“And God said, Let there be lights in the firmament of the heaven to divide the day from the night; and let them be for signs, and for seasons, and for days, and years:” Gen 1:14

A year is one trip around the sun meaning that our planet has to spin on its wobbling axis about 365.25 times to make a full circuit. The wobble itself (imagine a spinning top that is also slowly wobbling) takes about 25,920 years to complete one wobble through the equinoxes.

But what do we do with a quarter of a day? Well, we ignore it for three years, then we add it to the calendar to help prop up the shortest month of the year, February… as if we needed another cold, slushy, freezing, winter day! Why not put it at the end of August so every four years we could have an even longer Labor Day weekend? (just kidding)

Unfortunately, I am not in charge of changing the calendar, but I can influence how this day turns out so I’ve decided to brighten up your day with something we can’t do again until 2012… I am offering you our top three, most responded to offers from last year with lots of free, valuable gifts to make this a very special “Leap Day”. Take a look at what you missed. It might just be what you need to leap through the gate in 2008!

Here are the choices…

1. The RainCatcher’s Secret: 7 Ancient Paths to Wisdom, Wealth and the Wonder of God as modeled by the Old Testament dwelling of God, the Tabernacle of Moses. This was our most requested offer last year! Take a look at what it includes.
2. Christian Wealth Building with yours truly and John Muratori. Check this one out as we still have a few of his Rich Church Poor Church books we are giving away on this one.
3. Selling Among Wolves Audio Coaching Program… The famous “geek” special. Our in-house “geek” made a serious error on one of our offers so to make up for the frustration it caused, we offered our training program at an unbelievably low price. If you are in a sales related business, this is the best offer you will on that program this year. Click here now.

Happy Leap Day!

Last chance! Still 2 calls to go with David Johnson from Epiphany Marketing. Here’s the last round of guest content from him…

Yesterday, we talked about focusing on your customers. I’ll be the first to admit that without intentional effort, it’s easy to begin to drift away from listening closely to them. But in business, this can be a costly mistake - even when times are good and business is strong. In those times, missing out on subtle cues from your customers can cause you to miss the opportunities to serve them that you’re leaving on the table.
In the 21^st century, however, we have some amazing new tools for listening to what customers want. If you have a website, for example, you should be able to monitor a variety of statistical information that lends remarkable insight into what your customer base is looking for and, in fact, how close to the mark you’re getting.

Visits
For example, which pages on your website are getting visited? Where is the traffic coming from. If your website is strategically set up (in other words, it doesn’t just “look” good), you’ll have different “pages” of content that focus on various product or service offerings. Websites that are set up according to the methods that I use are getting large percentages of their traffic from search engines. This means that traffic coming in to the site is arriving because our content is attracting them to the particular pages they are visiting. By evaluating traffic data to your site, you can see which offerings are doing all that attracting.

Search Terms
Your website statistical information should also tell you exactly someone typed into Google (for example) to cause them to arrive at your site. This helps you in a couple of important ways. First, it tells you if you’re attracting the folks you want to attract. If your website talks about auto repair in Indianapolis, and you’re getting traffic for the Indy 500, then you need to re-evaluate your content (or if better yet: sell ads!). If the search terms line up with what you have to offer, then the second thing those terms are telling you - very specifically - is what your customers are asking for. If you evaluate this data over a meaningful period of time, you can check your product and/or service offerings and see if you should consider doing some repackaging or some new promotions.

What I’m describing in today’s content is really the tip of the iceberg. But, this is the type of strategic information that most companies who have invested in the web have not been trained how to use. I hope you find it useful to you.

Today at 1pm & 3pm (US Eastern) are your last opportunities to join David and I. Click here to choose which time you’d prefer to join us. We’ll talk to you then!

By now, you’ve been enjoying what David Johnson of Epiphany Marketing has been sharing with us on marketing for several days. Don’t forget our conference calls beginning later this morning. Now here’s David…

Yesterday, we talked about listening to your customers to pay attention to the “why” behind their purchases. Today, we’re focusing more on the “who.” It probably goes without saying that another critical component in getting to know your customers and clients is that you gather as much demographic and psychographic information about them as possible.

If you’re a larger company or if you serve multiple market segments, then you need to compile this data for each of your major product or service offerings. Look at factors such as whether they are businesses or individuals, single or multiple decision-makers, one-time or recurring purchasers, their age, gender, location, background, likes and dislikes, etc. My clients and students use a 16-point questionnaire as a starting point to build a profile of their typical buyer.

The main goal for this is that when you’re working to craft a message that will impact your customers (or future customers) meaningfully, you must be intentional about who you’re “talking” to in your marketing. Your customers will ignore (read: not take action on) your messages that they don’t connect with personally. This seems obvious, but for some reason we tend to get temporarily stupid when we get to this point. Many a potentially great marketing effort has been stymied when the intended audience is left out of the equation. We end up with efforts that are focused on us and not on them - in more ways than one.

I say it often: you are not your customer. I frequently have my clients and students find a photograph that represents their ideal customer, and hang it on the wall. Then we have them craft everything as if it were intended for that one person.

Take some time to look back at your previous marketing efforts. Be honest with yourself and ask yourself how narrowly focused you’ve been on your ideal customer. Notice any trends?

Tomorrow: why it’s so easy to focus on your customer in the 21^st century. Don’t miss it!

Here’s your last chance to get in on today’s conference calls with David and myself. Does Friday work better for you? Choose your best time right away!

Have you signed up for one of the conference calls yet? Details will follow today’s guest content from David G. Johnson of Epiphany Marketing…

So far this week, we’ve focused on you and your identity as a business. Now it’s time to do something every bit as critical and just as important, if not more so: focus on your customer.

Something that continues to amaze me is how easy (and common) it is for businesses to lose touch with their customers and clients. Just as you must know your own identity, you must also get clear on the identity of your customer. This is both harder and easier than it sounds. Customers are diverse, which is why it seems to be a daunting task to keep in touch with who they are. That being said, it is critical to look for and discover the common factors in your customers that are keys to the big question: why are they buying from you?

One of the easiest - and most often overlooked - means of getting to that answer is to very simply ask the question. When was the last time you got a list of some of your best customers and called to ask them, out of the clear blue sky, “Why did you buy?”

Let me guarantee you something. If it’s been a while since you’ve done something like this, you may have some ideas about what they’ll say, but the answers will surprise you. You will learn something. And what you learn will be important.

The fact is, we tend to give lip service to the idea of listening to our customers. Listening to and getting to know them is something that occurs only deliberately and with focused, intentional effort. It’s a lot like a marriage. If it’s going to last, it’s going to take work. Sometimes it’s easier to let customers slip away due to neglect than it is to face the painful fact that they may tell you something that you don’t want to hear. I don’t know about you, but I’d rather hear that thing I don’t want to hear because I asked than by letting them speak with their dollars.

I may have to give up my pet project that is missing the mark. But, when there’s a good match between my identity (which I’m hopefully now clear on) and what the customers are begging for, shouldn’t that be my pet project anyway?

More on this subject tomorrow…

In case you missed my invitation, please join David and me for one of our conference calls tomorrow and Friday. Some of them are already nearly full, so you need to choose your best time slot right away!

My fellow marketplace warriors…
I want to invite a few of you to a special conference call at the end of this week. Let me tell you why and then please let me know if you can make it. As you may know, our mission is to help believers worldwide build successful businesses so they can in turn (with their profits and influence) make a significant and lasting impact on the culture within which we live. How you make that difference is up to you. Helping you succeed in that calling is our privilege and our mission.

A mere 18 months ago…
Our business was dependent on me going out somewhere in the world and doing consulting or training. Product sales were minimal and not much of a focus. The revenues generated through our website were limited to five or six hundred dollars per month. Insignificant. I began applying some of the rainforest lessons to business and it grew substantially. Then we retained on a consulting basis, David Johnson of Epiphany Consulting to really help us establish a long term, reliably growing stream of income using the internet.

