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The reality is that most people never learn to market themselves and in fact many people are opposed to marketing themselves. This applies to all areas of life. If you have ever wanted someone to pay attention to you (called dating or mating) the defining principle is marketing.

Marketing is completely natural. And yet, most people either aren’t very good at it or are even opposed to doing it. I could spend time on why people have developed a dislike of marketing themselves but I’m not going to waste your time.

The important part is this: If you want to succeed you must learn to market yourself. The fantasy that you will be so good at what you do that the world will beat a path to your door is just that, a fantasy. That’s not how the world works.

Every successful person, including Einstein, had to market their idea. You must embrace this simple truth: If you refuse to learn to market yourself, you are relegating your success to other people who will market what you do.

Every successful business is founded on this principle. Massage Envy, Elements, Supercuts and others know that the people that work for them are incapable of marketing themselves. As a result, when you work for a successful marketing company you end up paying them. You will only be paid a percentage of what people are paying for your skill. The rest goes to the person who is doing the marketing.

At a certain point you have to ask yourself, how much are you worth? If you believe you aren’t valuable, then why will other people believe you are? The difference is marketing! Marketing is simply the way that you tell the world that you are valuable. It’s the way you educate the world in the value of what you know or do. It’s the ability to clearly articulate and deliver a message to people that lets them know how they can benefit from what you know or do. That’s all it is. It’s not easy.

Marketing is changing all the time. But I can guarantee this: For anyone who understands that their success depends on mastering marketing skills, the future will open to you in a way that you can’t imagine. I want to stress that I’m not a marketing guru and that this is something that I have had to learn through trial and error. It has been a long hard road and I constantly am being challenged to get better. It never lets up. And I have learned that it doesn’t matter how good something is, if you don’t market it, no one will know. There is no option B. You either do it or you have to work for someone who will do it for you.

S o the first and most important step is to fully realize that to succeed, you must understand that you are in the business of marketing. That has to be your primary focus, every day!

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