Herman: John L. Herman Jr., Author

Turtles Rule In Hard Times...

Whether you are a Type A personality or a slow and sure footed turtle please adjust your thinking and grab a shell and climb inside. Be a Turtle right now as that will endure the hard times much better than being a Rabbit and trying to outrun the economy.

Slow your thinking down a bit. Think about purchases a little more. The last time I purchased marketing materials for my media kit I got 1,500 of each sheet printed. I wanted to avoid the price increase that was there for the 1,500 copy level and so I jumped up to the 2,000 copy level and got just about the same price as before. In addition to keeping the same “cost per copy” I also loaded up 500 hundred sets of material more than before, because I expect to increase my amount of mailings in this next quarter.

The rate of return seems to be 2 good “hits” for each campaign. That means I have had a magazine article done about me, or signed up several speeches that brought in revenue, or even signed up two consulting clients from an effort. If I want a greater return…and the method I am using is working…then I am going to increase the amount of packages sent and the amount of effort made. When something works, work at it…slowly and steadily like a turtle making progress down the path to success. The only thing I have cut down on is the effort made to be a guest on the radio. While I love being a guest on the radio…it didn’t “move the needle” for me enough for the amount of effort involved. Now, I am not cutting out radio…or running away like a rabbit…I am slowing down the effort and will take a lesser result in terms of appearances.

I look backed on the last twelve months and found one thing I attended lead to more positive coverage than anything else I did. And though it was costly to do it…now is the time for to think about spending the money…and doing it again. But I am not rushing into that decision because I liked the result…I am studying the data so that if I spend the money again…I can make it even more worthwhile this year.

Last weekend I attended the National Speakers Association convention in New York and found that many speakers run around the track like rabbits trying to get speeches and make money when they do and I have decided to stop running with the pack and slow down my thinking and run my own pace and I bet I can beat those rabbits to the finish line.

• Posted: 4 August 2008
• Comments: 0
• Category: Business success

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