As Dan Kennedy so aptly said: “No one wants to see the man at the bottom of the mountain.”

It’s your duty as an entrepreneur to be the guy or gal at the top of the mountain. How do you do this? Well there’s a variety of things you can do. But for our purposes here, it boils down to how you position yourself. How easy it is to get to you determines your value to the marketplace. The less time there is of you to get, the more people will want it, the more they’ll desire you and what you offer.

Remember, we all want what we can’t have.
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The one thing most business owners and entrepreneurs are timid about is self-promotion. But this is where the real money is. First off, we as entrepreneurs need to get rid of our beliefs on what “life should be like” and start seeing how “life really is”, and what’s “really happening.”

We need to understand to be ultra-successful does NOT require you to have the best product or service. That’s a fulfilment issue, not a marketing issue. Your success or failure comes down to promotion. It doesn’t matter if you’ve got the best product when your competition out-blitzes you on promotion. In this case you’ll still starve whether your product is the best or worst, it makes no difference.
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I just watched a powerful little DVD from Joe Vitale called ‘HUMBUG: The Art of Outrageous Publicity’ (available from Amazon). It reveals the inside story of a prank Joe pulled on the US lottery and how they paid a guy to pretend he’d won. The prank was outrageous and it fooled the US media for a full 24 hours before the real winners came forward and claimed the prize.

The whole point of the exercise was to get free publicity for Joe’s book The Attractor Factor’ and it worked like gangbusters… getting nation wide coverage across the US.

Now I’m not telling you to go out there and become a hoaxer. That’s not what I’m getting at here. But the lesson is important. You’ve got to be a self-promoter, someone who excites interest from the marketplace. Or as Dan Kennedy puts it: You’ve got to…
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If you want to start making the BIG dollars as a copywriter, first you’ve got to do your apprenticeship. Get those first few dozen promotions under your belt and do the best job you can.

And don’t get envious of those getting the big fees. Observe them and study them and you’ll see they didn’t always get the big dollars; they earned them!

You see, if you want the BIG bucks, you have to be consistently competent. It can’t be a hit or miss affair when you’re playing in the big league. You’ve got to be consistently handing in top quality work to your clients.
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Getting the BIG idea is the most important thing… the details come later. The big idea might be what angle you’re going to take in your sales letter. It could be what you are going to sell next to your customers. It could be how you are going to implement a system that increases the size of each transaction a customer has with your business. Whatever the next big idea is, the most important thing is you got it, and now you’ve got to do something with it.

Just don’t fret about the details. The details come later while you’re implementing the idea. You see, what happens most times is you get a brilliant idea…. you get excited and then after a while something strange happens. You begin to get doubts. You start to see the work involved. You realise there are certain things you’ve got to figure out before going ahead. In short, there are a lot of DETAILS that have to be covered.
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