About Howard Jacobson
1. I'm a former clueless marketer.
This is extremely important. If you feel awkward or embarrassed or sleazy or confused or frustrated when you try to promote your business, I'm right there with you. I was there, and I remember vividly how it felt. I explain concepts with you in mind. I know that no matter how good the advice or how powerful the system, if it doesn't feel right to you you're not going to act on it.
And if you're a proficient and comfortable marketer, you'll still get all the value out of Leads into Gold. You just won't need quite as much convincing.
2. I'm an expert in learning and behavior change.
I have a PhD, dammit! I know lots of big words and I'm not afraid to use them.
No, what I mean to say is, I've spent my life studying how people learn and change. As a teacher, a coach (both executive and sports), and a consultant, I've helped thousands of people break through perceived limits and grow into their potential. I studied behavior change with Peter Bregman, founder of Bregman Partners, the premier organization change firm in the United States. I have a library of books on learning and change that threatens the stability of my house.
Have you ever attended a training in which you learned a bunch of great stuff you never implemented after the training? Haven't we all?
Have you ever read a business education or self-help book that you promised yourself that you would use and apply to improve your life? And how long did that last?
Knowledge without application is worse than useless. The problem with most gurus is that they can tell you what to do, but they don't know how to help you do it until it becomes habit.
I apply all that I know about getting people to grow and change in Leads into Gold. The audio crash course, the toolkit, the examples, the audio "personal trainer" - all these elements and more make it easier to implement Leads into Gold than not to. It's a complete educational system as well as a marketing program.
3. I'm a small business marketing expert.
I just turned down a pretty lucrative project because it was out of my comfort zone (no, wise guy, it didn't involve hiding 40 bags of cocaine in my underwear and flying to England). My passion (and my marketing focus) is helping small businesses who deserve to grow.
I look at it pretty selfishly: what sort of businesses do I want in my community? Do I want to shop at huge mega-stores filled with salespeople who are working there because their own businesses went bust when the big store arrived? Or do I want to shop in a small, locally-owned business where I know the owner and the employees, where they go the extra mile to help me, where the money is secondary to the experience?
And how do I want to be marketed to? By desperate, clueless cold callers bothering me at work and during dinner? By huge screaming banner ads and annnoying radio jingles? Or by caring, daring purveyors of quality, quietly offering me value in exchange for my attention? By innovative entrepreneurs always looking for a new and better way to delight me, to turn me into a customer for life and a vocal champion of their businesses.
I teach people how to market effectively the way people want to be marketed to. It's common sense, and it's extremely uncommon. And as tens of thousands of small business students of direct marketing have found out, it's extremely lucrative as well.
4. I believe goodness is more important than money.
My system doesn't assume you're a "take-no-prisoners, squeeze-every-penny-out-of-them, sell-them-your-product-whether-they-need-it-or-not" kind of person. If all you care about is money, that's a problem I can't solve for you. For most sane people, money is like oxygen. You don't think about it until you can't get enough. Then it becomes all you can think about.
So if you're reading this because you're searching desperately for a way to increase cash flow and profits, to keep your business afloat, to keep building your dream, to stay out of the corporate rat race, Leads into Gold can definitely help you.
But I want you to understand the purpose of business, according to me. It's to make a difference in the world through your work. The purpose of life isn't money. The purpose of life is life. Money is a tool to help you get what you want. If you just make money without contributing to the world in a way that means something to you, why bother? If you're rich but you can't turn your wealth into joy for yourself and others, what's the point?
Leads into Gold is a highly effective marketing system that helps you turn your business into the place, in the words of Parker Palmer, "where your deep gladness meets the world's deep need."