14th January 2013

18 Have you been telling tales?

I just uploaded a new video I think you’ll enjoy http://robcuesta.com/6figureblueprint As I write this, I’m just about over jetlag from a big trip to LA. While I was there I was reflecting on the importance of storytelling in what we do as Natural Experts. As I tell the delegates in my Six-Figure Blueprint Intensive, your “Legend”–the tale of how you got to be in the business you are in–and why you started, is one of the key elements of a powerful Expert Presence. And there are six other tales that you need to be ready to tell, whether you’re […]
25th November 2012

19 Who are you really?

I just uploaded a new video I think you’ll enjoy http://robcuesta.com/6figureblueprint In another of these videos I talk about stories that tell your reader or your listener about how you got to be where you are and do what you do. They are your “how I got here” stories, your legend. But I also said that they’re not the only story you need to have in your little arsenal of teaching tools. The second type of story I want to tell you about is what I call a “who I am” story, or a VIA story. I call them VIA […]
6th August 2012

Do you see opportunities or blocks everywhere you go?

Two sales men were sent from head office to Kuala Lumpur to set up a new sales office for Gillette. Within hours of landing the first one was on the phone back home.
6th June 2012

Will you discount now or later?

Back in my MBA days I remember being taught about price skimming. The idea was simple. When you launched a new product or service, you launched it at a premium price, let the early adopters pay that premium so you could recover your development costs fast, and then over time, as sales dropped, you dropped the price to the market rate. On the face of it, it's a really appealing strategy for experts launching innovative services: sell high, get a cash injection, and then let nature (and market forces) do their worst. There's only one problem. And it's probably one you can see instantly...
2nd May 2012

The Money is **NOT** In The List

Have you ever been told that "the money is in the list"? I hear it everywhere I go. And people fret over how many 10s or 100s of thousands of subscribers they have. If you've been worrying about how big yours is, then fear not: in the world of professional services marketing, size doesn't matter anywhere much as you think. There are people with lists of hundreds of thousands who are running out of cash, and people with only a few thousands of subscribers who have a fantastic business. It's not how big it is that matters, but what you do with it. And yes, this is starting to sound like a Benny Hill routine :) But here's the thing.