Tonight was the second night of the Partnering Profits teleclass with Brian Clark. If you missed the first review, be sure to check it out. Tonight’s guest was Jon Morrow, also of Copyblogger.com.
Tonight’s Partnering Profits session was especially interesting because Jon and Brian chat about partnering together, how it happened and why. Here are a few of my favorite notes:
Jon, who used to be in real estate says that the web and real estate are similar: the web = land & websites = buildings. In real estate you buy property and fix it up to make money; online you make products that people need to make money. I like this analogy. He also says that the greatest myth on the web is that online business is exempt from all of the traditional rules of business. To me, this is both comical and insightful, I don’t know how many of my friends and family members have talked to me about my business pursuits online, and then once hearing what I have to say have related my knowledge to business in the “real world.” Do I not sit at a real computer? In a real chair? In my real office? MAKING REAL MONEY? I also am always intrigued to see principles coming into play that I have read about in some of the most classic business books, like my personal favorite: How to Win Friends & Influence People. Conversely, I think it’s interesting to see trends that emerge online translate in “real” life. But that is a different conversation altogether.
Morrow discussed that partnering is a type of selling, in a sense. Just the same way that copywriting is sales. With copywriting there are 3 steps to the sales process: 1. Get their attention 2. Earn their trust 3. Call them to action. In the same way, forming a partnership requires all of these elements. A potential partner needs your attention, they need to feel that they can trust you, and then they need to act on what you are asking them to do.
So then, how do you grab the attention of someone that has a great product, but no online presence? (You will note from my first review that this is the perfect scenario for a partnership)
- Don’t tell them that they need you! — If they have a successful product, they will likely think that they have a handle on things and not want to be convinced otherwise. (which is innately true, otherwise why would you contact them?) Even if you did convince them temporarily, you’re only setting yourself up to disappoint them.
- You HAVE to become relevant! — Be helpful, be insightful, help them where they can’t help themselves. Get involved in the discussion, answer a few questions, show them your value without parading it in front of them.
- Understand their business — Show them you understand their business by repeating back to them how it works. They don’t want to talk to another techie hotshot! Business owners pour their lives into their businesses, they aren’t gonna hand them over to someone who doesn’t understand how it works!
- Show them how you can apply online marketing principles directly to their business — Business owners make informed decisions, they want to see the plan in action before they commit to it. Show them how it will work for THEM.
I think there are many talented people out there that are looking to form the right partnership, hence the saying “2 heads are better than 1″ right? We just all need to understand how that partnership is going to affect our businesses and our goals. I thought it was interesting when Jon starting talking about this misconception that people have that if you’re smart enough and talented enough, you can do anything. His thought is that you’re basically an idiot if you try to do it all yourself. He also said:
All of the greatest success stories in business history are usually 2 or more great people working together to build something phenomenal.
Food for thought at the least. My thought has always been that it isn’t about being able to do everything, but being able to see the potential in others and connect with them.
Lastly, more of an afterthought.. In the conversation it came up that the book The 4 Hour Work Week wasn’t originally titled “The 4 Hour Work Week.” I thought this was really interesting, so in the Q&A I of course asked what the original title was. Brian said that he wasn’t sure of the very first title, and that there were several potentials, one of them was something like “Nuked Overwhelmingly” . The final decision for the title of the book was decided upon because a group of readers were asked which they thought would be the best title. Obviously, the group was right. Conclusion: TEST!