Every year about this time, as I bump into Santa in a shopping mall, I think about motivational speaker Glenn Turner’s Santa Claus story.
It’s one of the best success parables ever crafted.
While it’s told much more artfully than I can hope to summarize here, you’ll be able to get the gist.
Turner talks about being a boy in a very poor family, and each year asking Santa for whatever his cousins (in a much better off family) asked for.
One year they both asked for a pony. They got a pony and he got hand-me-down clothes and apples. The next year, thinking he must have done something wrong the year before, he carefully copied his cousin’s letter to Santa word for word, asking politely for a bicycle. His cousins got bikes and he got hand-me-down clothes.
Then he tells of going out behind the barn, with tear-filled eyes, but a rage-closed fist raised to the sky as he said, “Okay Santa, if that’s the way you want to play it.” And then he says he set about being his own Santa Claus.
Hopefully the points are obvious: most people childishly rely on others to give, to appoint, to authorize, to promote, to grant permission, to set their life agendas for them.
Only comparatively few accept full and total responsibility to be their own Santas and grant their own requests. In other words, they take matters into their own hands.
There isn’t any fat guy in a red suit coming down your chimney to bring you that Mercedes you’re lusting after or that fat retirement account that’ll guarantee your security or that independence you’ve been dreaming about.
However, a guy with mostly white hair wearing a No B.S. sweatshirt and his master elves arrive each week with a sack full of strategies, examples, and information you could use to get pretty much anything you want that money will buy…
If you are interested in becoming your own Santa this year, here’s what I recommend you do:
1) Examine all of your marketing. This might seem a bit obvious, however, each year small business owners repeat the same type of advertising, hoping for different results but getting the same miserable results as the year before.
Review every marketing campaign. Track results. And determine what’s working, what isn’t and what is working but could work better. Here’s the tricky part. Just because you tried something and it didn’t work, doesn’t mean the media doesn’t work. It might just mean your approach didn’t work.
2) Invest in making yourself a better marketer. Schedule time to study marketing every day. (Tweet this!)
The top GKIC members carve out time each month to comb through their No B.S. Newsletter—considering it a mini seminar delivered by mail. They invest in coming to GKIC events because they know their return on investment will be far more than what they pay to go…in both time and money.
If you have a stack of unread materials, set aside time to read and study them. Pick at least one thing out of your No B.S. Newsletter to implement in your business each month. Even implementing just one thing can have a huge impact.
Attending events can also provide a superior catalyst for success.
3) Emulate the right people. The key to success in ANY business is to study and learn what top marketers do to make money from their marketing…and then implement that in your business.
Being a top expert in your niche doesn’t guarantee success. In fact, I can give you a list of many experts who have failed in business. Most often it’s not because you’re not good enough at what you do, it’s because you’re not good enough at marketing what you do. Couple that with copying people who are the best at the “thing” they do, but aren’t the best at marketing, and you are setting yourself up to fail.
So what’s it going to be… are you waiting for Santa….or are you your own Santa?
P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.