It’s around the corner! More and more people are registering to come to my upcoming seminar on multimedia copywriting with Dan O’Day.

You already know who I am, but you probably don’t know Dan, who’s my “secret weapon” when it comes to audio and radio copy.

Dan is the world’s leading expert on radio advertising, which just happens to be the single most effective mass medium for driving targeted traffic to a website.

Well, Dan agreed to do a special teleseminar for you this Wednesday.

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As we’re getting ready to speak at the next Big Seminar, and share the stage with none other than Jay Abraham, my wife Sylvie and I have been working furiously on our upcoming product, Success Chef, which we are launching at Big.

But as busy as I am these days, and with the added stress of writing copy, dealing with clients and raising three teenagers, I sometimes find myself dipping into a few books as a distraction for some solace and quietude — and to give me some fresh ideas.

Last week, I bought four books, and devoured them in a single week!

I’m nothing short of amazed at how great these books are. And I want to share them with you and encourage you to grab a copy. (Audio versions of the books are also available, too.) They are…

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The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business is Michel Fortin’s ebook that brings together the art of positioning with the science of direct response.

This version is the 3rd edition with over 140,000 copies distributed to date! This is includes third party distribution since people are invited to freely pass the ebook around. In fact, the estimate is in excess of 140,000 copies in all. (It’s probably closer to 300,000 copies if not more.)

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Before we begin, you must understand the concept that underlies this book. In today's society, I believe we have experienced two major shifts that have almost completely revolutionized the entire business landscape.

The first and most important one is competition.

The mere fact that business is becoming increasingly hypercompetitive is an understatement. Businesses, particularly home-based businesses and self-employed professionals, are growing at an explosive rate.

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If there’s one problem in all advertising and marketing, it is the sheer fact that there is too much competition out there. Everything just seems to look like everything else. If one copies another company let alone another company’s promotion, it only serves as a reminder of one’s competition!

You don’t want to remind your prospects about your competition, do you?

So, don’t copy them — or as Earl Nightingale once said, “Don’t copy, create!” Be unique. Be original. Be special. Be different. In fact, be so different that, if possible (and it is), your name or the name of your firm as well as the services you deliver become generic in the minds of prospects.

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So, if you’re following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary product or service, or do you offer an ordinary one?

Even if the service you provide is customary, traditional, and probably offered by your competition, you should make it appear unique just as well.

Remember that perception is more powerful than truth. You don’t need to emphasize that your product or service is unique, better than the competition, or even the best for that matter. Doing so by declaring that it is can sometimes be worse than not saying anything at all, and the reason for that is that it makes your self-serving claim appear suspect or exaggerated.

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The most common mistake newcomers to business make is to think that by expanding their portfolio they will secure more business. Conversely, they think that by narrowing their market they will also narrow their chances of getting more business. In either case, nothing can be further from the truth.

A management consultant who I believe had a knack for human resources also offered bookkeeping services, thinking that having more to offer will keep her busier — she then wondered why she wasn’t getting any work!

The truth of the matter is the fact that specializing and narrowing your focus as much as possible will increase your likelihood of getting more business.

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