Partnering Profits with Jon Morrow

Marketing

by Kenny Hyder

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)

  1. 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.
  2. 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.
  3. 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!
  4. 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!

Previous post:

Next post: