Youll Hate Me For This Truth

Youll Hate Me For This Truth

charger-vs-lexus-green

I’m going to hurt a lot of feelings here so apologies in advance.

Please forgive me and read on anyway, because what I’m about to reveal might be the most financially liberating success formula EVER!

As I have said before, the truth will set you free but probably aggravate you at first.

I’m betting you’ll agree with me in the end even though it flies in the face of conventional wisdom and what we’re taught about money and success.

Money moves based on a “value exchange” and how much of it moves to you is based on the “perceived value” that a paying client receives when transacting with you.

With that said, there are 2 TYPES OF VALUE – there’s TANGIBLE value and then there’s INTANGIBLE value.

Now most business people focus on the TANGIBLE value they deliver to the market place and that’s fine if you want an ordinary income but not if you want an extraordinary income.

Let me give you an example of TANGIBLE and INTANGIBLE value.

As a 19 year old I purchased a brand new bright orange E39 Charger and the sole reason for doing so was to pick up chicks. After all, I figured I needed all the help I could get.

Today that same car is probably worth a $150,000. Why? Because, people are paying that much for such a car. Even though when I bought it new, it was less than $4,000. Heck, I even remember the license plate number.

You see guys like me are paying $150,000 for an E-39 Charger because of it’s INTANGIBLE value. In other words, Baby Boomers reliving their teenage years.

These days I drive a Lexus SC-430. It was worth about the same money but it’s depreciating fast because it’s TANGIBLE value is just that it gets me from A to B all be it in style.

Matter of fact, you could argue an SC-430 is superior in every other way to a E-39 Charger except for it’s INTANGIBLE value.

Another example is the watch I am wearing today. It’s a Breitling and it cost about $15,000. Its TANGIBLE value is it tells the time but it’s INTANGIBLE value is it’s a Breitling branded watch.

Heck you can even buy a Kobe Bryant Black Mamba watch for about $70,000 USD. Again it’s TANGIBLE value is it tells the time. It’s INTANGIBLE value is it’s a Kobe Bryant watch.

All this leads me to a question you MUST ask of yourself as I will here ask of myself. And that is…

What is my TANGIBLE value and INTANGIBLE value to business owners?

Your question will vary ever so slightly based on who you deliver to.

So what is my TANGIBLE value to business owners?

Well for a start, I provide improved sales and profits, both online and offline through the correct execution of emotional direct response marketing, all of which improves the value of their business.

That’s about it in a nutshell.

Now here’s a list of some of my INTANGIBLE value.

  • Coach of the Coaches in Australia
  • Largest business coaching program in the southern hemisphere
  • Highest paying business coaching program in the southern hemisphere
  • Self-made from scratch multi-millionaire
  • The Original Millionaire Maker in Australia
  • Dubbed the “Napolean Hill of the 21st Century”
  • 39 years of expensive experience that I didn’t dream up last night
  • No BS “Show me the Money” advice
  • Bought and sold 20+ businesses
  • Shared the stage with Trump, Robbins, Kiyosaki, Branson, Bouris, Kennedy and Dent
  • Multi best-selling author
  • Who I know and who knows me
  • Celebrated success stories
  • Wise guy at the top of the mountain
  • Internationally recognized and renowned
  • Highly developed skills that are all self-taught
  • Master of emotional direct response marketing
  • Raised myself to the top of 4 professions – marketing and sales, copywriting, speaking, coaching, consulting and mentoring

Recently I’ve shared the stage with Richard Branson. In fact, I spoke just before him. The truth is the attendees came to see Richard not me even though I could argue that in the 90 minutes I had on stage the attendees gained more TANGIBLE value that they could turn into money.

But the truth is Richard had incredible INTANGIBLE value, so much so that people waited all day just to see and hear him. Just so they could say they saw and heard Richard Branson.

So is my advice a 100 times or a 1000 times better than another coach or consultant who charges much much less than me?