Last quarter what used to be less than a couple thousand dollars per quarter, was over $100,000 using the internet. That’s 50-fold increase! Our ranking on search engines has also improved significantly, our number of e-mail subscribers has more than doubled, and many good things are occurring. I know there are many of you who could benefit from his knowledge so I asked him last week if he would be willing to get on a conference call with me and share some of his wisdom and experience with you. He agreed with one stipulation…

He wants to focus his input…
…on folks who have an established business or who are responsible for generating leads or demand for an established enterprise. For example, one of his clients is a specialist in the medical profession who got virtually no business off his website and was skeptical that people would come to him via the internet. But… he was wasting money on ineffective advertising and he knew it. About a year later, over 50% of his patients find him from the internet, due to the help David was able to provide.

David and I have set aside several time slots this Thursday and Friday to discuss specific strategies to help you experience similar results. This is not for everyone, but if you want to grow your business using 21st-century strategies, you are welcome to join us. Register here now so you can be sure to reserve your spot on one of these conference calls. (As always, we are limited on the number of callers we can have on each conference call, so it’s a first-come, first-served basis.)

Warmest regards…

Michael Q. Pink

P.S. Get your calendar out and choose your best meeting time now… these calls will fill up quickly!

Today, we continue with guest content from David G. Johnson of Epiphany Marketing.

Yesterday, we talked about getting clear on your identity. Knowing who you are is absolutely fundamental to marketing - no matter what business you’re in. So… what business are you really in?

The Starbucks example is a fun one (thanks for the great feedback, by the way). They definitely sell coffee. They make a variety of beverages. Legal addictive stimulants are in virtually every beverage they make (does anyone really buy decaf?). And they truly create an experience designed to bring pleasure to the senses… to truly entertain. Of course, this is the factor that adds the most value to the commodity they sell and… yes, it’s why people pay more than they have to pay every single day. Starbucks customers are not buying just a commodity. Are yours?

Given that they could key off of any of those options (there isn’t a “wrong” one in the list), do you see the far-reaching implications of their choice? That simple, critical decision will determine virtually everything about the marketing decisions they make. And yet, simple as it is, when you’re working on this for your own business, this step can be one of the most difficult. Why? Because most of us are dealing with some degree of fuzziness about our identity.

If you are fuzzy about your identity… how can your customers and future customers possibly be clear that you are the right choice to meet their needs? Fuzzy logic may be great in mathematics, but in marketing it’s deadly. It’s the difference between nailing the bullseye and missing the target entirely.

Don’t make another marketing decision until you settle this essential question. You’ll get your best results on this work when you pair up with someone outside your business who can serve as a “sounding board.” As my clients and trainees have all heard me say, you can’t read the label from inside the bottle.

Tomorrow: who are your customers?

Don’t miss the upcoming conference call on marketing that David and I will be holding. All the details will be in your inbox shortly!

None of us got to where we are without the help of others. One of the people who has contributed to the success we had at Selling Among Wolves in 2007 was David G. Johnson of Epiphany Marketing. His specific area of influence had to do with the growth of our business using the internet. Because his input was valuable to me, I thought his input might be valuable to you as well. With that in mind, I have asked him to contribute the content for the blogs this week. He is limited to just a few blogs this week, so I suggest you don’t miss a one of them.

In my work with clients over the years, one thing I’ve observed is that most marketing mistakes made by businesses both small and large come from a fundamentally poor understanding of the real identity of the business. If you don’t know who you are, how can you properly introduce yourself to your future customers? In truth, how can you have any real clear idea about who your future customers are if you aren’t crystal clear on who you are? It’s an extension of a personal identity crisis that gets carried over into the business world, and it’s much more common than I ever would have imagined had I not observed it first-hand again and again.

To illustrate this phenomenon, I’ll let you in on one of the processes that I take nearly every client through to help them better understand who they are. It’s actually a very simple process, but is typically overlooked. It begins by asking the very simple question: what is your true product or service?

Before you respond with the most obvious answer, let me ask it a different way. What business are you really in?

Most companies (and this is particularly true of small businesses) define themselves too specifically and do not think about the answer behind their answer.

To illustrate this, let’s use a well-known company as an example. Starbucks roasts coffee beans purchased from growers all over the world and sells them primarily by making drinks out of them in their local retail stores. What business is Starbucks in?

a. Coffee

b. Beverages

c. Legal Addictive Stimulants

d. Entertainment

Be sure to watch your inbox for details of an important marketing meeting David and I will be holding very soon!

