The other day I was talking to someone about his business. This man was doing well but wanted to know how he could do even better. He told me that he was not that talented. I told him that whenever someone is doing well in a certain field they will always attract imitators. Sometimes the biggest difference in what you do involves your dedication to “promotion.” Many years ago McDonalds was on top of the fast food chain. They didn’t necessarily serve the best food, but they had the best promotional advertisements during that time. People heard about them, and that made the difference. This place had an awesome marketing plan with a clown, characters and a slogan of having served millions (or billions). Several years ago I was in London, England and I was in a store than had small genie-like bottles on display. The tags on the bottles said “London Air” and the bottles were selling well. When a businessperson gets to the point where they are “selling air” then to me that is one “great businessperson.” I also remember one time going to a car wash. At the beginning this place advertised “hot wax” to be applied to your car. When my car went through the wash I could see a sign lit up saying “hot wax being applied” that lit up and sprayed my car when I passed by it. To check their theory, I put my hand to my car window while the wax was being applied. It was as cold as it could be. I was actually paying for a hot wax job that wasn’t even set up. I am saying this because promotion makes a big difference in what the customer “thinks he or she is getting.” Just about everything you use has been introduced to you through promotion. The value of what you have can be greatly enhanced through promotion. Think about it: People won’t know about your services until you promote yourselves to them. It can come through word of mouth, media or any means. As long as your target market can hear about you, then promotion can work for you. You want to make sure that you are broadcasting a “positive form” of promotion. Today you should take a look at the things around you. Make note of those things that are being well promoted. Ask yourself if these products are really that great or if they are simply being promoted well. Then see if that same promotion might be what you need. The answer might surprise you. Thank you for checking out my Daily Thought, and as always I wish you the very best that life has to offer.
James Ingram (Find 100 ways) and Brett Jolly, in the background are Sheldon Reynolds (formerly of Earth Wind and Fire) and John Croom (former musical director for Boyz II Men, Aliyah and Genuine)