by Guest Blogger, Lou Bortone
Maybe it’s because I grew up in a neighborhood filled with real-live Wiseguys, but I’m starting to think that the bigtime Internet marketing millionaires are part of a secret society. You may think that I’ve been watching too many episodes of “The Sopranos,” but consider the similarities…
In La Cosa Nostra, Mafia “soldiers” from various Families would have to work their way up through the ranks to eventually become “made” men. Every once in a while, the bosses would open the books so that new Mafiosi could be sworn in and inducted into the higher echelons of the Mafia. The induction ceremony is a secret ritual where the candidate’s finger is pricked and his blood is smeared on a picture of a saint, which is then burned. The newly-inducted member must swear loyalty and promise to follow Omerta – The Code of Silence.
Okay, so maybe the entrepreneurial elite are not holding secret induction ceremonies to decide who makes it into the million-dollar club, but it sure seems like the “books” are closed on new members! Think about your favorite Internet marketing superstar. Are they really that much smarter than you; or do they work that much harder? Obviously, they’ve got more experience and have probably been at it longer than you – but what’s their real secret to success? More important, how do you gain access to their exclusive “club?”
In La Cosa Nostra, you’ve got to be a good earner and make lots of money for your boss. Perhaps the coaching equivalent is joining your coaching guru’s “inner circle,” or high-end coaching program! I’m not sure that’s really the case, but it certainly helps to have a mentor or coaching “Godfather” if you want to reach the coaching elite.
You could even argue that affiliate marketing is not a whole lot different than the obligatory “tribute” money that always has to be kicked upstairs to your sponsor. And don’t even get me started on MLM, which is often run like the Mafia. (I’d take Wiseguys over MLM companies any day, but that’s another rant!)
Fortunately, in our business, you don’t have to have anyone whacked to get ahead. (As far as I know) But you may have to hitch your wagon to a star and swear your allegiance to your coaching guru (or gurus) of choice. And don’t forget your checkbook!
As for the godfathers of the coaching world, you better make some room at the top. There’s a new generation of coaches moving up, and we want a piece of the action, capishe? And if you think we’re gonna wait for an invitation to get “made,” you can fugedaboudit!
About the Author:
Lou Bortone is a long-time marketing consultant and branding coach who helps entrepreneurs build breakthrough brands on the Internet. As an online video branding specialist and award-winning marketer, Lou provides services such as video production, brand development coaching, creative support and video coaching. Lou is a former television executive who worked for E! Entertainment Television and later served as the Senior Vice President of Marketing & Advertising for Fox Family Worldwide, a division of Fox in Los Angeles. Lou is an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach. His website is at: http://www.OnlineVideoBranding.com.
