July 6, 2017

A Lack of Quality Marketing: Pivoting at 30,000 Feet Up in the Air

What if I gave you $100,000 in cold, hard cash, totally tax-free, for you to invest into your business any way you saw fit. But with it came TWO RULES:

  1. You can only invest it into quality MARKETING to further scale your business.
  2. You must invest within 24 HOURS.

What would you do with the loot?

Would you run an ad in your local newspaper, something that worked like magic back in the ‘90s, hoping that it might just work again? Would you give it to some website SEO company promising to make your phones start ringing? What about dumping it all into pay-per-click (PPC) ads? Would you hire a new web designer? Social media? Run a ton of Valpak ads? Hire a person to dance and swing a sign outside of your office? Internal promotions?

Come on now, you can’t be serious? Whatever it is that you’re doing right now, just stop and take a deep breath. Drop your shoulders. Now, give this some SERIOUS thought for the next seven seconds . . .

Quality marketing is an acquired learning process!

In other words, you learn it along the way as you skin your knees building your business. Unfortunately, though, not all of us learn how to market our business before it’s too late. In fact, the percent of small businesses that fail is incredibly high.

  • Only 66% of small businesses make it past the first 2 years
  • Half survive 5 years
  • 1 in 3 survive 10 years

*Source: U.S. Small Business Administration, Bureau of Labor Statistics, National Federation of Independent Business

Now, there are numerous reasons for why a business closes its doors. Too many to lay out here in this blog alone. But one of those reasons is a lack of quality marketing to drive profits.

Pivoting at 30,000 feet up in the air!

For me personally, it wasn’t until I was on my way to Chicago (30,000 feet up in the air) that all 37 trillion cells in my body experienced a pivotal moment. I realized that I don’t need everyone to walk through my doors in order to be successful. Nope, I just need the people that already have a yearning.

In his TED Talk, “The Tribes We Lead,” Seth Godin explains this idea of marketing to those who already have a yearning. He calls them tribes. Godin explains that the Internet has ended mass marketing and revived a human social unit from the past: tribes.

He explains that these tribes are founded on shared ideas and values, and that they give ordinary people the power to lead and make big change. He encourages us to create a movement.

How do you create a movement? You lead your tribe.

When you know why it’s crucial for you to start leading a tribe. Regardless of the type of business you own, the how totally disappears. It becomes self-evident when you know your purpose.

Now, what would you do with $100,000? It’s simple, you create a movement!

About the Author:


Brian Johnston is known for his unconventional style of writing. He's uniquely charismatic and brilliant, covering concepts both personal and professional. In addition to over 20 years of sales, marketing, and leadership experience for companies in MLM, chiropractic, dental, and finance; Brian is a doctor of chiropractic with success building, selling, consulting and brokering practices.

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