Fact: You are capable of extraordinary things.

There are no ordinary people. It’s just that some of us settle for ordinary results. We make ordinary decisions and take ordinary actions.

It’s easy to be ordinary. We simply need to follow the masses. It requires no courage and no creativity. It’s like living on autopilot. This is why millions of extraordinary people live ordinary, unfulfilled lives.

So, how do you become extraordinary?

You don’t need to do a thing! You are already extraordinary. You were born that way. However, there are 2 things you should do, to build an extraordinary business and life.

1. Make extraordinary plans. This means deciding what you want, rather than settling for the ordinary.
2. Summon the courage to put your plans into action. It’s tricky to break free from the masses and do your own thing. However… remember those periods of your life, where you needed to be brave? That’s proof that you have the courage required. You need to dig deep down and summon that courage. But it’s there. Right now. Just waiting.

Those 2 steps are all that separate us from enjoying an extraordinary life.

Questions and answers

Is it easy? No. It’s challenging.

Is it worth it? Absolutely.

Can you do it? Yes. You’re extraordinary and capable of almost anything you set your mind to.

Do you want it? That’s for you to answer.

Today, I have a quick, yet really effective marketing idea to share with you. It’s simply this:

Success comes to the business owners, consultants, freelancers and trainers, who embrace the edges.

Allow me to explain what this means for you and your business.

Why it pays to embrace the edges

Clients will eagerly hire you if your service is measurably better than the competition. The best providers are few in number. They are always in demand. This means they earn the best fees.

Other clients will buy from you if you’re cheaper than the competition. If you know how to scale your business correctly for the low price model, you can make a fortune. And many business owners have.

Some clients will eagerly hire you if your service is measurably faster than the competition. The fastest providers in some industries are always in demand. The 2 hour dry cleaner. The express delivery service. Providers like these are always busy and can charge more, because they solve a problem fast.

1. Better.
2. Lower priced.
3. Faster.

Did you notice what those 3 all have in common?

They avoid the middle ground

Most business owners choose to cling to the middle ground. They’re neither better or lower priced or faster. And as a direct result, they make it impossible to grow their business in any meaningful way.

Impossible?

Think about it: There’s nothing to motivate a prospective client to hire a middle ground provider. Nothing. They’re just average. Average and immediately forgettable. Average and unremarkable. And it’s spectacularly hard, if not impossible, to succeed in an average, forgettable, unremarkable business.

A far, far better approach

One of the first things I do when I work with a new client, is to show them how to get their business from the middle ground to the edge. Once we have done this, we have a massively more motivating proposition for their marketplace. It becomes far easier for us to market their services. Plus, because they’ve chosen an edge, my clients also attract a regular flow of referrals and recommendations.

So, they no longer struggle to attract clients or customers. Instead, they become a magnet to those who value the edge they have chosen to embrace. I recommend you do the same with your business, my friend.

Every one of us needs to intentionally decide where we position our business. I strongly recommend you embrace the edges… and avoid the overcrowded, unremarkable middle.

Tip: This will help you get it right.

There’s a remarkable opportunity right in front of you. And it’s yours for the taking.

For the taking?

Yes!

Think about it: No one gives you the initiative. You take the initiative.

This means you’re free.

• Free to encourage those around you.
• Free to offer the best customer service in your industry.
• Free to build a business that offers you the lifestyle you want.
• Free to have your name used as a byword for excellence.
• Free to become the best possible version of you.

Of course, you’re also free not to. And that’s perfectly fine. So long as you’re clear that it’s a choice. Your choice.

Because the initiative is taken, not given.

That’s got to be one of the very worst reasons to do anything in business.

Do it because it works, sure.

Do it because it generates increasing returns, absolutely.

But doing something a certain way, purely because you’ve always done it that way, makes no commercial sense.

Why?

Because although a business owner’s approach may remain static, the marketplace is changing. And the pace of change is accelerating. This means the approach you use needs to adapt, if you want it to work. Interestingly, this applies to all forms of marketing. Not just digital (internet) marketing.

For example

Here’s just one very common example. Until recently, if a service provider offered an outstanding service, that was enough to ensure they received a regular flow of referrals. They could build a valuable client base, from word of mouth recommendations alone.

Today, that’s no longer enough. Times have changed. Unless you use the correct approach, delighted clients will no longer feel inspired to tell their friends and contacts about you. If you work in any service-based profession, you’ll already know this. There are a few additional steps you need to take, to attract great referrals, which were unnecessary just a few years ago.

As a business owner, you need to be aware of changes like this. Then adapt your marketing approach accordingly.

Fear not my friend!

Here are some of my top marketing tips and ideas — yours now, for free. The information is updated regularly and will provide you with lots of workable marketing advice, most of which you can get started on today.