find yourself saying, "I can't do that"—usually to yourself—stop and ask yourself, "Why not?" Write the answers down. Review them: there's your head trash.

The Granddaddy of Head Trash: Money Tolerance

Money Tolerance is a critical limiting belief. It's a highly effective thermometer to tell you exactly how you're feeling about yourself at this very moment.

How much is "a lot of money" for you? Who told you that number? Where'd it come from? Because it's a BS story: thousands of people out there, perhaps even hundreds of thousands, believe whatever number you said is a tiny amount. (The typical range for the garden variety human is $500 - $2500, by the way.) If you believe the BS story that $2500 is "a lot of money," how on Earth will you ever invest in a $5000 program to help yourself or your business? And how will you ever sell a $5000 offer? You can't! You'll find ways to screw the sale up.

Fortunately, Money Tolerance is a head trash limiting belief, and the goal posts can be moved. Yes, there is a lower limit to Money Tolerance as well as the more visible high figure...I won't bother to sell $50 items, for example, because it's a "waste of my time and energy." (How many good money-making opportunities am I cutting myself off from because of that 'truth'? I well know making money is only about Traffic and Conversion, and if we can get those numbers high enough we can make plenty of money on a $50 offer. But somehow it's still a "waste of my time." Exploring this belief would open up possibilities to me that exist now, but I have cut off from my perception. See?)

When you find yourself blocked, self-painted into a corner, unable to proceed...ask yourself, "Why? What do I believe about this situation?"

Why can't you move to another city?

Why can't you start that business?

Why can't you approach this prospect?

I'll give you another example of head trash before we finish.

A Personal Example of Head Trash In Action

In the past year or so I've been working on getting into the Space field. To do that, I've been meeting, engaging with, and doing interviews with Space experts.

There's a guy who runs what I consider to be the best explainer channel on YouTube for Space, and the rapidly rising subscriber count echos that statement. But for a year, though I connected with him on Facebook, I didn't "feel right" about approaching him to be an interview guest.

Some limiting beliefs held me back.

I was only able to ask him a couple months back, and then had to wait around 45 days for the actual interview date to come around after we booked. I had to get another Space expert on my show before I could ask this person to be a guest.

Would he have been a guest much sooner if I had just asked outright? If I had simply been comfortable with asking him a year ago? Probably (we'll never truly know, but I strongly suspect so)!

But I felt I needed "credibility" first in this situation.

See how that held me back for at least six months from proceeding in the direction I wanted to move in?

That I needed "Space" credibility was my limiting belief. There's something about self-worth in this field, a gap that I believed I needed to make up before moving forward.

These things are not rational.

You may have a low money tolerance because as a small child you heard your parents arguing about a $600 washing machine purchase in one of those "listening at the top of the stairs" moments. That number got installed for you, as most head trash is. And for decades you've been walking around with this unconscious belief fueling the voice in your head that says, "That's a lot of money!" whenever you encounter a price at or above it. "Yeah," you reply to yourself unconsciously. "It sure is." And this drives your emotions and actions.

Identify that moment, clear it, replace it with something else (note that it'll be a NEW limiting belief: a higher figure of "That's a lot of money," but still a fake story you're telling yourself!), and your range of possibilities will expand.

Few things are more exciting than getting rid of head trash, and observing what you or someone you like can now imagine as possible.

>> Jason Kanigan is a business strategist. Book a call to discuss your situation with Jason using this link. <<

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SaaS AdLabs Interview with Jason Kanigan

Interview With Jason Kanigan by Luis Camacho

SaaS AdLabs hosts this interview with Jason Kanigan on the unexpected challenges of scaling tech firms. We cover:

  • the biggest issues Cold Star sees over and over, in both small companies and larger firms, that block them from scaling smoothing and fast
  • Why franchising may be the wrong option for you, and the things you need to think about before considering using it as a growth tool
  • What tech firms can do to dramatically lower their cost of customer acquisition...and why nearly all founders cut themselves off from this possibility
  • Why all SaaS companies should have a dedicated individual which job is to figure out way to reduce churn rates.

Watch the full interview right here:

Process Engineering for Scaling Tech Firms

Business owners whose time is tied up, whose management team is stuck in a complex mire of training employees and outsourcing, who are tired of seeing quality issues that should have been fixed long ago...these folks are in a situation Cold Star Tech can get them out of. Process engineering is the key tool for accomplishing a better outcome, and getting business owners feeling confident that they have clarity.

interview with Jason Kanigan SaaS AdLab

>> Jason Kanigan is the founder of Cold Star Technologies, a professional services firm focused on helping tech and manufacturing companies smooth the bumpy road of scaling fast <<