Perry Marshall – Niche Celebrity Formula Gold

Niche Celebrity Formula Gold – Perry Marshal

If you want financial success, the fastest way to get there is to become just a little bit famous.

I’m not talking about being “Tom Cruise” or “Jennifer Aniston” or “Lady Gaga” famous. If you’re out to become that famous… I’m not the guy who can show you how to do that.

You don’t have to be anywhere near that famous. I mean being a “famous person that nobody’s heard of.” Niche ‘n Famous. You becoming a celebrity in your own teeny tiny corner of the world… the corner that gives you money.

I’m heart-attack serious. When you’re the most celebrated person in your niche, you’re almost automatically the highest paid and most sought-after. You get first right of refusal on the best deals. You get invited to almost every seminar, headline event and luxury suite “insider’s cocktail party” for free.

You don’t chase customers. Customers chase you.

You’re not the lowest bidder. You’re the highest bidder.

Customers trust you instead of trusting everybody else.

Once I mastered this, my days of doing dog & pony shows and lunch & learns and back-breaking missionary work were OVER. My competitors were doing that now, not me. My life as a sales person completely turned around.

Seriously, in 24 months I….

Two thirds of this happened while I was still “working for The Man.” I was ‘just a sales manager’ at my job. I wasn’t a VP or VIP or president or CEO or anything like that. Just a guy who had to sell for a living and meet monthly quotas.

The Man benefited from all this too, trust me. We used low cost advertising, publicity and savvy PR strategies to grow that business 20X in four years. All that publicity sure didn’t hurt him when it was time for him to sell his company for $18 million.

When you’re the widely-recognized niche celebrity, everybody wants to buy from you. Not only that, you’re surrounded by fans when you get there. In some businesses, yes, that can mean autographs, book signings and cell phone photos with you.

If you have the desire and inclination, you may even have the choice of becoming a bona fide rock star in your business. Every now and then someone will invite you to Spago’s in LA in a stretch limousine, complete with sixteen dollar martinis and caviar. Not every day – not necessarily even every year – but it can and does happen on occasion.

THE NICE PART IS: Most of the time, you get to be just a regular guy or gal. No paparazzi in your front yard. Nobody accosts you when you go to the grocery store or hair salon. Your neighbors have no clue! They just wonder why you seem to be hanging around the house all day in your sweats, drinking iced tea with your laptop on the patio.

It’s sweet. You can be an ordinary guy most days of the year and only be famous when you wanna be.

I’ve activated the Niche Celebrity Formula for myself not once but twice. The first time was my trial run. I became an expert in a teeny-tiny niche called “industrial networking.” Yep, the same industry I’d been a loser in 2 years earlier. My life as a sales person really did turn around in a most gratifying way.

I would never go back to doing things the old way. Ever.

Now I have to admit, the word ‘celebrity’ is a bit of an exaggeration. It’s not like anybody was dreaming of meeting me someday. Nevertheless even as an industrial equipment salesman, I would occasionally get tongue-in-cheek calls from my friends in the business who’d say, “Is this the world-famous Perry????” Because they’d seen me in yet another magazine. Always got a chuckle out of that.

Then… 2 years later, I did it again. Within a year became the most quoted authority on Google AdWords. You know that’s a far bigger deal than the industrial networking gig ever was.

Not only have I done this twice but I have helped dozens of people just like you do it in their own niches, as you can see running down the right side. All of these individuals command significantly higher fees than others in their industry, many in the $200 to $500/hour range; some more.

If you want a high six-figure to low seven-figure income… this sure ain’t a bad way to do it.

Well over a decade ago, Jeff Paul and Dan Kennedy (“JP” and “DK”) pioneered a formula for building your own personal multi-million dollar information publishing micro-empire. It is known to direct marketing insiders as the “JPDK model.” It has not only given birth to hundreds of millionaire info-preneurs, it has transformed hundreds of industries.

