Sometimes, you just don’t know what you don’t know. So if you don’t know you don’t know it, how do you find it out? Most people never will. But you’re not most people..right?
There's an enormous amount of opportunity out there for you in how you attract, work with and keep clients in your business. Think about it - look at all of the different ways that you can grow your business. There is at least 20 - 30 ways that you can grow your business - but most of us only use 1 or 2 ways...
The fact that we think our business has to work a certain way, or our marketing has to work a certain way really shuts us off from thinking about new possibilities.
So here’s an exercise for you: Look at everything you do in your work with clients and ask yourself “WHY?” If the best answer you can come up with is “because everyone else does,” then you might want to rethink what you are doing.
One of the most effective ways to differentiate yourself from everyone else in your market space is to act differently than everyone else in your market space.
Most people just mimic what they see others doing. That might work, but there’s a huge world of possibility that’s cut off with a choice like that. One of my mentors – Dan Kennedy calls it ‘marketing incest’ – most businesses follow the lead of other businesses in their niche and neglect to just take a peak at what other niches are doing to grow their business’ and how they can possibly implement it in their own business.
It reminds me of a man and his wife who were cooking a ham for the holidays. When the man saw his wife hacking off the ends of the ham, he asked her why she was doing it.
“Well that’s how you are supposed to cook a ham,” she said. “Really? said the man. “Well that’s how I was taught, she said. “I’ll call my mom to ask her why.”
The woman made the call only to find out her mother also didn't know exactly why she cut the ham that way. All she knew was THAT was how you made a great ham.
Finally, everyone decides to call grandma. They ask her why she always cuts the ends off the ham. "We always cut the ham that way because the pan we had wouldn't be big enough for the ham any other way."
Can’t remember where I heard that, but the point is pretty clear. Sometimes we are blind to all of the potential sitting right in front of us.
My motto is (and it should be yours too) this: QUESTION EVERYTHING. So start to ask the simple question of WHY in everything that you are doing – it will be extremely eye-opening…