Stand out!

Stand out. If you want to drive new business to your company, if you want to get people talking about your business and referring clients to you, you need to stand out and do something differently. Otherwise, your business is forgettable. There's nothing remarkable about it, and people will move on to the next guy. I recently had to go take my Vespa in to get serviced. It was having a hard time getting up a some big hills for some reason. So I took it to my mechanic George. Now dealing with George is an experience. This is one guy who gets customer service and he treats everybody who walks into his store like family. He'll treat you like you're his cousin. He'll tell you what's going on in his life, he'll ask you about yours, he'll offer you an espresso. If he knows you're in a rush, he'll tell his team, "Hey guys, you gotta hurry this up because Evan has to go." He really cares. The problem is George's business isn't anywhere near as big as it should be. Because while George is great, his messaging sucks. You would never find his store from the street driving by. The first time I went to him, I got lost trying to find his place. When you go inside the store, it just looks like any other bike shop. And his staff, they're friendly, but they're not George. The problem is George hasn't fully embraced the "we treat you like family" mentality. Everybody who is tied to that business goes because they're tied to George and they love him. And he could be so much bigger if he just used that same approach for his entire company. We are not just a normal motorcycle shop. We treat you like family. And that's apparent from their website, from their social media, from their signage outside their place, from the experience inside the store, everything. This isn't just a marketing message. This is a way of living. And this is something that George lives, breathes, eats, and sleeps. When I called him, I called his store first to try to set up an appointment, and the store was closed. It was a weekend. They were closed for some motorcycle rally. So I emailed George, and within 30 minutes, even though being away at some rally, he responded and said, "Come first thing Tuesday morning. I set up a time for you to come in." That's service. That's treating me like family. But I call the main line, if I didn't know George's email, I call the main line, I get nothing. I might move on. For George to build a great business, he has to have everything that his company stands for be about family. His team has to be the same way, his marketing has to be the same way. Everything now changes about his business, and that'll be something that takes off. His company now will grow by word of mouth. I've already brought my father to the store because he has a bike, it needs servicing. When I first looked up George, I just wanted somebody close to me. I wasn't seeking him out. For him to really grow He's got to stand for something and make it part of everything that he does. It's the same for you. If you're having a hard time growing your business, if you're not where you think you should be, look at your messaging. Do you actually stand for something? Do you make it easy for people to talk about you and say, "Yes, you need to go to this guy because he's great at XYZ." So here's some steps. Step number 1: Come up with one word. One word that defines you. Not just— not your business, you. What do you believe in? If I look at George, whatever business he started, he would still treat people like family. If it was motorcycles or something completely different. Because that's what he believes, that's what's true to his core. So what's the one word that defines you? Take some time, think about it, because it's really important. #2: Think about how you can put that into your messaging. So if it's family, "We treat people like family." Think about the marketing that you're doing. Think about any flyers you have going out. Think about your website. Think about your social media. Does it scream family? Or whatever your one word is. 'Cause I look at George's stuff and it screams typical motorcycle shop. Nothing different about it. So once you get your word, that second step is put it into your messaging. And number 3, it's now gotta be a belief of your entire company. George is always gonna be limited by how much time he has because his team, while they're great, they're really nice, they're personable, but they don't treat you like family. So we're always gonna be tied to George. So step 3 is you've got to make this part of your whole business and think about everybody that you're bringing on, any new hire for your company, they have to believe in the same thing. They have to not only be knowledgeable about your business but have the same belief system. So when George is bringing somebody on, he doesn't just need a mechanic. He needs a mechanic that's not only reliable, that knows what he's doing, but also believes in family first. If he doesn't, that mechanic's not gonna stick around. It's not going to be a great hire for him, but the mechanic who knows what they're doing and believes in family will stay there his whole life. He'll stay there his whole life and he'll give George not only his brains and his hands, but his heart and his soul and his blood and the sweat and his tears. He'll give all of that because he loves what George stands for. And you need to do the same thing for your business. So come up with that one word. Two, put it in all of your marketing, all your communications, so people understand what that one word is. And then three, make sure everybody you bring on board believes the same thing that you do if you want to have good hires. I know it's hard. I know it's frustrating. Marketing is, is one of the toughest things for a lot of entrepreneurs. It doesn't have to be that difficult. Okay, you may not know what the word is, but I believe that it's in you. There is something that you stand for. Think of times when you said no to people, or think of times when you've gone the extra mile for somebody. It's because you believed in something. You have to bring that to your business. And even though that word may not be coming up to your head right now, it's there and it's powerful. And when you embrace it, you'll be able to build a massively successful company. Get to work. Believe. If you guys like this video, please give it a thumbs up below. Makes me wanna do more for you. And I'd love to hear what you have to think about this video. Please leave in the comments below. It always makes my day and makes me wanna do more again. And if you have a question for your company, again, in the comments below, and I'll do a video reply for you. Thank you guys. I'll see you soon.