If you’ve ever heard of people like Joe Polish (carpet cleaning genius), Craig Proctor (real estate coach and #1 ReMax agent) or Jeff Paul (now known for his TV infomercial but for years was a financial planning guru), all these guys earned millions using the JPDK model.

In turn, they taught literally over 100,000 businesses to discard stupid, Madison Avenue, shot-in-the-dark marketing and advertising in favor of results-accountable, measurable, rock solid customer acquisition. The JPDK now influences billions of dollars of commerce worldwide and has given birth to untold numbers of prevailing enterprises. Not just big professions like dentistry but small ones like home inspectors.

The JPDK model works like this:

I’ll never forget one day at a seminar in Phoenix, I suddenly ‘got’ it: The path was: (1) make your current sales job a smash success, and (2) sell that success story to your colleagues after you’ve achieved it.

Suddenly the dramas, the stupidity spasms and the near fatal crashes in my job and biz… and the smart moves, the wins and the great ideas… the psychotic boss who wanted to slice my fingers off… all these things were no longer random elements on some senseless meandering path. They became the foundation of the consulting business I would someday own.

This entirely changed the way I saw my future. I began to alter my present reality because I started to view it from the standpoint of: “Someday when I’m telling this crazy story on a stage somewhere, this is going to be really funny.”

I hope you can appreciate how much mental baggage I shed during that time. Remember, back then I’d spent 5-6 years getting absolutely nowhere as a salesman and entrepreneur. I’d drank multiple pitchers of pink koolaid and I was untangling myriads of lies. I was emotionally recovering from a choking string of failures. I was deep in debt. I severely doubted myself and was now just beginning to get traction at my new job.

But step by step, I untangled myself from those failures and changed the way I saw myself.

The JPDK model was originally formulated as a “vertical industry” model: People becoming business gurus in dentistry, chiropractic, real estate, carpet cleaning, etc. This looked like something I could do.

But my version became a “horizontal” model: Taking specific traffic techniques (in my case, Google) and applying them across all kinds of industries. Many people who achieve guru status in online business topics do it that way.

Either way, the JPDK formula is a solid foundation for a career as a micro-rock star. So a couple years ago I wrote a report called “Secrets of the JPDK model” where I explained, in detail, the inner workings and non-linear psychology of Dan and Jeff’s model.

I gleaned the information not only from my own 8 years experience as a marketing consultant, but from working with literally hundreds of people who have used some version of this model to build a business.

I cannot begin to count how many late night conversations and mastermind meetings and drinks after the seminar I’ve had, strategizing, dreaming and scheming about these techniques with prominent industry leaders.

DK himself, Dan Kennedy, liked my JPDK report so much, he asked permission to reprint it in his high-end Info Marketing Letter. Then he distributed my report at his “Seven Figure Academy,” a $4,000 seminar for entrepreneurs with high aspirations. Dan advised all 150 members of the audience to study it closely.

I made that report an integral component of this course. If you intend to achieve guru status in your industry, intimate knowledge of the JPDK model is mandatory. This report contains insights that you will simply find nowhere else.

I do consider these insights to be critical. There are certain “market factors” in different niches that profoundly affect your chances of success. I’ve seen some info businesses succeed massively, while others flop around and languish and fail. There’s a hidden psychology and litmus test that literally swings a 100X difference.

Success or failure. Ignore this at your extreme peril.

–>You don’t have to be a “business guru” to use this at all!

The majority of the JPDK strategies – *especially* my Inner Psychology of Guru Marketing – apply to any expert on any topic. (Even Non-Profit Underwater Basketweaving.)

Most important is the non-linear inner psychology factor I’ve added to the formula.

It doesn’t matter if your expertise is in art, music, health, law, romance novels or jewelry making – there is a Hidden Market Factor that tremendously influences your ability to succeed or fail. There are some markets, some audiences that are literally 100X more likely to bond to a guru than others.

Wrong market = failure. Right market = success.

