All of those motivational plaques you see on the
walls of corporate offices tell us we should soar
like an eagle.

But I reckon we should all start quacking like
eagles instead.

What do I mean by that?

Over the years, I’ve met with hundreds of business
owners. And it’s very unusual to meet someone who
is willing to break the mould (the ones who do are
usually quite wealthy) – most prefer to copy what
everyone else in their industry is doing.

They are afraid to break away from their industry’s
“pack of ducks” for fear they will look silly. So
they all quack like ducks because…

They are scared of putting a compelling headline on
top of their advertisement.

They are scared of writing a long copy advertisement

They are scared of trying a bundle of different
strategies instead of just following along like a
flock of ducks as all their competitors do.

That’s why getting together with people in your
industry at meetings and events isn’t always the best
use of your time. You always end up going over the
same strategies because in most cases, almost everyone
is doing the same thing.

(Idea: what would happen if you got together with
the leading entrepreneurs from different fields and
exchanged ideas? Wouldn’t that be more productive?
Could you find a unique new strategy which would
work for you. Trust me, your business isn’t really
that different – you’re all selling to human beings
with the same needs, wants and desires!)

In a nutshell, they are scared of doing new things. Many
years ago, when I was about 18 I picked up a book from
a bookshop in Melbourne called “Jonathon Livingston
Seagull.” It was a lovely story about a REBEL seagull
who dared to step outside the mould and live his life
to the fullest.

Rather than scavenging from the beach and just focusing
on survival, he decided he wanted to explore the world and
see all the wonders it had to offer. He was rejected by his
clan and labelled an outcast. But from memory, he ended up
being a big hero and a leader.

It’s a great book if you ever get the chance to read
it. Anyway, I don’t think any business owner is a natural
eagle. At the end of the day, we all start out as ducks.

Most of us are scared out of our mind of making a mistake… breaking the mould and doing something different.

So when it comes to advertising, we ask everyone’s opinion
about which ad is the best. And that’s a BIG MISTAKE
because everyone will tell you the ad they like is the
one with the shortest copy that looks the prettiest.

But that’s not true. In fact, in one of Peter Sun’s books,
he gives an example of two advertisements. Almost everyone –
I think it was over 80% picked the ad which ended up
receiving 2 calls versus the one which resulted in 11 jobs
in the same time period. And the ads were right next to
each other in the phone directory.

So DARE TO BE THE DUCK in your industry who breaks the
mould, “quacks like an eagle” and does something
different. You can start by getting your hands on my
More Customers Made Easy program
available at:

http://www.morecustomersmadeeasy.com

Quack like an eagle, apply what you learn and eventually
(just like Jonathon Livingston Seagull) you could end up
being the leader in your industry too.

Scott Bywater