Personally, I’ve never liked it.
But I realized early on, it was irrelevant whether I liked it or not.
The question wasn’t, “Did I like it?”
The real question was “How much money did I want to make and how much freedom did I want?”
Kind of like dieting and exercise, the question isn’t “do you like to exercise and eat right?” No the real question is do you like the alternative if you don’t exercise and make the right food choices?
So it’s important, although again, not something I particularly like.
What I’m about to tell you is a transcendental factor in income.
And if you listen to what I say, you could find yourself making a lot more money across every communication channel.
You see, for at least the past 30 years or so, I’ve been teaching that the one thing that usually gets people who are earning below six-figures or a low six-figures in any business up into a high six-figures is the quantum leap of shifting from being the “doer” of your thing to the “marketer” of your thing.
That is still true.
Shifting from being a fitness instructor to a marketer of fitness training. Changing from being a veterinarian to marketing veterinarian care.
Switching from a photographer to marketing photography services, and so on, will carry you a pretty good way.
I mean, most people locked into relatively low incomes, regardless of their level of expertise or excellence that they deliver, are stuck there because their primary view of their business is the doing of the thing.
The cooking of the food, the cracking of the bat, the fixing of the tooth, the waxing of the car, the styling of the hair, the – whatever. And when you shift out of that so that you’re actually now in the marketing of that thing, that’s a pretty good income leap.
But truth be told, it has its limits.
It’s NOT the thing that gets you to a 7-figure income.
And it is questionable whether it will give you the exact freedom you are seeking. Because although you are making more money, you are also most likely still working a lot of hours for it.
Let me show you what making the next shift can do.
I make 7-figures from copywriting alone. That is only partially the way I make money though. I only spend 20% of my time writing.
Imagine making that leap in your business and only working at your “thing” 20% of the time. How would THAT change your life?
So here’s the thing you must do to make the next quantum leap.
As I mentioned, personally it is a thing I never really liked, but I do it because the alternative is worse. So this really is pretty important.
You must shift from focusing on being the “marketer of your thing” to focusing on “the status of the individual providing the thing.”
Because even when you are the marketer of your thing, the focus is still on the thing, not on the greatest possible point of differentiation, which is the status of the individual providing the thing.
Increasingly all other options for differentiation are becoming harder and harder to use and sustain. But one thing that will always make you different is who you are.
The easiest place to look for examples of this is with celebrities and professional athletes.
There are professional football players who make a good six-figure income. They are elite athletes who reach an income level that many never will. But, unless you are a diehard fan, you likely wouldn’t recognize their name even if they offer big contributions to the team.
As an example, NFL player Ryan Taylor is probably a name you aren’t familiar with. You probably don’t even know what team he plays for, but he makes a solid 6-figure income and is in his 4th year playing professional football.
In comparison, Johnny Manziel better known as Johnny Football is in his rookie season. He has less experience than Ryan Taylor, yet Manziel makes $2 million a year not including endorsement deals. You probably also recognize the name Johnny Manziel or at least have heard the name Johnny Football even if you aren’t a fan. .
The big difference is that Manziel knows how to market his personal brand. That, more than his ability or experience, has put money in his pocket.
For instance earlier this year, prior to knowing whether or not Manziel would be a boom or a bust in the NFL, Nike signed him to the largest endorsement deal from this year’s NFL rookie class. It had nothing to do with experience or even how well he plays.
So if you want to join the 7-Figure club, then you’ll have to get out of the business of marketing your thing and get into the business of marketing you, even if you dislike doing it as much as I do.