Back in the 60’s when I was a kid growing up, hitch hiking was a very common and pretty safe way to travel from one destination to another. It did not cost you a penny either, you just stood on the side of the road and stuck your thumb out and before too long someone would pull over and give you a ride. Boy, have times have changed. You would have to be a complete nut to hitch hike today, or pick up a hitch hiker because you know in this crazy world one of those stupid bastards are going to “Eat” the other one for dinner, either hitch hiker eats the driver or the driver eats the hitch hiker! Who needs Alfred Hitchcock in the 21st Century? His freaky movies have now become real!
But there is a version of Business Hitch Hiking that is effective, powerful and creates a ton of new business and income.
There is no denying that we are living in different times, a different economy, and different trends. This all equates down to one thing, we must adapt our message and marketing methods to correspond with these changing times. However, in the midst of these diversities, one thing has not changed and will forever stay a constant and that is the power of exposure. This law in the past has been called the numbers game.
Marketing methods, products and services are always evolving, but those changes must reach the masses to be effective and fulfill their purpose. No matter what you change in your business, product, marketing or message, the fact never changes that your results of success comes down to one thing and one thing only; the number of people you constantly reach to hear your message and given the opportunity to accept your offer.
Consistent exposure of your business and product to your target market is the number one key factor of both business and monetary success. The reason being is, we cannot control if people say yes or no to our offer, but what we can control is how many people get to hear about our offer. And after everything is said and done, the success of your business and product line is based on numbers. How many people are hearing your story?
Please mark this on your wall and never forget it; An average product with superior exposure will out sell, out perform and create more profits, than a superior product with inferior exposure!
This is the exact reason why household names like Disneyland, Coke, and McDonald restaurants spend millions of dollars annually on advertising and exposure. Do you think they invest all this money because they like spending money? Just go work for them and when you get your first paycheck you will soon find out how frugal they are!
If you want to increase your sales, income, business and product line, take every opportunity you can to expose your business to the marketplace. Here is a tip to maximize your exposure. (It has been the foundation of how I built all three of my companies to levels that far exceed my income expectations and dreams).
Leverage: Get others to tell your story, advertise and promote you. They say word of mouth advertising is the best advertising in the world. That has a lot of truth to it; the problem with that is, it usually is short lived. The very best way to leverage yourself with getting others to market for you is what I like to refer to as Hitch Hiking Marketing. Look, when people give you good word of mouth advertising, the longevity and depth of that kind of marketing is dependent upon that persons motivation and network. Although highly appreciative, it is not a solid foundation to base your marketing efforts on.
However, if you can find a product, a company or service that you can ride along with into their markets, they are motivated to reach their markets for their own profit, you just happen to ride along with them. In essence, they tell your story on their marketing dime. Brian Tracy told me once that if you just look at what successful people (businesses) do, and follow their model, you can expect to get the results they get. I took his advice and applied it to our publishing company back in 2006. How did I sell and market over 200,000 printed copies of our Power of Mentorship books? I got 19 other co-authors to join me in the book, and now instead of just me selling and marketing the book to my market, I have 19 co-authors who are going into their markets and as they do, my story, website, name and information is riding along (Hitch Hiking) at no cost. Of course, it works the same way for them as well. This is why you can go onto any search engine and just type in Power of Mentorship and we dominate the sites.
How else do I implement Hitch Hiking marketing? I take every opportunity to write forewords for books, give testimonials and endorsements for products and services I know are good. Any place I can get my name or products to ride along on, I am there.
How do the big companies use leveraging to expand their business and use this exact same kind of Hitch Hiking Marketing? It is called Sponsorship. It is one of the most cost effective and result producing methods of leveraging you can use. I take every opportunity I can to Sponsor projects.
If you can find a successful company or product, they are going to spend thousands upon thousands of dollars on getting their product into the marketplace. They are going to reach markets and people that would be virtually impossible for you to reach. And by understanding the power of sponsorship, you can tie your company into this massive stream of marketing by simply riding on their marketing dime.
It is the epitome of leveraging yourself, your company and your products to grow your company and increase your profits for pennies on the dollar. Once again, as Brian Tracy said; If you do what the successful do, you can expect to have what the successful have.
Show me any company or product that is not growing, and I can assure you it boils down to one thing; lack of exposure, not getting in front of enough people. So, to ensure the success of what you do, stick out your thumb and hitch a ride on the next power train that is going where you want to go; in front of a lot of people!
Hitch Hiking Marketing is the best advice I ever received and for sure was the smartest and most profitable bit of advice I ever implemented. I hope you follow my example, I truly believe that if you do, like me, you will far surpass your expectations!
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Don and Melinda Boyer