Nobody explains this the way I do. This report identifies that success factor in clear, unambiguous terms.

Forget “level” playing fields. Personally I prefer to have a wholesale advantage over everyone else. I want the game to be as unfair as possible. I want my rivals and competitors to seem puny by comparison. Don’t you?

An UN-level playing field, an unfair advantage, is the easiest way to make the big bucks.

There are all kinds of books on negotiating, but the best position is to never have to negotiate in the first place. The best position is to be positioned as the premier person, the star attraction, the go-to-guy, the go-to-gal.

The best terms are your terms, not theirs.

Why not just decide to write your own ticket?

When you have even just a little bit of celebrity (no matter how tiny your market is) you have an automatic advantage every time you sit down at the negotiating table. Clients automatically respect you instead of being suspicious. They don’t shop you for price. They respect your advice instead of constantly questioning it.

This new level of respect is the healthiest, most edifying thing you can experience as a business person. Wouldn’t your day, your week, your year would be a whole lot better if you had a steady trickle of people sending you emails and blog comments and tweets saying “I absolutely love your stuff, it’s fantastic” and “You changed my life for the better and I just can’t thank you enough!” Wouldn’t that be infinitely better than a constant struggle to assert your adequacy?

Everyone should experience that kind of encouragement and validation at least once in their life. And hey… even better if it’s every week or every day.

As long as you don’t let it go to your head, or somehow trick yourself into thinking you’re “bulletproof,” a dash of celebrity might be the best thing that ever happened to you. What would it be like if people treated you as though every day was your birthday?

What would it be like for you to be praised in public – by writers in magazines, by bloggers, in Twitter messages and blog comments and discussion boards? What would that do for your confidence?

There’s enough people trying to tear each other down. How about a culture of building people up?

There’s a vital force in marketing that I call “compression.” It works like a diesel engine.

A diesel engine doesn’t have spark plugs; the compression of the cylinders creates pressure and temperature all by itself, that causes the fuel to ignite. Diesel engines are notoriously hard to start, and in super cold climates like Alaska, you don’t dare turn it off in the winter. You literally let the truck run for six months.

But the good news is, with a tiny trickle of fuel, that engine purrs like a kitten all winter long. And when you mash down on the accelerator, a 500 horsepower engine roars to life.

The key force in that Diesel Engine is: THE COMPRESSION CYCLE.

When the air+fuel mixture compresses in that cylinder, it explodes, driving the cylinder forward and firing the next cylinder one eighth of a rotation later.

The marketplace equivalent of diesel engine compression is: DEMAND.

As long as demand exceeds supply (which is easy, since the supply is inherently limited) you can achieve enormous levels of compression with very small inputs. You enter a self-reinforcing cycle that, just like a diesel engine idling at 3am in Alaska, can be summoned to perform at will.

Demand for your time. Demand for your services. Demand for your expertise. Demand for YOU.

I can help you start that diesel engine. There’s no better asset than having that engine produce money for you, 24/7/365.

What if the #1 job of your personal assistant was to shield you from time wasters, only allowing the most prime opportunities to consume your attention?

Well let me give you a hint: The #1 job of your personal assistant should already be to shield you from time wasters, no matter how trivial. Take some free advice from this sales letter: She should be protecting you from $10 per hour work so you can do $100 per hour work instead. That’s the first secret of creating compression.

And so long as you do not violate that compression cycle, you never have to beg for anything. The world eats out of your hand. You catch that wave and it’s a wild ride – a ride that can last for years. In some market that wave can last as long as you want it to, literally for decades.

The prerequisite for this is getting the compression in the first place. In the Niche Celebrity Formula, I show you how to get that engine started – even in your spare time.

Case in point: When I was working for The Man in the Dilbert Cube, I was the national sales manager. I had sales quotas to meet every month and most of this work had to be done between 7am and 8am, before the phones started ringing.

