In the hierarchy of needs, Maslow talks about having the basic needs of survival, then safety, love and affection, and higher needs of actualisation and so forth.
I realised that good marketing isn't just about convincing people to buy stuff; it's about communicating value. I didn't do very well at it, but I discovered marketing and sales as a result of trying to succeed in the real estate world.We're probably running at million a year in sales. Modern reality is not about having letters after your name nor is it necessarily about having qualifications or certifications. I found the stuff others were teaching was rehashed from decades ago, seemed corny and ridiculous, was for relationships after you get a date, or was something that seemed a little manipulative or sneaky.We've launched several businesses in various niches, mostly in the relationship and dating advice space as well as the business marketing and Internet marketing space. Modern reality is about wanting to learn different things because your basic Maslow's hierarchy of needs are met. Then I started hanging out with guys that really understood dating and attraction; they were naturals. They were doing things that no one else I had found really noticed. Then in 2001, I started an Internet marketing business by writing an e-book and putting it online.
I went on to start my own consulting business for real estate and mortgage companies where for three years I taught marketing, sales and how to build business.
Eben talks about how and why the Internet gives us all opportunities to make a difference in the world. He's been very successful in a lot of different areas on the Internet and got started when a lot of things were just beginning. I had to figure it all out: how to do e-mail, how to get traffic and how to take payments.
I think it is the first time I've had a conversation like this during an interview. The day the website came online, I sold two or three copies of my book.
I took that knowledge, codified it, put it into a system, figured it out for myself and then wrote a book. They don't realise that almost all of the money in a business is made after the customer buys their first item and then returns to buy additional items. When we created our e-mail newsletter, my goal was to create the most valuable newsletter in the world on any topic and then to give it away for free because the Internet allowed me to distribute and syndicate content economically.
I can sign up for an auto-responder system, load my list of 10,000 or 100,000, and email that list every few days for a month.
Instead the conversation went in a completely different direction. That was a game-changer for me because before that I had never built a website.