Get fucking paid.

“You will get all you want in life, if you help enough other people get what they want.”

I love this quote from Zig Ziglar, but it’s not the whole picture, and in turn, I think many business people can be disillusioned by this advice.

I get it – be helpful, add value. It’s everything that content marketing is built upon.

It’s not wrong, it’s just not the full picture.

For example, content marketing is also about sales, getting customers, business growth and making profits.

Here’s my alternative version:

“If you help enough other people get what they want, and make sure you are paid for the help/advice/product/service you provide to them, their success will lead to your success.”

Zig Ziglar got paid, believe me. He made sure that his business model made him money.

You can’t pay your bills with smiles and rainbows.

Ryan Blair was interviewed recently and said “I just try to create as much value as I can and I never focus on the money” – honestly, I don’t believe it for a second.

What. A lot. Of. Shite.

Should money be a primary focus for entrepreneurs? @realryanblair shares his thoughts on this with @peterjvoogd.

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I’m frustrated with entrepreneurs advising other business people to not worry about the money and focus only on delivering value.

I think we can agree, as a standard, that you have to add value to the market place, otherwise people won’t buy from you in the first place.

You could argue that perhaps money shouldn’t be the primary goal, but for the love of all that is holy!…It absolutely must be part of the major goals of your business.

This advice on it’s own is terrible advice for business people. It’s really saying – don’t focus on the money, and focus only on the value you bring. The more value you bring, the more you will be get back in return. Like I said, it’s true, but there are a few other things that really matter for this to work, and it ain’t just about ‘adding value’.

The reason I’m frustrated is because I’ve had too many conversations recently with people who think this is the right thing to do and they don’t have any fucking money. They are skint.

You need to get fucking paid. End of.

So here are a few things, that by doing them, will allow you focus on value first, and make sure you know where the next pair of pants are coming from.

1 – Make it clear what you sell and make it easy for people to buy from you

Create content, add value, been seen, turn up, be consistent – these things matter a lot. It’s what we teach and believe in at CMA.

But please make it easy for people to buy from you. The link from your content to the thing you sell should be clear and obvious.

Don’t get disillusioned about ‘content marketing’ not being about sales. It’s very much about sales, revenue and profits.

It’s also got fuck all to do with you the creator and everything to do with those who engage with your content.

What happens when someone reads your blog the WHOLE way through, watches your video, or listens to your podcast all the way to the end?

They are making their buying decision. Where’s your fucking CTA?!

I’ve had too many conversations with people creating content that are ‘adding value’ but it’s not easy or clear what they actually sell or how to buy from them.

This is a major problem, and leads to people thinking that their marketing doesn’t work.

Don’t be afraid to sell, don’t be afraid to make it clear how you make a living.

Get fucking paid.

2 – You have a business, not a hobby

I know that if I didn’t have financial goals I wouldn’t push myself as a hard as I do.

I have a business, and so do you. It’s not just about earning enough to live on (a salary), it’s about making profits that allow you to build a business.

Profits allow you to spend money on your business – and you have to spend money to make money. That’s just the facts.

It’s a completely different mindset.

In order to have a successful business you have to

  • make money
  • have money goals
  • have cash in the bank
  • get fucking paid
  • make profits

If you aren’t doing these things, you don’t have a fucking business. It’s a simple as that.

Having financial goals will push you and challenge you to figure out how to add more value, and create new things for your customers and clients.

Get fucking paid.

3 – Selling is a lot of fun

When everything is working, and people are paying you money for what you do, it’s a lot of fun.

It feels fucking amazing when you are making money.

When you have enough cash in the bank, and a predictable income, it frees up so much creative space in your head to do amazing things.

Gary Vee says “cash is oxygen” – it’s true. Cash helps you to breathe. You can focus on adding more value when you have cash. So, by proxy, in order to get to that point, you will have to focus on the money goals. I think that’s pretty obvious.

See selling as an exciting and fun part of your business. Enjoy it. Lean into it.

Get fucking paid.

4 – Be seen to sell

I love what Chris Ducker says – “you have to be seen to be selling”

I think this is true – people need to see that you do in fact have customers, and that they value the thing you do. That people have bought from you before, and continue to buy from you.

So, in order to be seen to be selling, you have to fucking sell something, which means you have to focus on the money goals and the sales process.

That might be obvious, but it’s a major gap.

Be proud of what you sell. Sell it in public. – This is so important. So many people apologising for how much they cost or what they offer for what price. FUCK THAT! Do not justify yourself.

If you are confident and proud of what you do, this should not be difficult.

At the end of the day, you are doing someone a favour by providing the product or service. Don’t forget that they need and want what you have, and they are willing to pay for it.

Give it to them.

Get fucking paid.

5 – What you measure improves

Just like everything in life, and soon as you start too measure the numbers, they improve.

  • You want to be more productive? Start measuring on your time.
  • You want to be slimmer? Start measuring your weight.
  • You want to be fitter? Start measuring your steps.
  • You want more traffic? Start measuring your analytics.
  • You want to bake a great cake? Measure out the ingredients.

If you want more money and a more successful business, you have to do the following:

  • Measure the number of leads
  • Measure how much money people spend with you
  • Measure cash flow
  • Measure profitability
  • Measure your costs
  • Measure average spend

Measure everything of significance.

This couldn’t be more fucking obvious.

Money matters, and anyone that tells you different has either lost sight of what building a business is all about, or has lost their mind (or both!)

It doesn’t matter what level you get to in business, you will always want and need to have a solid understanding of the financial aspects of your business. It’s delusional to think that it doesn’t matter. It’s the real truth of your business and the numbers never lie.

Simply focusing on adding value to be successful is not the whole picture.

Get fucking paid.

DFTBA!

Chris.

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