The Hardest Working Man In Show Business!

The year was 1984 and I was a sophomore at Georgia Tech.  I was lead singer in a group called Up N Coming (yes...I know!).   As you can see, we were a mix of Parliament, Earth Wind & Fire, and I had the Michael/Prince hybrid thing going (that's me...far right with trench coat in August)...we were eclectic indeed.   Some of the most fun I have ever had...but also hard work.   We took practice seriously as we were looking for a record deal (don't laugh - several years later the founding members actually got a contract as a gospel group!).  We also needed money so we used to do gigs (that is a musicians term for job) and then we did our side hustle for our own parties.   We made up some low cost flyers and we pasted them everywhere on campus - on doors, on cars and on telephone poles.  We would charge a cover and the venue would sell food and drinks and we got a portion of that, too.    We were totally unknown and the campus music scene was very competitive.  Our band leader, Alfred, was a taskmaster saying,   "We have to hustle to get people to show up the first time, but we have to practice and be tight so they come back the next time...with a friend".   I am sure he is wealthy today...because he was right!   We would practice 3 days a week and would post our flyers 3 days leading up the event.  I remember saying, "I am a lead singer and shouldn't be seen doing such drudgery" (a star in the making for sure!), but Alfred fired back,   "If you want to get paid, you will put in the work!"   Nuff said.   What about you?  If you want to get paid, you have to put in the work!   Remember the hierarchy of marketing pyramid?  It is not designed to be all-inclusive of every marketing approach but should give you ideas about how to build your business.  Since most of my readers are in the insurance field (how did that happen?), these methods are given with you in mind.    Next up on the list...door hanging.    It does not have to be door hanging, specifically, but a print based medium that you distribute using good ole "foot postage".  Like canvassing, it is not a sophisticated or fancy approach, but it works.    It is a kinder, gentler form of canvassing since a conversation or appointment is not the goal...getting the word out about your business is the focus.   We will take a day or two to review ideas on how to build a grass-roots following using simple, professional tools that you can print from your home computer or send to an online printer like Vistaprint.    The experience in the college band taught me something...any form of marketing, however simple, done consistently, will generate results.   Gig #1 - About 40 people showed up and we lost money. Gig #2 - Just under 100 people showed up and I got gas money! Gig #3 - We had to turn people away and I paid my car note! Gig #4 - We were in a bigger club and people came to see the guy who sang like Prince and danced like Michael Jackson...a star was born.   We generated $1,000's of dollars that summer and for the next year...all from flyers delivered with foot postage.  We eventually got a booking company that helped us get bigger events...for a hefty percentage, but our name was out there.   Of course, we still did our own thing since we got to keep more of the money.  At the end of the summer, we were paying local kids to put our flyers out.  When he made the announcement of the new approach, Alfred turned to me and said,   "You are too big of a star to be seen doing such drudgery".   His sarcasm notwithstanding, that's the good part about paying your dues...once you have done it, you graduate to higher levels of opportunity and effectiveness.      How will people hear about your business and services?  Marketing.  Marketing is the foundation of every great business.  Every interaction with a prospect brings you closer to securing a client.    Do the work!  You can only become a rock star after you have spent time as...     The Hardest Working Man In Show Business!   Until tomorrow, I wish you Money, Power, Success!