The Joel Roberts Way to Make Profits from Problems
The Joel Roberts Way to Make Profits from Problems
His list of clients speaks for itself; it includes Harv Eker (Secrets of the Millionaire Mind) and Stephen Covey (The Seven Habits of Highly Effective People), and he is also the official media coach for Chicken Soup for the Soul.
The last insight I shared was from Chet Holmes, and he said to focus on the market data. That again is focusing on the problem. Chet’s advice is to build the pain until they can’t stand it any longer and they have to take action.
Joel Roberts has a similar but unique perspective.
How Do You Get The Attention Of The Mass Media?
Joel used to be a talk show host, and a lot of people wanted to be guest feature on his radio station. He shared some key insights and points on things that we don’t usually think of, but it’s useful because you can learn how to leverage public relations.
If you’ve ever seen him speak at a live seminar, you’ll understand why he gets a standing ovation -he’s politically incorrect yet funny at the same time.
"When The Stakes Are High and the Moment Is Brief"
This is the basis of his positioning, because he knows that you only have a snap-second to either get people’s attention, or not. That’s how he became super successful. His experience in radio taught him that it’s all about cliff hangers and building suspense, otherwise people go to another radio station.
He says that the #1 mistake that people make is that they have the temptation to jump to a solution before they have really talked about the problem. He notices this again and again. To illustrate his point, he had 10 people come on stage, pretend they were on his radio station. They had to talk and try to engage the audience.
He humiliated all 10 of them –it was like stand-up comedy. I tried to get on stage to be humiliated, too, but unfortunately, he didn’t do me the favor.
Define the Problem
Joel really focuses on defining the problem that you are trying to solve. You should not talk about the solution before you have talked about the problem.
He also has a very unique way of peeling things back –he thinks really differently, and that’s what I really enjoyed. He gave this example:
Initially, 100 years ago, there was music...and you couldn’t get it on the go. There was just no recorded music. The problem was recording music, and that gave rise to the gramophone. That, initially, was how you had music in your home. Then, you had radio –although it wasn’t portable, you now had music everywhere, all the time. But it wasn’t your music. So along came the walkman. And then, the famous iPod.
The iPod focuses on the last problem that hadn’t been solved: recording music had been solved; having it anywhere had been solved; having your own music anywhere had been solved…what hadn’t been solved was how to have 10,000 songs –your entire music library – in your pocket. , That was the gap that the iPod came to fill – that was THE positioning.
It was the last problem that hadn’t been solved.
The most obvious lesson is this: don’t focus on the first problems that came before and have already been solved: focus on the very last problem that you haven’t solved. Why? Because the others are so obvious that everyone is doing it.
That’s how not to get attention - a class I won’t be teaching.
The Joel Roberts Way to Make Profits from Problems - To learn more about this author, visit Michael Reining's Website.
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Joel Roberts used to be with KABC radio in Los Angeles. He went from radio to marketing, and he now trains people on how to become direct marketers.
His list of clients speaks for itself; it includes Harv Eker (Secrets of the Millionaire Mind) and Stephen Covey (The Seven Habits of Highly Effective People), and he is also the official media coach for Chicken Soup for the Soul.
The last insight I shared was from Chet Holmes, and he said to focus on the market data. That again is focusing on the problem. Chet’s advice is to build the pain until they can’t stand it any longer and they have to take action.
Joel Roberts has a similar but unique perspective.
How Do You Get The Attention Of The Mass Media?
Joel used to be a talk show host, and a lot of people wanted to be guest feature on his radio station. He shared some key insights and points on things that we don’t usually think of, but it’s useful because you can learn how to leverage public relations.
If you’ve ever seen him speak at a live seminar, you’ll understand why he gets a standing ovation -he’s politically incorrect yet funny at the same time.
"When The Stakes Are High and the Moment Is Brief"
This is the basis of his positioning, because he knows that you only have a snap-second to either get people’s attention, or not. That’s how he became super successful. His experience in radio taught him that it’s all about cliff hangers and building suspense, otherwise people go to another radio station.
He says that the #1 mistake that people make is that they have the temptation to jump to a solution before they have really talked about the problem. He notices this again and again. To illustrate his point, he had 10 people come on stage, pretend they were on his radio station. They had to talk and try to engage the audience.
He humiliated all 10 of them –it was like stand-up comedy. I tried to get on stage to be humiliated, too, but unfortunately, he didn’t do me the favor.
Define the Problem
Joel really focuses on defining the problem that you are trying to solve. You should not talk about the solution before you have talked about the problem.
He also has a very unique way of peeling things back –he thinks really differently, and that’s what I really enjoyed. He gave this example:
Initially, 100 years ago, there was music...and you couldn’t get it on the go. There was just no recorded music. The problem was recording music, and that gave rise to the gramophone. That, initially, was how you had music in your home. Then, you had radio –although it wasn’t portable, you now had music everywhere, all the time. But it wasn’t your music. So along came the walkman. And then, the famous iPod.
The iPod focuses on the last problem that hadn’t been solved: recording music had been solved; having it anywhere had been solved; having your own music anywhere had been solved…what hadn’t been solved was how to have 10,000 songs –your entire music library – in your pocket. , That was the gap that the iPod came to fill – that was THE positioning.
It was the last problem that hadn’t been solved.
The most obvious lesson is this: don’t focus on the first problems that came before and have already been solved: focus on the very last problem that you haven’t solved. Why? Because the others are so obvious that everyone is doing it.
That’s how not to get attention - a class I won’t be teaching.
The Joel Roberts Way to Make Profits from Problems - To learn more about this author, visit Michael Reining's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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