There are many identifiers of true humility, but one which is often overlooked is prayer. When we don’t pray, we are saying in effect, “I can handle this myself.” When we do pray, we are acknowledging our lack of ability and/or lack of trust in that ability and asking for God’s influence, help, and aid in the situation. The more capable you are, the more you better learn to depend on God, or you will set yourself up for a fall.

One way to do that is to always be stretching beyond your comfort zone, beyond your known abilities and into that area where fear rears its ugly head. If you are not facing down fear, you are probably not attempting very much. If fear is paralyzing you right now, you are quite close to deliverance. You are entering the faith zone, where you must walk by faith and not by sight.

Get up a little earlier just to spend time with the Father. Read His word and then just get a pen and paper and listen. Write down the thoughts He gives you and obey. This is called listening prayer. So much of our prayer time is us telling God stuff He already knows and asking Him for things or favor, etc. But what He wants to give us more than anything is Himself, His presence, His love. He wants us to cognitively experience Him. Train yourself to be quiet and wait upon the Lord. How long should you wait? Until you experience His mercy (favor, grace) (Psalm 123:2)

In the end, you will find new strength, mount up with wings like an eagle and soar. When you run, you will not be weary and when you walk, you will not faint. (Isa 40:31)

Humility carries with it the greatest of benefits… God promises to give grace to the humble. Grace is undeserved but yet freely given to the humble. Grace is more than unmerited favor. It is the divine influence upon the heart. As I understand it, grace is God’s Spirit coming upon us, affecting our desires and turning our heart.

Somehow His grace makes it possible to walk through any trial. It is God enabling us to do what we could never do on our own. It is God strengthening us in our innermost being to face what we would never wish to face. The test becomes a contest between the trial itself and God’s ability working through us. If we let him work through us and obey His instruction, it will confound the enemy and secure the victory.

Running scared today? Bring those fears to God. Lay them at His feet. Humble yourself by leaving the consequences in His hands. Acknowledge your insufficiency and rejoice in His all sufficiency. God resists the proud, but gives grace unto the humble. Submit yourselves therefore to God. Resist the devil, and he will flee from you. Draw near to God, and he will draw near to you. Cleanse your hands. Purify your hearts. Cease from being double-minded. Admit with all candor your failings. Let your heart be broken, contrite and repentant. When you humble yourself in His sight, He will lift you up.

“LORD, You have heard the desire of the humble: You will prepare their heart, You will cause Your ear to hear.” (Psalm 10:17)

For quite some time now, I have needed a clear directive from God on something. I wanted His guidance to make a very difficult decision that I have been agonizing over for a very long time. Biblical verses lined up on both sides of the decision. Godly people faced with a similar decision have come down on both sides of this issue. Even principle seemed to be on both sides though pragmatism leaned more on one side. I didn’t know what to do and the decision carries significant, life altering ramifications. Ever been there?

I spent Monday afternoon walking in the woods, praying, but hearing nothing. My wife had ordered a book by Mary Geegh, a missionary to India most of her life, called God Guides, made available from PrayAmerica.org which we received in the mail Wednesday. The focus of the book is what she calls “listening prayer.” The premise being, “When man listens, God speaks; When man obeys, God acts; When God acts, men change.”

I realized that so much of my prayer time was me telling God stuff He already knew and there was very little deliberate effort to silence those things competing for my focus and simply wait in silence to hear from Him. There was no blog yesterday because when I set my heart to wait and listen, I began to hear. He brought to mind a story I had read in God Guides and I heard him say “Go and do likewise.”

That was truly an answer but I needed more so I asked Him to confirm this by telling me which verse that was. I heard a verse and indeed it was so. Because of the magnitude of this decision, I asked Him for another verse that dealt with this issue. Immediately He told me. Knowing what I had to do, I asked Him for one more, just to be double-dog sure. He gave it to me. Even though I had not wanted to make that choice, I obeyed right away… consuming the rest of my morning.

How this will unfold is unknown to me, but after years of struggling with this question, I had my answer. I would be foolish to disobey.