Editorial: Act Like a Baby
By Daniel Pepper
"When you know what you want, and you want it bad enough, you will find a way to get it."
- Jim Rohn
When I first came across this excerpt from Deepak Chopra's "The
Book of Secrets" I saw the light on some things in the lawn care
business industry. I'd like to share it with you.
Imagine a baby who wants to walk but has these reservations:
1. I don't want to look bad.
2. I don't want to fall down.
3. I don't want anyone else to watch me fail.
4. I don't want to live with the burden of failure.
5. I don't want to expend all my energy.
6. I don't want any pain.
7. I want to get things over as fast as possible.
I want you to relate this to most lawn care business owners attitude
towards mastery. There's a real lack of committment.
Of course it is funny to picture a little baby with these thoughts
running through their heads.
If they did have these thoughts, they would never walk.
In order to walk a baby must be completely committed. There is no
half-effort they can make and expect the full-effort results.
BRING IT HOME TO YOUR BUSINESS
What areas in your lawn care business need improvement? What
part of your personal life needs to be improved?
In order to see any real change you have to approach those areas
like you would learning to walk.
You can't get hung up on any of those 7 limitations above. You
must put one foot in front of the other and move forward.
Doing so means you face your fears and defeat them.
If that means just getting out there and advertising -- then do it. If
it means phoning your current customers to survey how you can
raise the value of your services -- then do it.
There truly is nothing like it!
AN EXTRA PIECE OF MARKETING ADVICE...
Pain Is Powerful
Pain sells. Sorry to say but it does.
People spend an enormous amount of money, energy and time in order to avoid pain.
I remember when I used to go 4 blocks out of my way in order to avoid the big dog in my neighborhood and to eliminate the chance of being chased or bit.
People avoid pain.
And this is where the lawn care business marketer can get results.
You see, in every neighborhood there is someone who hates mowing their lawn. It is a giant pain to them. The smart lawn business marketer understands this and is willing to peel back their scab and rub salt in it to motivate them to hire their lawn business. Ethically, of course.
A lot of people don't know what they want but they do know what they don't want. You been there? Ever tried to figure out what restaurant you wanted to dine at only to be left with a loss of words because you don't know. Then someone suggests a place to eat and you instantly say "No."
Most people don't know what they want but they do know what they don't want. And exposing this pain in your marketing and then suggesting your lawn business as the solution to this pain is highly effective.
Act Like an Ant
By Daniel Pepper
The first time my mentor used this ant idea with me, it stuck. It's a very simple yet powerful concept idea.
Everyone has one time in their life watched an ant. You've seen them carry a leaf or something in their mouth across a walkway or through the grass. We've all seen an ant hill with hundreds if no thousands of ants heading this way and that in what seems to be disorganized chaos.
In reality, there is a 4 part ant system at work right before our eyes.
Part 1: Don't Quit
Have you ever seen an ant lying on the ground, not moving because they quit? Nope. Ants never quit. That's a great example for us right there. If you put your foot out or something to try and block an ant from going in a certain direction, they'll quickly look for another way. Anyway they can, they will find a way. They'll try to go under your foot, around your foot, through your foot. The lesson here is that we should never stop looking for a way to get through the obstacles we encounter every day.
Part 2: Give 100%
The second part of the ant system is that ants give 100%. Have you ever seen an ant work half as hard as it can? Can you imagine an ant going that? They act by instinct. They don't reason that the day is too hot or too cold. Its about getting the job done 100%. They do all they can and we should too.
Part 3: Think Winter In Summer
I love this part of the ant system. When things are going good we should be thinking about and preparing for winter. This could be taken literally for some of you reading this right now. Think snow removal even though you're in mowing season. It is important to think ahead. In the summer, or in the good times, you've got to think curevballs. About problems before they happen. How many of us could have profited from thinking this way before the world economic fall out in 2008?
Part 4: Think Summer In Winter
Here's the last part of the ant system. Ants think summer all winter. Isn't this fascinating? During the winter, also known as the harder times, the ants are thinking that the good times are around the corner. Hang in there, summer is coming.
I hope this ant system helps you as simple as it is. Don't quit, give 100%, keep your head up and you're sure to meet with success.
Until next time...