How to Make Your Business Grow : Elevation Principal

Where’s Your Focus?
Have you noticed that everything is changing? Your industry advances, ideas expand, products morph and your customers move on. Nothing remains still.
The one thing that doesn't really change and remains constant is people. I’m talking about you, your peers, your customers, your prospects and your partners. Everyone wants access to valuable insight, great people and recognition BEFORE they want products or services. If you can focus on the true desires of people, you’re halfway to a successful mission. Where’s your focus? Are you focused on yourself, your products and your company? Or are you looking outward?

Why Marketing Fails

We’ve been taught that marketing is like a gift exchange. Acme Company gives something and Joe customer is obligated to respond. In reality, marketing has become a way to force people into obligatory situations. People don’t trust your business. Add to this that marketing messages are raining down on people EVERYWHERE they go. You can’t escape marketing.  Your customers have tuned out.

How to Build a Raving Fan Base

The solution is very simple: Focus on people.
You can meet the needs of people by helping them solve their problems at no cost. Remember that people’s core desires don’t change. When you help people with their smaller problems, many will look to you for their bigger issues.

Introducing the Elevation Principle

The elevation principle: Great content PLUS other people MINUS marketing messages EQUALS growth!

When you offer great content that focuses on helping other people solve their problems, you’ll experience growth because this type of content meets the needs of people. It doesn’t focus on you, your products or your company. It is a true gift for your audience.

The “other people” component not only means focusing on the needs of people but also people outside the company such as industry experts, who possess amazing knowledge that your audience will find very valuable.

The last part of the formula is to deliver this content in a marketing-free zone. Once the marketing messages are caged, the focus of your company shifts from “What can we sell you?” to “How can we help you?” You shift from pitching products to boosting people instead of investing in ads space.

The result: you demonstrate your expertise by the content you produce, the ideas you showcase, the stories you share, and the people you attract.

With the old forms of marketing, you pitch and sell. People ignore you and your business is at risk. With the new method, you give gifts, people trust you, and you become indispensable. Which course will you take?

The entire elevation principle is documented in the new book titled Launch: How to Quickly Propel Your Business Beyond the Competition.