The Four Legged Stool in your Marketing Business

By: Joel Christopher

What does a four legged stool do to your marketing business? This metaphor was invented by Bill Bonner of Agora Publishing and it's a method of writing powerful and direct mail packages to sell financial newsletters.

If you have a four-legged stool and all the legs are strong it is very sturdy and strong. Now, if one of the legs were ripped off. It will not fall over but it may wobble. But if you only have two components, it will surely fall over. The same goes with your business promotions.

To succeed, you must at least have three of these elements strong or you have two of them strong and the other two average. So you need to have these four legs in your preferred proportions.

Leg number 1 is credibility.

You build credibility by getting publicity and exposure through media. The phrase "As featured in The New York Time, The Wall Street Journal." can actually help you boost your sales. Media credibility is very appealing to prospects and buyers.

Credibility is who you are and it could be anything. It may be anchored on where you went to school. You can also use your book as a source of your credibility. It is really effective in making people stop and take a look at what you have to say or offer when you are an author.

Leg number 2 is all about track records.

Who have you helped? For example, Joel Christopher, the man who helped 20 people build their lists from 0 to 10,000 in two days, could be a great example of track record, which also supports his credibility.

So it's track record. How have you been? How accurate have you been? How have people benefited from what you do? Interviews and infomercials are rich in building this particular leg for their businesses.

The third leg is future benefit

Future benefit is not given as much attention as it deserves. In a stock market promotion, for example, that says, "Martin Wise made 83 percent on Microsoft, 72 percent on Dell, 800 percent on Cisco and 200 on Qualcomm. That's great for the track records.
But those trades are done. Future benefits invite people to participate. It answers this basic question: "What will I get if I subscribe or buy this product to service? What will I get going forward?"

In the stock market example previously stated, future benefits may be stated in this manner: 'If you subscribe today, we'll immediately e-mail you a link to our free report." Make an effort to focus on the immediate future benefit so that you can further entice your prospects.

Finally, the big idea completes the four-legged stool.

It may be a simple idea, but the big idea is you can make it big in terms of benefits and solutions. You got to state the problem the reader has that your offer is going to solve, primarily.

These four legs work together for your business' success. You really have to detect which combinations or proportions will work best for you.

Business and Finance
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 

» More on Business and Finance
 



Share this article :
Click to see more related articles