First and foremost, here's wishing you a safe and prosperous 2020! Since it's the New Year, you often hear many resolutions. Below is some amazingly straightforward advice, yet it's often challenging to implement.
Feel free to adopt it or discard it at your discretion.
The advice comes originally from Earl Nightingale via a book by Dan Kennedy. It can be applied to every facet of your business or event: operations, advertising, management, marketing, social media, etc.
It's a mantra that I have implemented in my own business and with every client. The results have been nothing short of spectacular. (And since change can be difficult, there was a lot of kicking and screaming along the way – myself included!)
Without further ado some sage advice from the late Earl Nightingale:
"Earl said that if you wanted to do something—anything—successfully and you had no instructions, no role model, ... was look around at how the majority was doing that thing, then do the opposite—because the majority is always wrong." – Dan S. Kennedy.
Source: Kennedy. (2019). No B.S. Ruthless Management of People and Profits: No Holds Barred Kick Butt Take No Prisoners Guide to Really Getting Rich. Entrepreneur Incorporated.
"That's it? Yep, that's it!"
Clients have provided very compelling case studies on Nightingale's "doing the opposite" recommendation. This happens when other event organizers and business owners openly mock the strategies and tactics used by my clients. And yet clients gladly smile through it all. (Because clients see the financial benefits in their bank account.)
If those mocking clients would simply bother to ask them, "why the heck are you doing that and what are the results?" It's guaranteed that the critics would quickly change their tune.
Yes, the majority is wrong, almost always and far too often ... especially in business. Just consider the abysmal failure rate of most small businesses.
"According to data from the U.S. Bureau of Labor Statistics, about 20 percent of small businesses fail within their first year. By the end of their fifth year, roughly 50 percent of small businesses fail. After 10 years, the survival rate drops to approximately 35 percent." - Tom Sumrak
It's atrocious not only in the US, but across the globe!
Please take a long hard look at what the majority is doing and do the opposite. It will serve you well in 2020!
Want to get more event marketing advice? Check out the articles below:
- Advertising and Marketing that Sells
- A "Must Follow" Event Advertising Strategy
- Get Your Audience Involved Through Their Emotions
- Web Copy Argument: Short or Long?
- Promotional Headlines for Your Event Marketing
- Is Your Text the Right Color?
- Two Amazingly Powerful Event Survey Questions
- Proofing your Work On Paper