No problem. An hour a day every day is plenty. A small price to pay for Marketplace Compression, for Unfair Advantages, for Playing Fields slanted sharply in your favor. You no longer need to negotiate fees. You’re positioned as The Niche Celebrity instead of Just Another Guy Asking Customers For Money.

There’s another non-obvious benefit: It’s a LOT easier to get links to your website (and Tweets and Facebook Posts and blog comments on your articles and everything else) when you’re considered an authority. It often happens automatically, rather than you having to…. beg. And even with big sites and big authorities, there’s still no begging, just trading favors.

Google gives preference to Authority Sites. What better way to be considered an authority site than to actually be an authority? People will come up to you and say “Hi, aren’t you _____?”

That happened to me personally for the first time at a wedding last year. A guy had driven from Tennessee to Chicago to see his friends get married. He came up to me and said, “Hey, aren’t you Perry Marshall?”

My wife smiled and said, “Well I guess it had to happen sooner or later.”

He asked a few questions, we talked business for awhile, and then we went on with Erin and Alex’s fabulous celebration.

Laura bragged to her friends about her quasi-famous husband. You’ll like having your spouse brag about you, too.

There are hidden advantages to having having fans. Sure, it’s great to have people who rave about you. But the benefits go far deeper than that.

One is, you always have a network at your disposal 24/7/365 from which you can draw other kinds of expertise. The people in that network are positively disposed to do business with you and will work overtime to make sure you get a fair deal.

Last year my bookkeeper and accountant made grievous accounting mistakes, which in turn created tax problems. My taxes got filed 6 months late. The IRS was, um, unhappy about that. I needed a tax negotiator.

I found out the hard way that it is not easy to find a good IRS negotiator “on demand.” Not even if you get personal referrals from CPA’s and attorneys. Plus, most of the firms I found on the radio, TV and Internet were borderline scam artists.

So I decided to write about my woes in my Renaissance Club newsletter. Thought it would make a good object lesson… and maybe attract some help.

Sure enough, a guy submitted a support ticket and said, “I can help” and he did. A special thanks goes to Joe Hanley of Tax Defenders in Chicago for giving me his expert advice. Made infinitely easier by having access to a responsive audience.

One time Ken McCarthy injured his leg badly, just before his System Seminar, causing him back problems and making him unable to walk. Not good circumstances for running a seminar! One of Ken’s System Club members, a chiropractor named Chris, attended to his health needs during the entire seminar. Superb arrangement for both of them.

You don’t have to slog it out for years and years until you finally have the qualifications to be appointed by somebody else as the expert. Normally, that ‘somebody else’ is a competitor anyway and has a vested interest in slowing you down. You can leap frog above all those guys.

I am not advocating becoming a fake expert. We all know what it’s like to spend money with people like that. What I’m talking about is removing the barriers to you advertising and selling your true capabilities to the world.

In just a few months, you can significantly advance your career regardless of whether you’re a business consultant or if you’re selling tattoos.

If the economy was so bad that ALL the psychologists went out of business, Dr. Phil would be the last guy with an empty office.

(Yeah, I know, Dr. Phil mostly just spouts old phrases from the 50’s like if mama ain’t happy ain’t nobody happy and I know most psychologists’ anger issues get triggered when you mention his name. But he’s VERY famous and he WILL be the last therapist in the world to starve.)

When competitors charge less than you, people automatically assume they’re inferior. Even if they’re not. The single best way to position yourself is to charge $300+ per hour.

One time a skeptical woman wrote to one of my mentors and said, “So who are you, where did you come from and why should I listen to you anyway?”

He spent four pages of his newsletter answering that question. Yeah, she pushed his buttons and I think she got under his skin. But he had a perfect platform for answering that question in full, granular detail, reinforcing his position with his audience. Brilliant.

You almost always have items in your resume that nobody will ever find out about unless you’re challenged in public. Take the public challenge and it reinforces your credibility across all realms.

