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Don't Tell Me "Cold Calling" Doesn't Work

Monday, September 1, 2008

This email just arrived from one of my marketing mentor participants:

Hi Mike,
I've been out hitting the pavement and just got another two bookings one for the Mexican Riviera and one for the Caribbean from the Harbor Light Restaurant. So I am following through with my commitments about visiting Businesses and asking for the business.

I love to receive emails like this. They make my day. This person's
competitor is out reciting how bad the economy is along with the price of gas.
Everything works with marketing ... from time to time. "What works for you?" That is the question. Whatever your answer may be, the challenge and the discipline comes from performing these duties day in and day out. Consistently.
Marketing should not be an episodic responsibility ... performed when you feel like it or when your back is finally up against the wall. Remember last week's quote from Casey Stengel. My incoming recent email was reason to celebrate but also came as no surprise to me. If you want more letters ... send more letters. If you want more emails ... send more emails. If you want more business ... ask for more business. If you want a larger customer list ... go out and get it. If you want to meet more people, meet more people. Today, I am flying home from speaking to a Pharmaceutical Company in Cancun. They are experiencing the exact same difficulties you are. They think their problems are unique. You think your problems are unique. The guest speaker, the guy traveling from industry to industry—I know that everyone's problems are the same. And the solution to these problems is the same.
Get up. Get out. And make more people glad that they know you.
Too simplistic for some of you? I'm sorry to hear that. For you, keep making things harder than they have to be. For the rest of you, have a great week. Keep it simple and keep it real. And keep having fun.

For more information contact 732/381-3084,, or visit

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