Knowledge Nugget #32

Whilst reading my local newspaper… an article caught my eye.

A local baker had won an award for his ingenious new variety of hot cross bun.

Intrigued to know what was so special about these prize-winning buns, I had to read on.

The secret behind his “Brand New” taste sensation was the combination of…Pistachios and Cranberries!

Huh!

To tell you the truth, I was a little disappointed and somewhat impressed at the same time.

Pistachios and cranberries are not a new combination by any stretch of the imagination. You find it in trail mix, in biscuits (cookies to my American friends) and in heaps of other types of food.

But what impressed me though, was how the baker had taken something that was successful in another area and used it in a new way.

It reminded me of an issue of “The Gary Halbert Newsletter” where Gary was talking about this very same principle…

Seeing what works in one industry and using it in your own.

Gary was talking about his frustration at giving a great marketing strategy to a person, for example, an orange grower. He’d essentially give them a full marketing plan and blow their minds in front of a group of people… and then an apple grower from the crowd would walk up and ask him to do the same for his business.

He’d be astonished that people couldn’t make a connection between the two businesses and implement his advice in their own business.

I can’t remember the word he used to explain it, but I’d use the word“Transemblance” (kind of a made up word to fit this purpose. Meaning: A similar concept used successfully in a different context)

Dan Kennedy also talks about this same concept. (But doesn’t use my made up word.)

People often ask Dan if his principles and ideas will work in their business and his answer is the basis of this weeks Knowledge Nugget…

Knowledge Nugget #32: Your Business Isn’t Different!

For the clever person, they can see that what is working in one industry will work in another. In other words… they see the similarities.

But for the not so clever person, they will only see the differences. And they will see every reason why it won’t work for them.

The reality is… they are not that special. And despite what they think… their business isn’t different to any other business either.

The funny thing is, it would be like them seeing people swimming in the salty water of the ocean and wondering if the same swimmers (swimming costume) would work in a fresh water lake as well.

They would probably have to buy or make themselves a special pair of swimmers especially for the job.

I know it sounds ridiculous and it’s meant to.

When it comes down to the “Basic Principles of Business”, whether you sell a product or a service, hot cross buns or swimmers… your business is the same as everyone else’s.

And that’s Good News!

Because… it means you can model (not steal… please don’t steal!) what is working elsewhere and use it in your own industry to your advantage.

People are people and that never changes. So the desires, motivations and the psychology behind it all are pretty predictable.

If a strategy, tactic or principle works in one industry selling to people… chances are they will work in another one too.

But you won’t know until you try it.

So here’s a question for you…

“Can YOU see successful concepts in other industries
that YOU can use in YOUR own?”

What’s the “pistachio and cranberry” combo in your business?

Until next week, be safe, take care and be creative!

Cheers,

Pauline xxx 

Pauline Longdon
a.k.a. “The Copy Alchemist”

P.S.   I thought I highlighted the word Gary Halbert used in his newsletter, but I couldn’t find it. So, rather than slow down the release of this email, I chose speed over extensive research (that is… reading all his newsletters again.) However, this situation did lead to creativity, so it’s a great example of not sweating the small stuff. (I don’t think “Transemblance” will take off, but to me… it’s a pretty cool word.)

P.P.S.   I hope you had a safe Easter. I went to another concert on Saturday night. I haven’t been to a concert in about 5 years and in the space of a month, I’ve been to 2. This time I was in the absolute back row and the funny thing is… I chose to be.

It is such a great opportunity to see people in action and watch what triggers them. “People watching” is one of my favourite pass times.

This time, I saw Melissa Etheridge and I have to say… she did everything right. As always, there were many valuable lessons and perhaps I’ll share them with you some time… maybe next week?