I’ve never done this before, but I’ve decided to reprint an article from our SIGNED UP email newsletter. For those of you who’ve already read it, bear with me; it might be worth reading again. If you’re not a subscriber, and you find this interesting, please take the time to go to our website and click on the button to sign up for your free subscription.

We don’t just sell sign equipment and supplies. Our intention is to inspire every reader to nurture your business with gratitude and joy, thereby encouraging it to flourish and grow. Our publications are just one way we attempt to do this. So, if there’s anything else you’d like to see on our website, in our email newsletter, or in this newsletter, let us know. We’ll do our best to provide it for you.

Deja Vu
News-wise, we had an inspiring time in our booth at the Western Canadian Imagemakers show in June. It was a worthwhile investment. Congratulations to Ron Reyes of the Flag Shop in Vancouver, who was the lucky winner of our iPod Nano door prize. In fact, congratulations to everyone who showed up for the show. Pat yourself on the back - you've taken a big step toward growing your business.

According to T. Harv Eker, author of the best-selling book, Secrets of the Millionaire Mind, "One step in the right direction is worth a hundred years of thinking about it.”

Near Sighted
But don't stop at attending the show. Further action may be required. I witnessed some sadness, while working at the show, when one attendee showed great interest in a book we had on display - until they saw the $77 price tag. When I explained how valuable it would be to their business - that the info contained was worth at least $1,000 - they pronounced, "But I don't want to pay for it." Sad.

Here's the deal: There are expenses, and then there's leverage. If $77 can ultimately turn into thousands of dollars worth of business, then the return earned on that $77 investment is several hundred percent. Now, you decide, is it worth it?

Double Vision
I'm going to share a secret I learned at the World's Greatest Marketing Seminar, where I studied under renowned marketing geniuses, such as T. Harv Eker and Jay Abraham. When planning your business strategy, if you want to see incredible profits - of course you do - it should look like this:

65% of energy should be expended on marketing, 25% on production/inventory, and 10% on operations. What do I mean by energy? Energy consists of any effort you put in, including money, time, and labour. Does your strategy look more like the inversion of the above model? If that's the case, and your profit margin is lower than you’d like, and/or sales in general 'suck', now is the time to turn things around. I mean that quite literally. Give the wheel a 180 degree turn, and watch your results change for the better.

Are you ready to fill your pockets with profits instead of debt? When you do your 'conceptual' business balance sheet, operations expenses will always be on the liabilities side. Production/inventory costs can go either way, depending on the amount of marketing to back it up. (Remember, anytime you try to save money by not spending any on marketing, you actually LOSE money.) Where do you want to put advertising and marketing energy? On the asset side, of course.

Far Sighted
Yes, we're being creative here, but smart, cost effective (the operative words) marketing will increase your profits. Marketing step #1 is to research your market to discover the product or service your customers want. It's useless to try to sell them what they don't want (believe me, we've tried)! Step #2 is to discover the most cost effective methods of advertising (getting your word out). Cost effective meaning a decent return on your investment. This is smart marketing.

The most popular method of advertising in the sign industry, I've discovered, is 'word of mouth'. Obviously it's cheap, but what is the return? For those of you who use this as your only advertising method, how's it working for you? My advice - don't stop here. Coca-Cola or McDonalds, for instance, have not grown into billion dollar enterprises by relying solely on word of mouth. Don't be afraid to think like the big guys. 

Tunnel Vision
The important point in life, as well as business, is to think 'abundance', rather than 'lack'. If you focus on what you can't afford, guess what, you'll definitely get more of the same - never being able to afford. Instead, focus on abundance by putting energy, including money, into smart marketing, and you will create abundance for yourself and your business.

So, the next time you see a $77 book or a $4,000 seminar/workshop, don't write it off before you consider it carefully. Can it provide an excellent return on your investment? How much will it do for both you and your business? By the way, an amazing $4,000 seminar - sound scary? - can be an excellent investment in personal motivation, as well as information. Motivation is the key to abundance.

You will be positively blown away by how the right seminar will increase the well-being of both your personal and business life. I've personally spent multiples of that amount, and the results have been worth every penny. Both my financial and spiritual bank accounts will attest to this. I recommend getting references for good books and good seminars, as well as trade shows, and investing your money in them. If you choose wisely, you will be very pleased with the results.

Visionary
By the way, the book in question is Vinyl Sign Techniques by Jim Hingst. It really is a worthwhile investment. You can check it out on our website. While you’re there, please take a moment to see how else we might help you. Our website is famous for having a lot of information. You just might get some questions answered there. If not, give us a call - we’ll do our best to find you solutions.

Our heart is with your business,

Team SignEquip by Corbins

 

 

<previous

return to intro

next>