A lot of people have written books, blog posts, and training manuals discussing leverage and its importance to businesses. Yet most people only ever understand the 101 level of using leverage to build and grow a profitable business.
There’s a much deeper usage of leverage that no one ever talks about. I’ll tell you what it is and you can decide if you’d like to learn more about how you can put it to work for you.
“Everything I Learned About Leverage I Learned From One Guru”
Actually, I knew about some powerful types of leverage before I met Gina Gaudio-Graves, and then I learned about the awesome power of the way she teaches and applies deep leverage at Directions University.
If you think leverage is the one-dimensional joint venture (you mail for me, I’ll mail for you) then you’ve missed the point. And you haven’t even begun to explore the possibilities of true leverage.
Here are some key points to ponder when thinking about Deep Leverage:
- It is powerful enough to get you out of driving traffic yourself.
- Makes whether you are ranked in search a moot point.
- Makes not having to rely 100% on driving traffic from social media a reality.
- No more slaving away all day and night to get unqualified visitors to your site from Facebook.
- No more ad spends unless you want to.
- Leverage lifts the burden of you finding leads (needles) on the fractured and noisy web (haystack). All the expense and time that takes, lifted from your plate. Think about that for a minute.
We all read success stories of people who use social media, content marketing, and joint ventures to drive targeted traffic to their funnels and close tons and tons of sales.
For every one success story like that, there are tens of thousands of people who are left scratching their heads after trying what they thought was the same thing for their businesses.
What you see when you see someone “killing it” on social media, for example, is someone who is killing themselves to get a result.
And most people are just not built to make the same sacrifices that others are making for their businesses.
What no one has told you yet is that content marketing, social media branding and marketing, list building, and joint venture marketing are hard, HARD things to do. No matter how good you are at them, they take a massive amount of work, planning, and attention to detail that most people aren’t capable of or willing to apply.
Awards and accolades are given out to people who spend huge chunks of their lives working so hard that their marriages fail and relationships with their kids disintegrate. We give trophies to people who destroy their lives in the name of hard work and sacrifice.
Standing in those pictures are people with utterly hollowed out lives.
Great success in business, and nothing else to show for it. No family to spend the money on. Starting completely over in life, if they can get past the depression and suicidal thoughts. Very, very sad.
Most people are “softpreneurs.”
They like an equal measure of lifestyle and work so that they can enjoy their lives and not postpone them for one minute while building a successful, profitable business.
Hard entrepreneurs scoff at this notion and try to make softpreneurs feel lazy. Hardpreneurs believe the BS touted by evangelists for the Hard Work Religion. “No pain no gain.” “Sacrifice is noble.”
They are the – “You can watch home movies and look through pictures of your kids growing up after you’ve built your empire” – kind of crazy.
We put them on pedestals and read their books about how hard they worked to get where they are and we admire it. Until we realize that we don’t want anything in life as bad as we want to live life to the fullest. And that cannot happen by following the “all work, no play” dogma that has become an all-out epidemic in society today.
Mention such sentiments in the wrong crowd and people will call you lazy, unrealistic (one of my favorites), or spoiled.
A New Hope
There’s a new and growing movement that praises balance in life and business. That places equal measures of importance on life, experiences, relationships, and a business that supports the pursuit of happiness rather than slaving away for years just to take a victory lap around the Betty Ford clinic afterwards.
What a “lifestyle business” requires in order to have a fulfilling life along with a growing, supporting business is deep leverage. It’s funny, we all understand that using a car instead of horse and buggy saves us time. We’re using leverage in all kinds of ways to great benefit.
But for some reason when it comes to business, we often are blind to the technology and know-how that can give us what we want without over-working ourselves.
Deep leverage is an ideology and philosophy that changes the way one thinks about every single issue faced in life and business. 
Every problem in life and business can be tackled with leverage in mind, first and foremost.
Here’s a great example of what deep leverage is all about…
When people start their businesses, they categorize themselves as either B2C (Business to Consumer) or B2B (Business to Business) based on what they sell or the service they provide. Proceeding under one of those two models, business owners then begin to marketing to business owners or consumers directly.
B2C businesses will begin a marketing campaign to reach out to their prospective buyers through the usual channels: their website, search, social media, lists, and things like interviews and other publicity.
In short, almost every B2C turns and faces the vast depths of the internet and tries to capture the attention of their audience directly. I see this as standing smack in the path of an oncoming F5 tornado and planning to pick my customers out of its gale force winds with my own hands. It’s not impossible, many businesses have done it, but most businesses fail at it.
Success with this mindset has more to do with luck and being in the right place at the right time than it does with skill or work ethic.
Deep leverage goes an entirely different route.
It guarantees success and completely foregoes all the massive effort, sleepless nights, and dependence upon sheer luck to meet your goals.
Instead of looking directly to your consumer base to draw customers to your business (doing social media campaigns, creating endless amounts of content and pretending to say something new) you look at all the people in your market who already do all that stuff. The people who worship on the altar of insane work ethic or those who truly enjoy a 12 hour day of hard marketing to attract their customers. Their customers…who would also be ideal customers for your product or service.
When we use deep leverage, we craft a different marketing message for a totally different audience. A good chunk of our marketing faces other business owners who need help increasing their bottom line, who have no backend to speak of, and who need our help to get more out of their customers than what they alone are able to sell them.
Deep Leverage is the compound interest of life and business.
We find businesses who already sell to our market really well, and we serve them by increasing their conversions, revenue, and residual earning potential by giving trials of our products away to their buyers. In short, a big portion of our audience is fresh buyers of similar or complimentary products to our own.
That’s where we play. Any hard marketing on social, email, or content marketing is something we do for fun. And that we don’t rely completely on for leads and sales.
This is how you can go to the beach and have a business that is making sales while you bathe in the sun. It is the only way it happens reliably. It is also the only way your business can actually GROW, not just maintain, while you’re on a vacation. Think of that for a moment. It’s real.
That’s just one of many examples of deep leverage…
It takes a little training to work out the details of how this approach would work with your business, but if you understand the power of the example above, you should be pretty buzzed right now. The idea of going straight to other peoples buyers and grabbing sales, without mass marketing and all the trappings of discontent that come with it, should have you sitting straight up in your seat.
To learn more about how deep leverage works in dozens of different, powerful ways, check out Motivation to Profit at Directions University. Its the only place on or off the web you can learn more about it.