Leverage (6/23/14)

Leverage it’s the most amazing thing on earth, when used properly. When it is misused you have all kinds of debacles, like the housing bubble and just about every other major disaster that has been created by greed.

However, I got a reminder from Starley to use it the other day. “When you get out on the road milk every last cent for what it’s worth.” She gave me creative ways that she built her business on leverage, and the funny thing was she wasn’t even trying to make money off of the things she was doing. Now if you want the details of her story you have to ask her starleymurray.com.

“When you’re on the tour take video for information products that you’ll develop later, take the opportunity to build your list, Get on as much TV as you can, build some local sponsorship contacts, and create more content.” The point is that there is a hefty price tag on this book tour, and I’m not even talking about the cost. $50,000-$100,000, 10 months, and deteriorated mental and physical health.

Starley’s point was if I was going to invest so much into this one event I needed to get a few extra sides with my entree. The buffet line really looks a little something like this: book sales, personal interaction with hundreds of people, building a contact list, building sponsorship relationships, recording content for future products, media appearances, a potential world record, research for the next book, outline a mentoring program, outline a series of live event, and build a social media presence.

Basically what Starley meant when she told me to leverage every scrap of potential on this book tour was to go from anonymity to bordering on celebrity with a bag of toys for all would be customers by the time I made it home in a borderline vegetative state.