This is a great principle that works in any field, but it is one of the main rules in the publicity field.
A great publicity must help a product or service to stand out from the crowd, but at the same time must also be practical. It has to get people to do something. Could be a call, a fax, an email, a visit to your website, to your office or shop. These sort of things move the customer toward a buy decision.
Whatever you do in business or life, if you want to succeed, you have to do everything possible to stand out from the crowd.
the more you do exactly the same things other people do, the less chance you will be noticed.
My suggestion for you is to tickle your imagination. Stretch your mind has never before. Be creative. Be bold. Dare doing something you have never done before. Take a risk of doing something new or different.
Most of all think big. In order to succeed you need to think bigger than you ever did before. You have to act more, daring more than you have ever acted before.
Success is for the risk takers, not for the security seekers.
When I was 18 years old , as soon as I got my A level, I moved from Italy to England. I only had little money and my english was poor. My first work was at the cocktail bar of one of the best Hotels in London. I worked there as a bartender. My first week I earned £125. There I quickly learned the lesson of standing out of the crowd and therefore I started thinking big. I also started acting more than my colleagues. I dared more and I started taking risks.
This is what I did. I made a plan to stand out of the crowd. I spent all my weekly income and all my spare time to learn english well in the shortest time possible. I did not want to have a strong italian accent. So I worked 8 hours a day, then I went to school 3 hours a day. I started spending what I earned buying the best clothes I could afford in order to look like the guests of the hotel when I got to work and when I was off duty.
The company policy was that, finishing our shift after 1.00 am, the taxi’s fee was their charge. Several times the drivers thought I was I guess, so I played the role of a rich guess of the hotel leaving a good tip to the drivers.
When I was at work I started talking to the customers at the bar. I dared asking them questions. Sometimes I asked personal questions about their family, their business, their personal achievements and so on.
After a while I started thinking big. I thought to be able to achieve the same goals my customers had achieved. I took some risk becoming a friend of some of my customers and sometimes I went out with them for dinner or for a drink. In some cases it costed me a fortune, more than I could afford. I borrowed money from my friends and colleagues to go out with the customers of the hotel taking the risk to be fired in case my manager discovered it. But I made the commitment to discover more about those rich and amazing people.
Thinking big, daring more and being bold costed me a lot. Quickly I had to find another job to pay all the expenses of a life that I could not afford at that time. I did all kind of possible jobs, grabbing coins and pounds from everywhere. I was so exhausted that I took the risk to be fired at my main job. In only a week I served for a dozen times the wrong drinks to my customers.
The manager of the cocktail bar was very kind with me, and after I received the second written call for my mistakes, told me to not worry. He asked me why I was so tired, and when I told him about the other 3 jobs I was doing, the 3 hours of english lessons, and the drinks and dinners I was having out with some of our customers, he told me that I had a good chance to make a great career. To help me to earn more he gave me two promotions in only one month. He also accepted to increase my tip at one condition. I had to use my communication skills and my friendship with the customers in the bar, instead of outside.
The manager also allowed me to spend more time with the customers with the purpose to increase the number of their visits and drink at our cocktail bar.
In a matter of weeks all the customers loved me, wanted me to serve their drinks and offered me several drinks too. I increased my income several times and I almost tripled my tips. Things were going so well that I did not need a second and third job anymore. When I wanted more money, I simply asked for a double shift when possible or I focused on adding some value to my customer experience so that they were glad to give me a higher tip.
This was many years ago and was only the beginning of a great never ending process to increase my success standing out of the crowd.
Meanwhile I got a degree, a Phd, several specializations, I opened several businesses, I have worked with amazing people worldwide and I helped them to start up, develop and turnaround their lives and their business. The last 21 years I have learned a lot and taught a lot. I have coached many people. I have took so many risks to mention. I dared to do things I could not imagine, I act boldly and intensely. But this is nothing in comparison with what I intend to do in the future.
I took the inspiration from some of the achievements of the people I respect the most. Some of them are very rich and famous, others are not well known around the world, but are respected in their community.
Make the commitment to stand out of the crowd. Do it right now, and I can promise that your life will never be the same.
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