Government Regulations Create Many Business Models

I just came across an ad for FlyClear.com, which is a private for profit company designed to help its customers get through the airport quickly. They are a voluntary, self-credentialing, private sector service. And if an airplane blows up because of their service they are probably insured and/or the owners can quickly cash out before the lawsuits strike. I find it fascinating that all of society has (apparently) arbitrary bottlenecks placed on it and then some for profit company can claim to create an alternate route for those who seek it.

Being Cheap Gets Expensive on Your Soul

This was from a few months back. Cleaning out the inbox, and coming across this gem makes me sooooo happy about changing my business model.

WHY YOU’VE GOTTEN SO BIG THAT ITS CHANGED YOU FOR SOME AND AGAINST SOME. YOU’VE GROWN AND GOTTEN PICKY, BUT TAKE IT OUT ON US, YOUR CUSTOMERS THAT KEEP YOU GOING. YOU NEVER ANSWER OUR QUESTIONS, YOUR SO BIG IN THE HEAD, WE’RE IGNORED. BUT I LIKE WHAT YOUR DOING FOR EVERYONE, EVEN THOUGH. I COME ON YOUR SITE, BECAUSE I LIKE TO BROWSE, TO ENJOY YOUR SITES. WHEN I STARTED IN 07, I GOT SITES FROM ALL OVER, NOW THEIR FROM DOWN THE STREET. BEFORE I FOUND 5 AUCTION WEB SITES, NOW ONLY 2= YOUR GETTING LAZY. SUCH IS LIFE, HAVE A NICE DAY.

Laziness was perhaps a bit inaccurate there. Overworked? Perhaps.

The bigger your brand gets, the worse your customer service gets unless you put barriers (typically financial) between you and the people giving you feedback (even requiring free registration kills much of the noise though). 100,000 people will tell you what they think you should be doing (I literally have probably exchanged emails with that many people), but only 20,000 of them would actually be willing to pay you to listen to their advice (for a nominal one time fee), and only a few thousand are willing if you charge recurring for that opportunity.

As competition and market saturation heat up, weak and cheap relationships get killed by lowering perceived relevancy and value (free is much easier than cheap), while close and high value relationships that are nurtured flourish.

Tag-line Fun

So I got a bit of flack when I changed my tag-line from “a new chapter every day…” to “Learn. Rank. Dominate.”

I actually changed it before I changed my business model and people thought I was just being arrogant. I think one problem with the perception of the old brand was that it made it sound like I am always learning and you have to keep learning SEO every day. It perhaps was off putting for some people. Plus the price point and lack of interaction (unless I wanted to answer 4+ hours of email every day) limited how much I could teach people.

What are the odds that one linearized book was perfect for everyone? Not likely. Many people who bought that book probably never read the whole thing. So I broke it into chunks, added multimedia, and put it all online. Suddenly an endless sea of good information turns from overwhelming to a great asset. Increase the price-point to go with the shift and you attract the right kinds of customers who want to dominate. Plus with the increased price-point you have enough time to help each of your customers out one on one.

And if you ever worked in the corporate world, and saw department heads going back and forth, it is no secret that most people at the top of large companies want to crush the competition and dominate their marketplace.

And most people who work independently also want to dominate their market. It wears you down doing everything by yourself, so you really have to want it really bad to stick with it…you have to want to dominate the marketplace.

It starts with learning then ranking, and when you have done a lot of both of those that sets you up for market domination.