Posted by Scott Bywater in marketing, Psychology Sep 27th, 2010 | No Comments »

Sometimes stuff happens that we don’t expect.

And it happened on two occasions over the weekend:

Occasion#1: The Australian Rules Grand Final

Who would have expected a draw? An amazing result which was unexpected and some people were extremely upset about.

I mean… coming back the next week to play another grand final after all that build up. That must be tough.

But think about the logistics of it for the AFL:  they have to organise everything all over again very, very fast.

Interestingly enough, I was listening to the CEO of the AFL on an interview last night and he was saying they have backup plans every year for this happening.

And within half an hour they had that back-up process in action so they could handle ticket sales, logistics, etc.

Occasion#2: The Sydney Airport Hardware Failure

Virgin Blue had some of their ticketing hardware go down and it sent the airport into turmoil.

It was unexpected. It was unfortunate. But things happen.

Now I was listening to the radio this morning and was hearing a guy from Virgin talk about how they managed it…

They paid for meals for those who were left stranded. They paid for accommodation for those stranded away from home. They gave complimentary tickets to people who couldn’t fly for a certain period of time.

And they did the best with the situation while sorting out the hardware issue which has now been fixed.

My point is this: unexpected stuff happens. But are you prepared for it?

Is your computer backed up?

Do you have a large client who – if they disappeared – would cripple your business? What would you do if you lost them?

And most importantly, do you have multiple marketing methods rather than just relying on google adwords, phone directory advertising or one specific type of marketing.

Take the time today to create a back-up plan. You might like to start by mastering over a dozen different types of getting more customers at

Remember, you could get google slapped… the government could start charging for emails… ban telemarketing or faxing… at ANYTIME.

So make sure you have a back-up plan in place to respond to such a disaster.

Posted by Scott Bywater in Psychology Sep 24th, 2010 | No Comments »

I’ve met and known a handful of artists over the years. And one of the things many of them have in common is their disdain for business.

“I am not a business person, I’m an artist”

… they say.

And that’s fine if it works for them.

But here’s something else I’ve noticed about these artists – they are usually dead broke. They don’t have any of the green stuff.

And they can’t work out why.

Nothing wrong with being an artist – they do brilliant work and are usually lovely people.

But there’s also nothing wrong with being a business person.

You see, artists want to share their work with the world. But unless they understand how to promote their work and can get over the…

“I’m an artist – I will not bring myself down to the lowly level of the physical world of selling my work”

… way of thinking, then guess what?

All of the people who can benefit from their brilliant work…


And what’s the point in that?

Andy Warhol had the right idea – he was an artist who knew how to sell and he shared his work with millions.

My point is this: It doesn’t matter if you are an artist, a mechanic, an accountant, a plumber, a consultant…

or whatever it is you do.

If you are in business, you are probably doing it because you have a passion for your work.

You want to give something back.

But unless you learn how to get more customers by learning stuff like you’ll find at you’ll never, ever, ever achieve your full potential.

Life is short.

Learn how to get more customers so you can both give and receive more and make the most of it today.

Posted by Scott Bywater in marketing Sep 22nd, 2010 | No Comments »

I was at a local restaurant last week with my wife.

Now I frequent this restaurant often. And could easily spend $1,000 a year with them.

Plus I’ve referred them three or four customers who have come to that restaurant as a result of my
recommendation – the food is good.

Anyway, I am a decent customer for them. And winning me over could be worth several thousand
dollars over a lifetime.

So you can imagine my shock and surprise when this happens…

While the waitress who is also the owner is walking past us I ask her for some extra plates.

Now she has some plates in her hands, so she goes to give them to us.

The problem is my wife has just seen her take the plates from a table where some seedy characters are sitting and asks for new plates.

She walks off in a huff, with obvious anger, clanging the plates down on her way out.

My wife is like: We are never coming back here again.

We tell her sister and her husband about it and they are like: that’s really bad.

Especially since my wife apologised (it should have been the other way around) and there was no
reciprocation or acknowledgment of the apology.

Remember, it can take years to build a relationship, but seconds to destroy it.

And small acts of anger can cost you thousands of dollars.

I remember a couple of years ago, I was under a lot of stress when one of my good clients called
with something urgent.

I didn’t give that client the attention which was needed.

I lost that client and probably tens of thousands of dollars along with it.

Remember, everything revealed in my programs like works to attract more business.

But if you make these sort of relationship mistakes once you get a client, your business will never thrive the way it could.

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