Most people would admit to wanting an “easy button” when it comes to building a business… Those new to business like to think there’s a “trick” or “secret” to success, which is why I’m constantly asked…
“How did you do it Lynne? What’s the secret?”
I know for a fact that I asked that same question years ago when I was starting out…
So here it is… I’ll give you the “secret”… and once you understand this, everything changes!
It took me years of failure after failure before this finally sank in, but once it did, everything changed… I went from working in a job I hated; to running my own coaching and training company which I absolutely love.
During those years of struggling, I thought success would come as a result of something outside myself such as the perfect product, a marketing system, or an opportunity. I tried them all – and failed.
And then one of my coaches said something to me that I’ll never forget…
He said, “Lynne… If you want to be successful, then you have to become someone who is capable of being successful”.
And that was my light-bulb moment…
I finally gave into the fact that I needed to focus on becoming a more valuable person to lots of other people, instead of trying to cheat the system or find some magic solution.
So if you want the “secret” to success, here it is…
The amount of money you make today is a direct reflection of something I call your “PVE”, or “Personal Value Equivalent”.
Most Western societies use a simple system called “money” to quickly and easily communicate the relative value of all things, from an apple, to a litre of petrol, to the recommended salary for a job.
Therefore, through our free-market system, the world dictates how much money you make, according to three factors:
1: Competition – The number of people who are also capable of performing any particular job.
2: Education – The amount of specialized skills or education needed to perform the job.
3: Leverage – The number of people around the world which your work benefits.
For example, there are two reasons why restaurant waiters, cleaners, or retail workers make so little…
As a waiter…
There is an almost endless supply of workers who can fill your position.
Waiting tables does not require rare, specialized skills or education.
You’re also only able to serve a few people at any given time, which means you have very little leverage and no opportunity to scale.
So if you’re in one of these positions, your PVE to the world is very low, which is why you’d be making very little money.
On the other hand, brain surgeons make around a £800,000 per year because…
There are very few qualified individuals in the world that can perform the task, and the work requires extremely specialized knowledge and skills.
Now the reason they make around a million per year, instead of £20 million, is because they’re missing piece number three… Leverage.
They can only work on one patient at a time so again, no opportunity to scale.
Now please don’t take any of this personally or get offended if you feel like you have a low Personal Value Equivalent right now.
I’m simply stating a truth that I’ve learned through personal experience that most people would be too politically correct to talk about.
But until you understand WHY some people make more than others, there’s no way you can break free and choose a more lucrative path for yourself.
Now let’s compare these two examples to what I do. I teach entrepreneurs the marketing and leadership lessons I’ve learned after working in many industries and gaining practical knowledge and then getting an education in online marketing, content writing and website building…
1: Are there millions of people who have done these things and who are willing to share their knowledge and experience?
No, so my knowledge is scarce.
2: Does online marketing, web building and content writing require specialized skills?
These skills are not taught in school and can only be learned by those who proactively seek out this kind of training. This is because the internet changes every day and the platforms that take advantage of the internet change with it. This makes it impossible to write a curriculum that would still be relevant once it got around to being taught.
3: Does this business provide me with the ability to impact the masses?
If I were teaching people how to build their website, one-to-one over the phone, or in person, I’d have zero leverage – similar to the waiter we mentioned earlier.
Because I run workshops and training events I can work with 10’s or hundreds of people all at the same time thus giving me more leverage ie same amount of work but to more customers.
Because I could sell books and instructional online courses which can be mass-produced and distributed to an infinite number of people around the world, I have an infinite amount of leverage should I choose to tap into it.
So as you can see, the cleaner or waiter jobs mentioned earlier have a very low PVE to the world, where my job as a modern day educator using technology to reach the masses, has a very high Personal Value Equivalent.
One job pays £20,000 per year. The other job could potentially pay £millions per year.
So how can you increase YOUR PVE?
The fastest way to reach the levels of success that you want to achieve is to increase your value to the world, and the fastest way to increase your value to the world is to acquire new skills.
So I set out on a mission to acquire new skills, and one set in particular…
Marketing and copywriting.
Why did I choose these two skills?
Because your business is marketing.
He or she who markets and promotes best, wins.
Read that again… “YOUR BUSINESS IS MARKETING“.
I could dump two tons of the greatest new Slimming product on your driveway, but unless you knew how to market it to the right people, you wouldn’t make a penny.
The money is not in the product.
It is in knowing how to market the product!
This is the primary reason why so many investors, experts, and authors, who are infinitely smarter than I am, fail in business.
So you have two options here…
1: You can acquire the skill of marketing yourself like I did. This is what I’d recommend because once you have this skill, you will NEVER experience a lack of money again for the rest of your life.
2: You can partner with someone who has already acquired this skill.
My friends Jane and Robert are a perfect example of this kind of partnership…
Robert is a fitness expert who wrote a fantastic eBook on diet and nutrition, but he didn’t know much about marketing.
So he partnered with Jane who is a master marketer, and pursues fitness as her hobby.
They combined her skills in marketing with his skills on health and fitness, and built a really successful and profitable business within a year.
The skill that changed my life was copywriting, which is basically “salesmanship in print.”
I realized that instead of pitching my product or business to one person at a time over the phone, I could write a piece of content, post it online or in an email, and have it seen by thousands of people per day.
In other words, it gave me huge amounts of leverage, and I found this idea extremely appealing.
Now copywriting is a skill and an art that must be learned, so I started buying every book I could on the subject and joining master classes that helped me on an individual basis.
Back in 2010 I was miserable in my job and knew I needed to do something to help me get out of it, so I started small and studied the skills of copywriting and marketing every day for about 12 months.
I learned how to write persuasive ads and “capture pages” that would allow me to build a list of people online who were interested enough in what I was selling to give me their email address.
For the first time in my life, I had acquired a truly valuable skill… the skill of copywriting.
I spent a good 1-2 years devouring everything I could find on the subject.
I used every spare penny I had to buy every book and course I could afford as well as a couple I couldn’t…
I’d sit in my home office for hours every night writing out successful sales content by hand in order to learn the psychology and the rhythm of a story.
I put a level of effort into mastering a skill that 99.99% of people in the world never will, and it became my super power.
As a result, my value to the world went through the roof because I could now sell my products, or other people’s products effectively online, and at scale.
Within 18 months, I had quit the job I hated and was running my own successful company helping others to achieve their dreams and business goals.
So that’s the secret…
The fastest way to reach the levels of success you want to achieve is to increase your value to the world, and the fastest way to increase your value to the world is to acquire new skills.
Stay tuned… Next week I’m going to teach you about the power of attraction, so you can attract customers to you instead of chasing after them…
Can’t wait til then? Contact me for more information about how I may be able to help you in your business.
Call: 07736 396519