Publicity savvy people transform this into yet another art. They actually have fun debating other experts in public, gaining attention as people watch the ping pong ball go back and forth.

When your customers know they have to meet certain qualifications to do business with you, it escalates the quality of the relationship. If you’re consulting or advising, compliance goes way up and complaints go down. Doing business with you becomes a privilege.

Doing business with you SHOULD be a privilege. You are special. You do know things that nobody else knows. Isn’t it time to master the secrets of positioning your uniqueness?

Possibly the greatest internal business advantage to being a niche celebrity is being able to acquire the best:

• The best joint venture partners
• The best affiliates
• The best vendors
• The best events & conferences
• The best TEAM MEMBERS

People want to work with the best and work FOR the best. When you’re a niche celebrity you have the ability to magnetically attract the finest in the world.

A year and a half ago I decided it was time to undertake a major business expansion. I decided to hire an Affiliate Manager and a Content Czar. I had the extraordinary advantage of being able to go to my own customer list in search of those people.

(This would be just as true if I were a musician, a fashion designer or a biologist. You can have a following no matter what you do.) If you’ve got expert status and a following, then people know you, like you, trust you, and want to work with you.

I blasted an email to my customers inviting people to apply. To stem the tide, I charged a $25 application fee. Between the two positions I got 29 applicants. I ran them through a ‘maze’ of activity and eventually filled both positions.

Additionally, I found among the applicants an Operations Manager.

Every single one of my three new team members understood the “Planet Perry” way of looking at the world, how we do things, how we think. They share my values and my ambition to be the best in my industry. We’re proud of who we are and what we do. There’s a ton of education that was already done.

Again, when you’re a Niche Celebrity in your business, you can do this too. You might even get away with charging an application fee. (In our case it was absolutely necessary to weed out the ‘riffraff’ and keep Jeremy from being deluged with applications. It worked because only people who thought they had a chance of winning bothered to apply.)

A personal friend of mine was a little intrigued at the idea that I had ‘fans.’ (Your friends will find this intriguing, too. They Google you and comb through a few pages and they say, ‘Geez, I had no idea…’ Then they sort of shake their head with a puzzled look in their face…. then they say, “Wow, I guess I know a famous person.”)

So anyway, she asks me, “So what’s it like to be a famous guru? Do you like having all these fans?” I said, “The fans aren’t really that big of a deal. I have a responsibility to lead them in the right direction. But one advantage I definitely like is: people return your phone calls.”

Personally I think that’s a good enough reason to be a Niche Celebrity, all by itself. Also, industry news finds its way to you MUCH faster than it reaches the average guy.

For the most part I’m actually a little insulated. I’m not into gossip columns, I don’t subscribe to all that many email newsletters and I’m hardly the most social guy at the bar. But if I need to know it, somebody almost always tells me. That’s nice.

I know about the famous survey from way back when that says peoples’ #1 fear is public speaking. I’m not sure this is really true, though certainly some people are obviously afraid of it. Most of the entrepreneurs I know LOVE the stage and will go anywhere and do anything to speak to a few hundred people.

It’s a fantastic positioning tool. As for myself, it has been great to share the stage with people like Les Brown, Zig Ziglar, Dan Kennedy, Gary Halbert, Jay Abraham, John Reese, Alex Mandossian, Joe Vitale, Frank Kern, Yanik Silver and Bill Rancic of Donald Trump’s The Apprentice.

There’s an old adage that says, “Look at the average income of your friends, cuz that’s going to be your income 5 years from now.” I think there’s a lot of truth in that. When you’re a Niche Celebrity your peer group definitely changes, as does your income. And it doesn’t have to take 5 years.

Devote one hour a day for the next year to Igniting your Niche Celebrity Status and see if your entire career and business doesn’t experience a QUANTUM LEAP. I’ve created a course to help you. It’s called The Niche Celebrity Formula and it contains:

Digital Download Niche Celebrity Formula Gold – Perry Marshall at Offimc.click Now!

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