As online entrepreneurs, there are many things we know we should be doing but just never have the time to do—or even to find the time to figure out how to do it. I’ve mentioned this in previous articles, but as a web guy, my own sites usually get pushed aside to work on client sites, and then I wonder why I’m missing out on things.
I’m constantly on the lookout for resources that I can learn quickly for myself or make the life of my customers, clients, or students easier. I know for myself if I have a list or an action item it makes it much easier to get things done.
The resource I want to talk about today is actually a book called Cut The Yo-Yo by Dr. Len Schwartz. It has a subtitle of “Never go a day without leads, referrals, or sales again! 52 simple strategies to dominate your market—WITHOUT spending a penny on advertising.”
This book has 55 strategies. Each strategy is two to four pages long and very easy to read. At the end of each strategy, there is a list of action items, usually three to five bullet points on what to do. As you read many of these strategies you will say to yourself, “Dang, I knew that.” But maybe you haven’t DONE it. I like how he breaks it down so simply and gives you actionable items that are easy to implement.
I’m sure it’s no accident that there are just over 52 strategies—at least one for each week. While they are fairly easy strategies, we’re also still trying to run a business. I think that’s why we fail at certain tasks. It usually takes too long to do something. Or there are no action items. And when we get a moment, we don’t want to spend that time trying to figure out exactly what we’re going to do and then do it. I know for me it’s like, “Okay, I have a few hours; what am I going to tackle?” What does it actually take to do it? By the time I gather what needs to be done to do it, I realize over half of my time is already gone.
Something I also like is each section starts with a cool quote, and I love quotes. I know quotes won’t help with sales and conversions, but sometimes they help put you in the right frame of mind and give you motivation.
An excerpt from the intro says “This book gives you the power to implement, test, track and manage multiple business-building/new client generating systems and solutions … so you can finally take control of your business growth and income. (Being able to wake up every day and create demand for your products, services or solutions IS the key to your desired long- term success!).” I recommend you read through the book one time. It’s a quick read and it will motivate you to take action. Then go back through and start implementing the strategies one at a time.
When I read a book, I get ideas and questions so I get one of the larger index cards and jot down thoughts and notes. And of course, when implementing the strategies, I write done more notes. Not every strategy will fit for what you do, or you might not connect with a few of them. Remember though, there are 55 so maybe you still get 52—one for each week. If you do run across one that is difficult or you aren’t sure about, skip it and go to the next one. Then you can go back and look at the ones you skipped through!
The book is written by a chiropractor who grew his business to one of the largest practices in Philadelphia. He then started a marketing company to start helping other businesses grow their business. What I found really cool is that some of the marketing mentors or people he’s worked with I have worked with too at one point or have read materials from others mentioned. Hmm, which may be why I felt like I knew many of the strategies already.
I did find it a bit funny that he must have made more money as a marketing specialist than being a chiropractor. Or maybe he just had more fun helping people be successful.
In closing, if you are a business owner of any type I think you will enjoy the simplicity of this book. Not just the readability but also the action items and information. The good thing is, it is a reasonably priced book and even cheaper on kindle. And if you think about it, you could probably go through this book once a year, make note of what’s changed or reapply some of the things that worked previously! Len also has a podcast that might interest you!