Success Stories - Part 2 (You'll know these two :-)
The recent email I sent about different success stories got a great reaction with a LOT of feedback from people who enjoyed it. ** If you missed part one you can read it here: http://www.internetmarketingreview.com/public/490.cfmSuccess Stories Part 1 The background to these stories is that over the last few weeks I've watched a number of programs about different people and how they became successful in their chosen field. The one common thing about all the programs are that they had me reaching for my pad and pen to make notes about how their journey to success applies to us entrepreneurs and info marketers. Sad, I know, that I have a pad and pen handy when watching TV, but when I get an idea I need to write it down quickly ... or I'll forget :-) This success story comes from watching a program about the early life of one of the UK's most famous comedy duos... Morcambe and Wise! Yep, good ole Eric and Ernie, and that was the title of the program 'Eric and Ernie' which charted their path during the early years of their careers. I must admit I have a soft spot for these two as I use to watch them every Saturday growing up at my Grandparents when I stayed over. In fact Eric Morcambe reminds me of one of my Grandads! :-) This program was great and even had me laughing out loud in places as the two people playing Eric and Ernie really got their mannerisms spot on... and Victoria Wood as Eric's Mother was superb. So what were the business lessons in the program? Again, the same with Eddie Izzard in the last success story, the main theme was the ability to not give up, to bounce back, trust your own material and build on the momentum as your success starts. I see too many people in this industry who put in the effort, start making list sign ups and sales to then change direction and jump on the next 'shiny object' that comes their way and let all the work they've done so far go to waste. When you see those first list sign ups and sales that is the time to really push on and drive up the momentum. ** Back to the program ** Both Eric and Ernie entered show business really young. Ernie was part of a double act with his Father until they went for an audition for a well known show and the owner only wanted Ernie, not his Dad. At this point they could have said no thanks and stayed as a double act, but his Father told him to go for it and left Ernie, as a youngster, in the charge of the show master and the landlady of the hotel he was staying in! Ernie was young, alone and for the first time, performing on stage without his Father... ###################################################And we think we've got it hard because we have to write a sales letter or put up a blog! ################################################### Eric's entry into show business was driven by his Mother and as fate would have it Eric auditioned for a place in the same show as Ernie. To cut a long story short they didn't get on at first but through circumstances came to live together and their friendship blossomed. They were an instant hit on the show together, bouncing off each other, one liners and gags galore...they had great comic timing. The show they were in was about youth and youngsters in show business so at 18 they had to leave and strike out on their own. Going from guaranteed work (although sometimes with few people in the audience!) they now had to find work on their own and Eric's Mother became their manager in situ. The gigs they did ranged from a travelling circus tent with less than 8 people to the Edinburgh Theatre where they were booed off the first night...even the theatre manager asked them were they good a ducking before they went on as Edinburgh was a notoriously bad audience who often threw things at the acts! At this point they could have given up and gone home....who wouldn't after not only being booed but having things thrown at them! However, they stuck at it and each night got better, developing material to suit the audience. In fact they realised that if they got the audience involved (eg singing) then they couldn't boo! Genius! (Side note - if you ever get to see Eric & Ernie in this program do the 'Woody Woodpecker' song in Edinburgh you'll split your sides laughing! :-) So what's the lesson for us as marketers? Don't give up at the first hurdle. If no one signs up to your list, change the offer, change the headline, change your marketing....do something to adapt to what your target market (audience) want. ** What's your Woody Woodpecker song?! ** All throughout this time Eric's Mum was their cheerleader, picking them up when they were down or giving feedback on the material they wrote. One thing she did recognise very early on was that their own material was the best and to always work with your own material. For entrepreneurs like us the lesson here is simple...no man (or woman) is an island and we all need support along the way. And that's why surrounding yourself with like mined people is important such as other Members of the Internet Marketing Review, asking for help on the Discussion Forum, attending events or joining a Mastermind Group. Eric's Mother also recognised the advantage of having your own material (products)... having your own products gives you the biggest advantage and of course, profits. After thirteen years of playing the clubs and theatres they broke into radio to great success, again using their own material. And then came the big break... ...a TV show on the BBC. However... They show had its own scriptwriters so they weren't using their own material. ** You can guess what happened...they bombed, BIG time! **One review actually described the (then) fairly new invention of the TV as the "box they buried Eric and Ernie in". Dejected they head home, going different ways tail between their legs. It was here at their lowest point, going from headline acts to TV failures, when they could have given up. In fact Eric told his Dad that maybe he should have followed him into a job at the Gas Board. Then his Dad said something that really struck home with me... He said... "No son, it's a dead end job and you're not suited for a dead end job...in fact NO one is" ** So true ** They decided to try again, however where they use to be top of the bill they had to start from near the bottom again after 13 years! But start they did...going back to their roots using their OWN material but with one new twist... ...they started playing to their own personalities, and therefore developing themselves as characters that the public got to know and love. The final lessons here for you, me and all entrepreneurs is that setbacks and failures are all part of life and it's how you deal with them that matters...curl up and cry or strike out again even after ridicule (on a national scale!) Plus, people buy people....especially true online and the more you can develop your personality into your marketing, the more people will get to know, like and trust you leading to more sales. As Neil T (my business partner) says... "Setbacks, speed bumps and failures are not put in your way to stop you reaching your goals...they're there to see if you deserve your goals." Most people give up at the first sign of things going wrong, us entrepreneurs find ways to go round, under, over or through obstacles to reach our goals... we know we deserve them.
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