When my partner, Ed Earle, and I started our company, Y2 Marketing in 1994, we were full of big ideas and impossible dreams. Our original goal was to take all of what we have learned about marketing, advertising, and business development and create a step-by-step system for innovating and marketing any product, service or company.
Of course, there were dozens of other marketing programs, books, seminars, and gurus offering advice at that time, but nothing out there said: "Ask why before how or what. Do this first. Do this second. After that, do this, this and this. And use these templates and evaluations to make sure you're doing it right. And if you need to make corrections, take these steps. And, you will be assured of this result."
That kind of systematic and strategic approach just didn't exist. We knew that we could create it, but since it had never been done before, it was a big project.
With a system in place, we could show companies exactly what we were going to do, exactly how we were going to do it, and predict the results they could expect. We knew if we had a system, we could show them our strategy and methodology for getting results-something no other marketing consultants, advertising agency, or growth guru in the world could do-then or now.
We also knew that if we could create a marketing system, we could scale our business. If we had a system, we could train other qualified people to run that system, leverage the system, and grow our company into a national powerhouse. We could add more value to more companies worldwide.
During our first three years, we worked non-stop to develop and perfect the system. During that time, we held seminars every month while we tweaked and fine-tuned the system. We also worked on hundreds of clients and proved that the system got results. The end product of those long days, weeks, and months is the Monopolize Your Marketplace (MYM) system and model.
The MYM Model
Our marketing system is a series of steps implemented over the course of a few months. Each step is multi-tiered and takes some know-how to properly execute. The following model shows how these steps are integrated into a business growth system.
We have spent thousands of hours perfecting this system to allow us to put your marketing together relatively quickly and easily.
We want to give your business an extreme makeover. Obviously, going from the "before" picture to the "after" picture takes know-how and hard work. It's easy to understand how to overhaul your marketing program, but it's not so easy to do. The purpose of this book is NOT to train you on every detail of marketing; instead, we want to educate you so you have a clear vision of what your marketing is supposed to achieve, along with the steps, processes and strategies for making it work. We also want you to apply these principles and thereby gain a significant advantage over your competitors.
Many business people mistakenly assume that when you talk about marketing, you're automatically talking about tactical marketing-placing ads, generating leads, sending out mailers, attending trade shows, implementing a follow-up system. But that's all tactical stuff. They fail to realize that the strategic side-WHY you do what you do in your marketing and WHAT you say-is almost always more important than WHEN and WHERE and even HOW you say it (the tactically deployment).
If you fail to make this distinction between strategic and tactical marketing, you risk eliminating some forms of marketing and advertising that should be a part of your tactical plan, simply because these methods haven't worked for you in the past. When results are less than optimal, most people blame the marketing medium-the tactical part of the plan-without regard for the strategy behind that marketing piece! People often say, "We tried radio and it doesn't work for our business." Or, "We sent 50,000 pieces of direct mail and only got back 16 orders. It doesn't work!" Well, maybe that's true. But just because it didn't work, don't assume that it won't work.
As we successfully implemented the MLM program, we focused on teaching people how to grow their business and powerfully communicate their unique advantages to their target market. With the MYM system in place, we found the caliber of our clients went up dramatically. Now, we could participate in the profitability of the projects, too. This proved to be extraordinarily profitable for both us and our clients.
At that time, we had to decide: Either we could add more clients and double our client load, double our income, and within a few years, amass personal fortunes and retire by age 35. Or, we could help thousands of other people do the same thing.
Our dilemma wasn't financial-it was philosophical. We felt then, as now, that we have been given a stewardship, and we take that responsibility seriously.
In the Parable of the Talents from the New Testament of the Bible, the master of the servants gave one servant five talents, or units of value, the second servant two talents, and the third servant just one. The master then left, but returned after a season to see what they had done. The servant who had been given five talents turned them into 10, doubling his value. The second servant turned his two talents into four. The third servant, however, buried his talent and didn't turn it into anything. The master cast the servant out and gave the one talent to the servant who now had 10-the one the master knew he could trust with things of value.
So, when we assess our situation and the MYM system we have developed, we feel like the servant who has five talents. But with talent comes responsibility. It would have been easy to limit our clients, make a few extra million dollars apiece, and then retire. But we knew that route would be like burying the talent we had been given. Instead of burying that talent, we decided to expand our horizons and make this the MYM system available to a wider audience.
Use the System to Grow
We want you to grow your business using Y2Marketing's Monopolize Your Marketplace system. By making you more successful, we build Y2 Marketing into the leader in results-based marketing.
People ask us constantly, "Why do you do this?" Our passion is to help people become financially free. We offer this program as a way to achieve financial freedom-so you can do whatever you want with your time and money long before you reach age 65, when most people's lives and energy have been sapped by running a rat race for 40 years. We all have a bigger purpose in life than just making money. It's what money can buy us that makes it so valuable-the freedom to pursue worthy causes in life. Financial freedom buys you the time to dedicate your life to your true passion. This powerful marketing system can take you where you want to go, financially and personally.
In marketing, there's a lot of difference between knowing what the business supposed to look like and knowing how to make it happen-and then doing it. By using the MYM system, you will know how to make it happen and then do it.
In Search of a Marketing System - To learn more about this author, visit Ernst Marsig's Website.
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Ernst Marsig
(Visit Ernst's Website)
At Monopolize Your Marketplace... where
you'll find information, advice, and
solutions for any marketing situation you
may face. The days of simple selling are
over, and just being aggressive in the
marketplace isn't enough to win in
business anymore. In today's crowded
marketplace, you've got to find new ways
to break through the clutter and connect
with your prospects.
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