Although not commonly known, McDonald’s got the idea of drive-in, drive-thru windows from banks.  I suspect it came from some wise McDonald’s Exec sitting in a line of cars waiting to make a deposit at the bank.

Something else not commonly known is that the microwave in your kitchen was never intended to go there.  The original manufacturer, Litton, felt that it was not a consumer product and would only be useful in restaurants.

So what does all this serve to explain?

Well… Firstly there’s nothing really new and the opportunity lies in cross-industry “modelling” of ideas and that the inspiration for the innovation comes from looking outside whatever box you’re in, generally not from within it.

I’ve stated many times that I’ve never had an original idea in my life – too bloody dangerous! And quite honestly I believe it.

What I am is a master modeller, preferably someone who improves what is already working and then using it maybe in another industry or similar industry.

It’s what I’m referring to when I say “Making Ordinary Businesses Extraordinary”.  The truth is most businesses are ordinary and stay ordinary because their owners’ stupidly and stubbornly, mentally and physically never look outside their own tiny box for breakthroughs.

Truth be told, breakthroughs come from looking outside the box where fresh ideas can be found and applying them in new ways to ordinary businesses.

Everybody who makes a lot of money defies industry norms

And…

Everybody who makes average money conforms to industry norms

The vast majority of hard working business owners with average income and a never ending list of complaints and reasons why they’re so broke and average have one thing in common… They rarely ferret out and seek new information to change their desperate situation and frankly in my world they lose their right to complain.

One of their favourite justifications for their predicament is the belief that “their business” is in some way different and they spend their time making a list of why this stuff won’t work instead of a list of how it can work.  Of course, no financial leverage in the first list, plenty in the second.

It was Bill Nightingale that said… “If you can’t find a valid model for success, go do the opposite of every one in your industry or category” and he’s right.

So here’s a million dollar exercise for you.  You’ll reap handsome reward if you do it and apply it.  Sit down with a pen and paper and write out a list of everything everyone in your industry does:

  • How they market
  • How they sell
  • Their sales process
  • Their marketing system (if any)
  • Their pricing
  • Their packaging
  • Their message to the market
  • How they answer the phones, and
  • Service the clients’ needs
  • Etc


And then…

Go do the opposite of that list.

Ultimately it is you who chooses to limit or expand your income.  Another great way to expand your income is to become a master of copywriting.

Moving on to the next valuable point in the 17 Point checklist for getting your clients’ and prospects’ attention.

12. Use a two-step process
One shot advertising is the greatest waste of money a business owner can do.  If you spend all your marketing budget on one advert, one mailing to promote your product, your potential customer decides then and there if they want your service or not.

The key to using a two-step process is to first capture your leads – grab their curiosity and make them interested enough to want to contact you.  Offer them a free book, a free coffee, and they’ll contact you with their mailing or email address.  Don’t heavily promote your product at this point.

The second step is to follow up your leads and now let them know about the products or services you offer and keep in contact with them on a regular basis.

You may have seen a brochure for a wine club come with your credit card statement.  The brochure offers a “free case of premium beer” when you purchase the heavily discounted case of wine. If you take the offer up, the wine club will phone or email you with details of the “Specials for the Month” and chances are you’ll buy another more expensive case of wine, and another…

This is an example of how the two-step process works – first capture your leads and have them come to you – then sell what your business has to offer and see your sales go through the roof.

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

Posted on August 24, 2009 - 06:12 PM

- Updated on August 24, 2009 - 06:12 PM


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