Over the years, I’ve consulted with countless businesses across many industries. I’ve worked with companies bringing in several million a month, and some scraping bottom hoping to at least break even.
I’ve worked with people with no education, no business background, and truthfully no clue what in the world they are doing, and I’ve worked with seasoned pros.
I’ve worked with people with IQs so far above mine it makes my head spin.
I’ve worked with startups and hundred year old companies.
I’ve worked with the highly educated and the dropouts.
I’ve worked with teens just starting off in business life, and seasoned vets.
And there’s one major lie that people from all these kinds of lives tell themselves that holds them back in business, life, relationships, career, etc.
It’s a lie that the great Dan Kennedy starts off disputing in many of his seminars—and after years in the industry he still has to smack people over the head about it.
Overcoming this lie can potentially transform your business. It can take you from where you are to where you want to go. It can open up the floodgates and let the cash pour into your business. It can take you from working away day in and day out to living the good life.
I know… I’m really building this up and you’re probably getting annoyed, but it’s because this lie is too easily discounted, thrown out and quickly forgotten. But if you audit your conversations, if you audit your reasoning and really pay attention, you’ll find it to be at the very CORE of many of your decisions.
Enough of the build up—are you ready?
The lie is… “but my business is different.”
Or… “but our relationship is different.”
Or… “but my career/boss/company is different.”
Or… “but my body is different.”
Or… “but my ________ is different.”
Have you ever used that line? Oh come on, be honest with me.
In fact, I don’t care what you tell ME, be honest with YOURSELF.
If you’re going to try and tell yourself you don’t use that line, then you probably lie to yourself in other areas of life as well.
Let’s get real, your business (or…or…or…) is not that different.
Yeah, sure you may not be able to take all advice exactly as is and apply it to you, but there’s a
TON you can pull from recommendations being given and find a way to work it into your business.
If I had a dollar for every time I gave piece of golden marketing advice and someone said, “Yeah, that’s a great idea, but my business is different,” without ever giving it any thought…boy, I’d be singing to the bank.
Listen, your business is not different.
And if you just said, “No, but my business really is different…” Bam! Gotcha!
I’m not saying EVERY solution fits perfectly and effortlessly, but you’d be surprised just how many can be reworked to fit your business.
To use a rather crude term, have you ever heard of the term “Marketing Incest”?
It’s used to define businesses that just keep doing what everyone else in their industry is doing, and the entire process and the ineffectiveness just gets worse and worse.
Let’s take the fitness industry, one that I’ve worked in extensively for over a decade. Everyone in that world all markets the same, and the consumers get hammered with the same phrases, the same buzzwords, the same tactics, the same call to action, the same images, and eventually nothing stands out. Nothing pulls. Nothing generates action and emotion.
So what did I do to stand out? I looked at other businesses, I started researching what photographers did, retails stores, salons, restaurants, industrial supply, e-commerce, etc. And I borrowed, reworked and adapted THEIR strategies into my own business and the results were overwhelming.
And for the record, this isn’t some new fancy approach. It’s old as dirt. Ever heard the expression, “Find out where the crowd is going and go the other way”? It’s so overused it’s a cliché, yet like most golden nuggets, everyone ignores its very principle.
If you’re going to become an anomaly, if you’re going to step out of the norm and join the big leagues, if you’re going to break out of average and make something of yourself, you need to start acting like it. And that means doing what most won’t/don’t do.
You need to erase the phrase “but my business is different” from your mind and start asking yourself “how can I apply this into my business?” instead.
Become a student, become curious and observe everything around you. Look at how other people run their businesses and take it all in, digest it and find ways to apply it to YOUR business.
Your business is not different.
Break out of the mold, stand out from the crowd, do what others refuse to do and build an empire you can be proud of.
To your success,
CEO RYS Group
The Blais family enjoying the views at Lake Tahoe.
RYS Group Inc.
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