I’ll admit it. I’ve been riding a successful sales letter for over 5 years. With very few changes, one of my websites has quietly been making me money, day in, day out, even while I sleep, since it was first written with the help of my business coach back in 2006.
However, there is no doubt it could be making me more money if it were improved. So despite the fact that I’d love to just let it sit there and continue to deposit money into my bank account automatically, the reality is that it’s time to work on it to increase the conversion rate to bring in more new customers to my business.
Earlier this year we added a video sales letter version, and that boosted results. But I’ve recently hired copywriter Jason Leister to do a full review of the copy, and I will likely hire him to re-write it. After that, I’ll record the audio version of the sales letter and perhaps have Vince Palko create an adtoons video (like we have here with our New American Dream presentation).
The sooner I fix this, the sooner my business will grow. What’s kept me away from this, besides being busy with Early to Rise and my new 24/7 Fat Loss business, has been complacency.
But I know better.
In fact, during my daily document reviews each day, I go through a summary of Dan Kennedy’s best information delivered at a seminar he called, “The 7-Figure Academy: 7 Steps to 7 Figures”. In his section about Overcoming Resistance, he teaches that, “7-figure earners have extreme complacency resistance. You can’t rest or try to sustain the status quo. You must be finding the replacement for the replacement.”
This means the business you are in now likely won’t be the business you are in two years from now, five years from now, and certainly not ten years from now – particularly if you want to keep growing your income.
You’ll move from the “doer of the thing” (i.e. the accountant) to the “marketer of the thing” (i.e. marketing to get more clients into your accounting business). You may even then move to the “teacher of the marketing of the thing”. Each time you resist complacency and grow outside of your status quo, you will increase your income.
In my fitness business, that sales letter written in 2006 has spawned a membership site, a fitness trainer certification course, and a business devoted to helping other fitness experts build their websites. For several years these provided me with an excellent income.
However, the last six months have seen the most rapid evolution of my business yet. First, there was the move to taking control of Early to Rise with my business partner Matt Smith. Second, there was a massive product launch in the fitness industry with another business partner, Joel Marion.
But we aren’t stopping there. Matt and I are working on a joint venture where Early to Rise will be partnering with one of the biggest seminars in the information marketing industry. We also have plans to expand our coaching groups and create many new success blueprints for Early to Rise readers. We simply aren’t satisfied with the status quo of just delivering great content and business wisdom on a daily basis. There’s much, much more to accomplish.
2012 is going to be a big year for Early to Rise, and it can be for you too, despite the current economy. The truth is that if you are willing to resist complacency, to challenge the status quo, and to overcome your innate desire to remain within your comfort zone, then you can continue to grow your business in bad times and in good.
As Dave Kekich, another one of my “Daily Document Mentors” writes in his first Kekich Credo, “People will do almost anything to stay in their comfort zones. If you want to accomplish anything, get out of your comfort zone. Strive to increase order and discipline in your life. Discipline usually means doing the opposite of what you feel like doing. The easy roads to discipline are setting deadlines, discovering and doing what you do best and what’s important and enjoyable to you, and focusing on habits by replacing your bad habits and thought patterns, one-by-one, over time, with good habits and thought patterns.
That’s worth repeating. Resist complacency and focus on replacing your bad habits and thought patterns, one-by-one, over time, with good habits and thought patterns.
“The failure to act is much more often the product of inner, emotional resistance than external resistance,” Kennedy explained at his seminar. “To move forward you must give up your story, whether it is excuses about your childhood, lack of education, your ‘bad luck’, your unsupportive family, where you live, etc.”
Resist complacency to reinvent your business.
Resist complacency and instead, always be testing new things.
Resist complacency and get out and network.
Resist complacency and start evaluating new markets.
Resist complacency and evolve.
Resist. Resist. Resist.
“Resolve your own internal resistance. A 7-figure earner has no margin for such weakness,” Kennedy concluded.
It is up to you. And you can do it.
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The Role of Reinvention in Your Life and Business,