Advertising Mistake #1 – Falling Into The “Lemming Syndrome
This is the biggest and most deadly mistake of all.
As I write this, I am literally looking at hundreds of business cards, flyers, and marketing brochures from business across the country. The time and money invested in these things easily runs into thousands of dollars. But, so many of them look alike and say the same things.
Are you following the Pied Piper… or marching to the beat of your own drum?
- Look at your business card design
- Look at your letterhead design
- Look at your flyer design
- Look at your personal brochure
- Look at your web page design
- Look at any other advertising you are doing
- No matter how expensive, does your advertising look and sound like a lot of other advertising?
- Are you primarily advertising your name, face, company, professional titles, and track record?
- Does your advertising and marketing make similar promises that everybody else makes?
Just because “everyone else” believes that the traditional method of image advertising is the way to get business doesn’t mean that it is the only way… or the best way. Thousands of people go out of business or miss a lot of business, because of “traditional thinking”. Don’t fall into the trap of being an advertising “lemming”! Break free from the crowd and you can prosper!
Remember, there is an old saying that goes… “If you do what you have always done, you are going to get what you have always gotten”.
Or, another way to say that is… “The definition of insanity is doing the same things and expecting a different outcome.”
See, if you follow everybody else, you’ll likely end up being like 90% of the people in business – on your way out or, at best, making a mediocre income. Our job here isn’t to try to turn you into some radical revolutionary. All we’re trying to do is to tell you that you should focus ON marketing that does two things:
1)It gets the response that you want – it gets people to respond to you, and
2) It lets you provide good products or services to the clients/customers/patients that you do get, so that you are making money, having fun, in an ongoing, successful business. A business that started and runs with marketing that appeals to what people really do want…instead of what you think they should want.
But for now, you must learn that being different is something you’re going to have to accept.
Sometimes being different means that other business people will not like you, or will think you are some kind of weirdo, or think other things about you that you don’t want them to think. But again, the reality of this is, who are you trying to impress? Are you trying to impress your peers, or are you trying to get and help clients/customers/patients who need your products or services?
Think about this hard, because if you are really scared about being different, this might not be the system for you. But then again, being different doesn’t mean being sleazy, obnoxious, unethical or illegal. It just means different.
sometimes the old guard, especially in industries that are tired and steeped in tradition, equate being different with being unethical or illegal. But that’s a bunch of crap.
We all know that being different simply means different. And hopefully, once you learn how to use our system, different will mean being successful, more successful than anyone else that you know.
See, our agenda has evolved over a number of years. An excellent marketing expert name Gary Halbert published this in one of his newsletters, and it stuck with me every since:
“When I was young, I was worried about what others thoughts about me. I was worried they would be thinking the wrong things about me.
As I got older and into a few transgressions, I was worried that people were thinking the right things about me.
Then as I gained wisdom as the years went by… I realised that on one was thinking about me at all!”
Pretty profound stuff, wouldn’t you say?
The reality is that you have no image, and no one thinks about you until they have a reason to.
Being worried about what others think is a waste of energy and time.
Spend your time worrying about what your prospects (who are interested in what you have to offer) think.
They’re the ones who are going to “write your paycheque”; they’re the only people you should be concerned with.
If your “peers” or others don’t like what you’re doing, that’s their problem, not yours!
This change of attitude is a challenge, but very necessary.
I want you to be focused on what’s important, which is only what your prospects think is important. It doesn’t matter what I think, or what the competition thinks. As long as your prospects and clients/customers/patients are happy, then you should be happy!