Jay Abraham gives diving board versus Parthenon analogy. In analogy, each method a business uses to obtain new business is a pillar that business is built on. He points out that most businesses only use one primary method (or pillar) for bringing in customers. If that method collapses or fails, they go out of business. He then teaches businesses to effectively utilize multiple pillars for deriving business.

We all seem to understand what both of these "Jays" teach :-) What's difficult for many of us is applying it. How do you use as many different tools, approaches, and methodologies as you can in your marketing efforts? How do you build a strong, multi-pillar, approach to generating new business?

Perhaps best place to begin is with what you are already using and what your competitors are already using. Begin by making a list of methods you currently use to promote your business and a list of tools that you probably could use. This list will likely include things like: ezine ads, writing articles, publishing your own newsletter, postcard mailings, package inserts, banner ads, link exchanges, writing and distributing a low-cost book with intention of it going viral, creating and distributing low-cost software with intention of it going viral, an affiliate program, pay-per-click search engine campaigns, listings in specialized search engines, forming strategic alliances with other businesses, etc.

BROADEN YOUR THINKING: YOU MIGHT MISS SOMETHING

When I’m marketing for clients, I work in a quality network. The person I turn to for web design is Nancy Fenn (http://www.geocities.com/idesignwebpages). She is also an Intuition Coach (www.bemyguide.net). She refers clients to me for overall marketing strategy and management, and I do ezines. I refer my marketing clients back to her for web design because I don’t know anyone who does better work.

Recently, in working with one of Nancy’s referrals, we talked about how excellent Nancy was at web design, and client, who had initially gone to Nancy for personal life coaching, said to me, “Nancy has many hidden talents.”

Nails on blackboard here!

IS THIS A HIDDEN TALENT: YOU BE THE JUDGE

Here’s an example of Nancy’s work: http://www.thecoachingmuse.com. I don’t see anything “hidden” about Nancy’s web design talents, do you?

If you can’t see thread that would make someone both an excellent coach and an excellent web designer, I can supply it, but I want you to realize it’s always there.

Most people who are entrepreneurs are multi-talented. Be willing to accept this and make use of it. Corporations and businesses ‘pigeonhole’ people. A person working on their own is free to soar, and most do!

THE THREAD, THE CONNECTION

The thread is Nancy’s intuition. This allows her to coach well, and also to ‘get’ person and put this across on Internet which is, after all, essence of branding.

We have been trained to make fun of “the bait shop and beauty shop” approach. Why, I don’t know, but it’s time to let it go and move on.

For many years here in San Antonio there was a store that sold firearms and liquor—scary thought, isn’t it? However it’s a natural connection and store did well. Furthermore, it sat in our premier shopping center, right beside designer clothing store. (Now where might you park your husband while you buy your $500 dress?)