Tired of watching everyone else around you
make money easily... while you work as hard
as you can and still struggle to make
the kind of money YOU want?

I want you to know that I have traveled the same road most likely you have when learning to promote my businesses. It was through a great deal of pain and frustration not to mention the money I lost that got me to learn TWO BIG marketing lessons. But the biggest marketing lesson that changed the course of my life was delivered by a camel driver in Egypt. Pay close attention, what I’m about to share with you could be just what you need to change the course of your life.

BIG Lesson #1

If you don't tell them they won't know!
If they don't know they won't come!

In the mid 1980s, I decided to try my hand at the New York real estate market. Right away I noticed that the successful agents in the office were doing quite a lot of marketing. Since I had no money at that time, I said, “Well, when I make some money, I will invest it in marketing.”

I was doing the same thing most small business owners do. I was waiting to make money so I could afford to invest in marketing and growing my business. So, I kept on waiting and waiting…

BIG Lesson #2:

If you don't decide who your MOST Profitable Customer is and speak directly to them you'll be spending your time and money on people who don't want or can't buy what you are selling.

After the real estate market I decided to go into a totally different business, because I had heard "If you do what you love the money will follow". So, I went into apparel manufacturing and retailing.

Because I realized the importance of marketing, what I ended up doing was spending a lot of money on the big billboards in the New York City subways, radio ads and flyers... we ended up getting a lot of people who were NOT able to afford what we were selling.

By the time I figured out I needed a marketing strategist I could not afford one. I knew the answer was in marketing, so I read books on marketing and listened to audios, but for some reason I just didn’t get IT! Nothing seemed to be working.

After 2 years of struggling and a lot of money down the drain I shut the doors and got a JOB working for a company that was importing apparel from developing countries. I spent 4 to 5 months a year traveling between countries like India, Sri Lanka, Pakistan, Bangladesh, Egypt… That’s when I learned the greatest marketing lesson of my life from a Camel Driver in Egypt and became a lifetime student of marketing.

What I learned is a marketing strategy so fundamental and so powerful that it has been successfully used throughout the world for thousands of years. It has been passed down from generation to generation and it is as powerful today as it was thousands of years ago.

Do not underestimate the power of this simple strategy. It could be the KEY that opens the floodgates of the abundance in your life!

So, now let me tell you how I came to learn this great lesson.

It was 1993, my first business trip to Egypt. I was in Cairo to oversee our production. One of the factory owners I was working with took me to see the Pyramids. What an amazing experience! It is truly one of the most remarkable and inspiring places on earth.

After a tour of the Pyramids, I noticed there were camels for hire. Now, I had never ridden a camel and since I’ve always loved trying new and exciting things I couldn’t wait to get on that camel, until I found out I had to ride with the camel driver. I don’t know if you’ve heard this, but camels smell really bad and the camel driver didn’t’ smell any better.

The factory owner wasn’t happy when I told him I wanted to ride the camel by myself. He insisted I get on with the camel driver while I kept saying over and over again "I want to ride the camel by myself". Only when he finally explained that he was responsible for my safety and I had no choice I gave in and agreed to go on with the camel driver.

During this entire conversation the camel driver was paying close attention. I saw him watching our every move. I saw him listening to every word. Well, as soon as we got out of sight of the factory owner the driver turns around and says, “You want to ride the camel by yourself?” I said, “Yes”. He says, “Give me $20”. So, I gave him $20 and he got off and started running along side of the camel.

Now I’m happy. I got what I wanted and I’m really enjoying taking everything in. He looks at me and sees me looking at the desert. Now he says, “You want to ride the camel in the desert?” I say “Yes”. Again, he says, “Give me $20”. So, I gave him another $20, he stood aside and smacked the camel on the behind. The camel took off in a full gallop.

I felt like I was in one of those Arabian movies. It seemed like everything was moving in slow motion. My hair was blowing in the wind and the hot desert sun was radiating on my face. I was totally enjoying this beautiful experience. And then it hit me, this camel is moving really fast and I don’t know how to stop him. About the time panic set in, the camel came to a stop, turned around and started heading back. Fortunately for me, the camel was already trained to go only so far and turn around.

Why am I telling you this story? What does this have to do with marketing? EVERYTHING! On the ride back I got "IT"!

"When the student is ready
the teacher will appear"

While the camel was slowly walking back to it's owner, I'm thinking "This camel driver sold me 3 camel rides in 30 minutes and I never even got off the camel! How did he do that?" All of a sudden all the books I read and all the audios I listened to made perfect sense!

Remember when I said the camel driver was paying close attention to the conversation? Well, he heard what I was saying. He listened to what I wanted, and he told me I could have what I wanted. All I had to do was give him some money. I gladly would have paid him 10 times as much for that experience. That’s the bottom line. Marketing is knowing what your customers want and giving it to them. It’s that simple.

"Marketing is finding out
what your customers want
and giving it to them"

The camel driver knew his MOST profitable customers were tourists. I doubt that many Egyptians would pay $40 for a thirty minute camel ride. He also knew that the best place to find the tourists would be at the pyramids.

Marketing is all about understanding your customer. When you know who your MOST profitable customer is, what they want and where they are — you are in the unique position to develop and deliver a marketing message that addresses their wants and needs and easily walks them through your sales process.

"It is impossible to overemphasize the immense need humans have to be really listened to, to be taken seriously, to be understood." --Dr. Paul Tournier, M.D.

By Developing Your Marketing Blueprint you'll have a better understanding of what your customer wants, expects and hopes for... Once you find out these crucial pieces of information, you have a tool that guarantees your success.

The process you go through to find out what they want and develop an irresistible marketing message is what the Marketing Blueprint Developer Toolkit is all about.

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