The truth is probably NOT although when you look at my INTANGIBLE value I am unmatched in this country and that’s why I can charge pretty much what I damn well like.

The problem with TANGIBLE value is it’s too easily knocked off. Let’s face it, there’s literally a competitor around the corner who could do what you are doing. Consequently, this type of advantage is too hard to maintain and sustain for any period of time.

In fact, in today’s fast paced world, literally IMPOSSIBLE.

That’s why I keep telling the story of my INTANGIBLE value. There’s another lesson there. I can’t and you can’t afford to get sick of telling the market place about your INTANGIBLE value.

In other words, keep blowing your own trumpet even if you think they already have heard it before.

Am I saying DON’T have great TANGIBLE value?

Am I saying DON’T have a great product or service?

No, I’m not saying that. In fact, you’re products and services should be TRANSFORMATIONAL for those that purchase them.

What I AM saying is TANGIBLE value on it’s own, if you want a great income, if you want to change people’s lives is NOT enough on it’s own. You MUST also deliver INTANGIBLE value.

People want to believe if they just create a great product and service then naturally the money will flow. Of course, we all know that that’s NOT the case, particularly today when the power has shifted to the buyer – to buy or not to buy.

After all today, you’re fighting the war on 3 fronts. You have a consumer with more knowledge who wants to pay you less and work you against your competitors and your competitors are out to steal your clients.

The trouble is most of you believe that the quality of your deliverables should make you rich. And it should but it doesn’t. Why?

Because, money doesn’t have a conscience. Money doesn’t care about how good you are, how talented you are.

I know a whole lot of people who are far more talented than me earning a whole lot less than me and they get really “blocked up” about it. You see talent alone isn’t enough either.

In fact I’d go as far as to say I have Zero Talent. What I have are HIGHLY Developed Skills for where the money is and all of them are self-taught.

My success and other people’s success is a REAL AGGRAVATION to MORE TALENTED PEOPLE and they NEED to get over it because it will keep them BROKE.

So the truth is, it’s not TANGIBLE versus INTANGIBLE. What you actually want to achieve MASSIVE success both for yourself and for others is to deliver both… Both Massive TANGIBLE value and Massive INTANGIBLE value.

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  1. Hello Mal,

    This started off to be a great article to read but very disappointing by the end. I was hoping to learn something here but as usual, you give plenty of why’s and none of the How’s. In conclusion, it was a waste of time reading it.

    What was the purpose of sending me this information? I don’t get it.

    Mick, Sydney

  2. Hi Mal,

    Another great message for all business owners and entrepreneurs thanks for taking time to share your knowledge.

    Warmest regards – Coach Cameron Roberts

  3. Mal so Powerful

    Massive TANGIBLE value and Massive INTANGIBLE value, nobody would ever figure it out on there own. Because money doesn’t have a conscience and Money doesn’t care about how good you are or how talented you are.

    Its a big wake up call i needed to hear today.

    Thank you for the lesson.

    Kind Regards

    John Dwyer
    http://www.bizibrush.com.au

  4. Hi Mick,

    Sorry you didn’t get the message. The message is simple.

    People buy INTANGIBLE value and TANGIBLE value, yet most business owners only ever talk about what they consider to be TANGIBLE and TANGIBLE value can easily be knocked off by someone else. But INTANGIBLE value is HARDER to knock off and the market place will pay you more for it.

    So the bottom line is when presenting your marketing argument use TANGIBLE and INTANGIBLE value.

    Hopefully that helps. As you can see by other comments, I didn’t confuse everybody.

    I do hope I’ve cleared it up there for you.

    All the Best,
    Mal

  5. Very eye opening mesage Mal. I have just thought up a few ways I can add intangible value to my membership site offering.

    I sense that this article could even go deeper so please feel free to write more articles on this topic!!

    Thanks

  6. Actually Mal, that’s probably the best post you have delivered in the past 12 months, I am very much liking the changes I see here, it’s a softer wiser version – don’t worry though the old Mal still shines through, lol… with affection,

    Jade C

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