The DO Lectures - ICYMI - The good system versus...

Hi there,

Imagine a small town in a sleepy part of the world. It could be anywhere.

On one side of a street is a wooden floor-covering business.

On the other side of the street is a newer wooden floor-covering business.

The older one is run by a remarkable older lady. Full of life. Wise. 

The newer one is run by a man in his early forties. Ambitious. But good manners.

Both have an amazing product. Both provide an amazing service. Both are in the premium end of the business. The small town is well-to-do.

The new owner is trying everything to get the business to thrive. Advertising here, there, and everywhere. 

Years go by, and the new business is still not flying despite all the energy he has put into getting the word out there. Nothing seems to truly work.

On the other side of the street, there is a steady flow of customers. Not huge waves. But steady. Almost every day. What was unusual is that all these potential customers seemed to buy. She is almost always getting a 100% conversion rate. She is not selling. They are buying. Uncanny.

One day the two owners bump into each other in the street, and she enquires how things are going. He, in a moment of downbeat honesty, admitted it was a struggle. Then, a little cheekily asked, do you have any advice?

She thought for a moment and answered with a little glint in her eye:

“Always take time to go for a walk around the town once a day and stop and have a coffee, just for 5 minutes. That is my trick.”

He looked at her a little perplexed but thanked her anyway. He couldn’t help thinking that there was a little more to it than that. And anyway, he was too busy to go for a walk.

Of course, there was more to it.

What she had omitted to say was on her walk, she always popped into the council offices to find out if they had granted any planning permission to any big houses that day. Big houses were more likely to buy the expensive wood that she sold. If there were, she would take down the address to which she was perfectly entitled. This information was freely available.

On her return to the shop, she would write a beautiful letter congratulating them on getting planning permission. She would be fully transparent with how she got the information, but she did it with great charm. And she would enclose her very expensive brochure and sign off the letter by saying if they needed any new flooring, she was here ready to give some good advice.

Then it was just a matter of time…

Conclusion.

The thing we can take from this was the new owner had the perfect marketing system. He did the latest this and that. He used every new social media tactic that the gurus recommended. And subsequently dropped it when it failed to deliver sales. Then... it was on to the next new shiny thing. Nothing stuck.

She, on the other hand, had a good system that she followed every day. And it worked.

People make a mistake about turning pro because they think it is all about extreme effort. But they miss the point.

Turning pro is about focus. It is about getting a better result with less effort.

As we all know, there are many ways to be busy; there are only a few ways to be effective. 

Hope you enjoyed this. 

It was based on a real letter we received this week after getting planning permission.

Best from the West,

David Hieatt

Co-founder.

P.S. Lazy Discipline Pro. March 23. London. If you are too busy to make it, you need to make time to come along. Only a handful of places left.

3 Most Asked Questions:

1. Will this help me find my voice? 

Yes, but not for the reason you think. Finding your voice does not come from a tactic or a tip, sorry. I know you wanted a magic bullet. But, the ‘Lazy Discipline Framework’ will help you find your voice BECAUSE it makes writing every day EASY. Finding your voice comes from doing it a lot. But again, not for the reason you think. Yes, you increase your capabilities, but the most important thing is you decrease your FEAR. Your voice appears when you stop worrying about what others think. I call this ‘releasing the handbrake'.

“I am not here to teach you to be more like me, but to be more like you.”

2. I have done enough courses.

Ouch. But this is a truth. It is a truth for us all. 

Lazy Discipline Pro is about two things: Knowledge. And, as importantly, consistency. Because that is the magic that makes the dream work. Anyone can do it when they feel like it. How do you do it when you don’t?

That is when you know you have turned PRO.

That is when you know this year will be different.

Because you are different.

3. But...I am not a writer.

I am the fourth-best writer in my household. My daughters will not share their university essays with me as they know my spelling and grammar are so poor. But, I developed a simple writing framework that became ‘Lazy Discipline’ that made it EASY to write every day, which helped me build my businesses. I have won awards. I have written books. Apple even put me in the Behind the Mac commercial. I guess what I am trying to say is you don’t have to be Shakespeare forsooth-sakes.

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The DO Lectures Ltd. The Old Jeans Factory, Bath House Road, Cardigan, SA43 1JY

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