I always get a good laugh when someone comments to me that I must have had some really good luck to get to where I am today. LOL, if they only knew. Luck actually had nothing to do with it. Indeed, my success appears to have come overnight to the naked eye. Last year at this time Rich Gorman had a fledgling consulting business that was virtually unheard of. Just one year later our client list includes 5 of the largest advertisers in the world with 8 figure monthly budgets.
So how did we do it? Actually it’s pretty damn easy, so long as you’re willing to take on the mentality that you’ll do whatever it takes to succeed and refuse to get deterred by roadblocks. When a brick wall comes within your path either drive around around it, climb over it, or run right through the motherfu**er!
Here’s how I created the facade of an overnight success:
1. Act As If
This is a big one.
Nobody, I mean nobody, wants to work with someone that’s just getting started out. If you’re tight on cash, go out and buy just 1 nice outfit for the big meetings. It’s important to look the part that you want to become. Take the mentality that you will achieve the success that you’re shooting for, act as if you have already achieved it.
2. You’re Required to Work Your Fucking Ass Off
The simple truth is that very few people are willing to make the personal sacrifices I’ve made to get to where I am today. There’s a lot of excuses out there to choose from. i.e. You have to attend your kid’s basketball game? Go have fun at the game, just make sure you have your bases covered before you go. If the game is really that important to you then spend the night before working your tail off and get back to work after the game. Are you 9-5ing it? You’re extinct! Vacation time? Screw vacation time, you’ve launched a new business with the odds stacked against you. Work your ass off!
3. Accept failures and keep going
The U.S Small Business Administration estimates that over 50% of small businesses fail in the first 5 years due to the following:
– Lack of experience
– Insufficient capital
– Poor location
– Poor inventory management
– Over-investment in fixed assets
– Poor credit arrangements
– Personal use of business funds
– Unexpected growth
– Low sales
You are surely to fail in a number of the areas listed above. It’s vital that you recognize where you’ve fallen short. Study it and make sure not to repeat the same mistake again. Then move on.
If competition is beating you out, recognize that your strategy is flawed. Get back to the drawing board and devise a new strategy. Low sales? Focus on what the other top dogs in your industry are doing. They’re hitting sales for a reason.
I recently worked with a company that created a spray product for men. These guys were adament that their product was the best product on the planet. While it may have been, the way their landing page converted certainly was not indicative of a good product. After they blew through their first media buy they realized that their targeted CPA was NOT where they wanted it. Instead of making changes to their website so it would convert better, they started pointing fingers. They crashed head first into a brick wall that crossed their path.
4. So much depends on reputation, defend it with your life
Your reputation is the cornerstone to your success. Through reputation alone you can intimidate and win; once it slips, however, you are vulnerable, and will be attacked on all sides. Make your reputation unassailable.
Setup Google alerts on your name. Always be alert to potential attacks and thwart them. Things happen in life. A pissed of consumer might go online and blog about you or your company. Retain an ORM firm. Other successful people have entire firms devoted to protecting their online image.
5. Re-create yourself
Do not accept the roles that society foists on you. Recreate yourself by forging a new identity, one that commands attention and never bores the audience. Be the master of your own image rather than letting others define it for you. Incorporate dramatic devices into your public gestures and actions.
When creating DirectResponse.net, I had a totally unique design crafted that would garnish the attention of our readers. Does your website define you? Do you dare to be different?
6. Make Your Accomplishments Seem Effortless
Your actions must seem natural and executed with ease. The all nighters and weekend work hours must be concealed. i.e. Today is Sunday and I’ve been steady at work since sunrise and will keep going till well past sunset. It’s key to resist the temptation to reveal how hard you work – it only raises questions. Teach no one this trick or it will be used against you.
In order to get to where I am today I’ve toiled relentlessly behind the scenes. Last winter I was working 18 hours 7 days a week. Nowadays I can’t get away with that, as I have full custody of my daughter and am in a serious relationship (love ya babe :)). If you’re in a similar situation, define your workhours and go at it 110%. .ie. Today my girlfriend is with family and my daughter is sledding with her grandfather. Instead of sitting around watching football games I’m cranking out some serious work product. Getting ahead of the curve, woot!
7. Turn Setbacks Into Comebacks – Make No Excuses
This year my daughter’s mother was tragically killed in a car accident, I had 2 court cases, one of my largest clients lost his merchant account, and a thousand other things came up that were totally unexpected. Turn setbacks like this into triumphant comebacks.
I ended up gaining full custody of my daughter, enrolled her in a blue-ribbon school, and stopped paying childsupport. I won both court cases and my client ended up achieving a new merchant account with unlimited processing. What a comeback! Woot!
8. Play the Perfect Courtier
When you find yourself on the fast track to success, I can’t stress how important it is to recognize those that are superior to you. The perfect courtier thrives in a world where everyone revolves around success and political dexterity. He has mastered the art of indirection; he flatters, yields to superiors, and asserts power over others in the most oblique and graceful manner. Read Dale Carnegie’s How To Win Friends and Influence People.
9. Enter Your Industry With Boldness
If you are unsure of a course of action for your business, do not attempt it. Your doubts and hesitations will infect your execution. Timidity is dangerous: Better to enter with boldness. Any mistakes you commit through audacity are easily corrected with more audacity. Everyone admires the bold; no one honors the timid. – 48 Laws Of Power
10. When Reaching Out For Help, Appeal to People’s Self-Interest, Never to Their Mercy or Gratitude
When getting things started up you will need the help of those around you. Do not bother to remind people of your past assistance or good deeds. They will find a way to ignore you, trust that. Instead, uncover something in your request, or in your alliance with them, that will benefit them, and emphasize it out of all proportions. They will respond enthusiastically when they see that something can be gained for themselves.
11. Pose As A Friend, Work As A Spy
Identify the top 2 players in the industry that you’re entering. Learn everything there is to learn about them. Where do they advertise? How do they market? Who handles their processing and fulfillment?
Knowing about your rival is critial. Use spies to gather valuable information that will keep you a step ahead. Hire their past employees. Better yet: Play the spy yourself. In polite social encounters, learn to probe. Ask indirect questions to get people to reveal their weaknesses and intentions. There is no occasion that is not an opportunity for artful spying.
12. Use Absence To Increase Respect and Honor
Once you’ve started hooking the top clients out there, disappear for a day or two. Too much circulation makes the price go down: The more you are seen and heard from, the more common you appear. Once you are established with a client, temporary withdrawal from them will make you more talked about, even more admired. You must learn when to leave.
Recently I atteneded the ClickBooth.com party at the Affiliate Summit East in New York. A lot of my clients were with us in the VIP room enjoying hors d’ourves. It was close to 1am and everyone was starting to get really comfortable. I looked at my watch and woops, it’s time to leave. Value is created through scarcity.
13. Master The Art of Timing
Your clients are always observing and judging you. Never seem to be in a hurry – hurrying betrays a lack of control over yourself, and over time. Always seem patient, as if you know that everything will come to you eventually. Become a detective of the right moment; sniff out the spirit of the times, the trends that will carry you to success. Learn to stand back when the time is not yet ripe, and to strike fiercely when it has reached fruition.
– Several ideas from this article came directly from one of the best books ever written, The 48 Laws Of Power by Robert Greene