(bouncy techno music) – Welcome to Fordify! Where we help you Fordify your business. Now each week, we pick a new episode randomly chosen by the Fordify button. Let’s see what this week’s
episode’s gonna be about. (electronic spinning)
(bell rings) So here’s the three-part formula
that you need for success. Number one, you have to get
really clear on your message. What’s your message? Why should
people spend money with you? Let’s just cut through the crap. If you want to get paid, you need to know how to communicate what you do. And you need to practice
how you say what you do, and if you say what you
do and people walk away, then you didn’t intrigue them. Now imagine us going into an elevator, and we walk up to the elevator
and we’re standing there, and it’s a big long
floors, and the elevator comes to the bottom, and
right before the doors open I turn to the guy and
I’m next to him and I say so, what do you do? And he
says, “I sell insurance.” And the doors open and he
walks in. What am I gonna do? (laughter) Right? I don’t wanna be
trapped in an elevator with a guy that sells insurance. But if I’m standing
there and he says to me, “I help people protect their
life and their livelihood,” and the door opens, I wanna know more. I’m stepping in that
elevator. I wanna hear what he’s talking about. You’ve
heard of the elevator pitch, I don’t care whether you
call it an elevator pitch, a USP, a unique selling proposition, and all those other terms.
Don’t get seduced by terms. Keep this simple. You help people. Why should they pay you
and how do you package it? That’s what you need to do.
So the first part’s message. Second part is your market. Do you know who your customers are? Third thing is, what
method are you gonna use to get your message to the market? Well, you might have the
best message in the world and know exactly who
your target market is, but if the method you’re
choosing is not in alignment you’re not gonna get any sales. So it’s not the method,
it’s not the market, and it’s not the message.
It’s the combination. What is it? – [Audience] The combination. – Alright now say it like you
gotta pair. One more time! – [Audience] Combination! – Combination, alright, so
if you’ve ever heard me speak this slide is always in my presentations because this is a
strategy, it’s a strategic money-making system that you
can use over and over again. You can apply it to anything.
Message, market, and method. Years ago I invented a bike rack that went from floor to ceiling.
It stored two bicycles in a limited space. Raise your
hand if you’ve ever seen ’em. You ever seen those things?
Okay, so, invented that in 1986, I was a professional
cyclist and a speed skater, went to the Olympic Training Center. So I invented this bike rack that went from floor to
ceiling and people told me “It will never sell!” All
the so-called experts, “It’ll never sell! You can
spend 99 cents on a hook, why would anybody ever
buy a $200 oak bike rack? Or a $99 aluminum bike rack?
No one’s gonna buy it.” Well, fifty million
dollars in sales later, people bought them. But you
had to get the right message. So, when I first started,
I thought the message was protect your bikes and protect your home. That’s what I thought.
And I thought my market was to go to bicycle races because people that wanna buy
bike racks have bikes, and if I go to bike races,
made sense to me, right? And my market was to
stand out and rent a booth and pay five-thousand
dollars to stand there when the cyclists came in and try to sell. What a joke. Until I changed the message, changed the market,
and changed the method, sales didn’t improve.
I changed the message, I changed the market to
business-to-business model, went after stores and
specialty catalogs, and women. And my sales went dramatically up. So you might have the best
product in the world right now and you might be a great
expert and you might add lots of value, if you’re
not making what you’re worth right now, it doesn’t
mean you’re not worth it. It means you’re not marketing it and communicating it effectively.