The buzz is on. Peo­ple are talk­ing about Rich Schefren, and they’re talk­ing about him all over the Internet.

If you don’t know Rich, then you bet­ter get to know him now. Rich is a small-​​business strate­gist, and has helped many busi­nesses — includ­ing his own — make mil­lions upon mil­lions of dollars.

His mar­ket­ing strate­gies have been fea­tured in the Wall Street Jour­nal, ABC, CBS and NBC. He was worked with Jay Abra­ham, Stephen Pierce, John Carl­ton, Jeff Paul, Jeff Walker and too many oth­ers to men­tion here. He’s also a per­sonal friend of mine and a bril­liant marketer.

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In John Reese’s Mar­ket­ing Secrets Forum, a forum in which I am the senior mod­er­a­tor, mem­ber John Jarowski posted a really impor­tant ques­tion. He asked, and I’m para­phras­ing John for the sake of brevity:

“When a new strat­egy is taught by some ‘guru’, every­body seems to copy it with­out tweak­ing it. This dilutes their effec­tive­ness and puts me off tremen­dously. I would think that using any ‘new’ mar­ket­ing strat­egy is a lot less effec­tive once it gets diluted by lazy mar­keters who want to do cookie cut­ter style marketing.”

I agree. And let me tell you why this is true, and share with you impor­tant tips on how to avoid this.

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