Make Your Business Seem Amazingly Popular

June 16, 2008

Nothing breeds success like success. And if your business already appears to be amazingly popular, you’ll find it far easier to attract more customers.

Now, we’ve all got to start somewhere and it’s unlikely that customers will be lining up in droves from day one. So, it’s often useful to give them a nudge in the right direction. The majority of people are like sheep, so if your business is seen to be popular, hundreds more new customers are liable to follow.

Some people would say it’s wrong to exaggerate the popularity of your product or service. But, personally, I would rather do that than be drowned in a sea of other similar businesses.

The important thing to remember is that it’s fine to exaggerate the popularity of your business, so long as you’re able to deliver what you promise.

If You Don’t Stretch The Truth Slightly You Might Sink: In “Anyone Can Do It”, Duncan Bannatyne explained that the bank would not release the remainder of his loan until his nursing home was full of residents. This could have really landed him in the shit, as the final touches were still being added to the building and he was running out of cash.

So, he simply got his mother to bring a load of her friends round when the bank visited and make it look like they were residents and he got his cash.

Size Does Matter: If you appear to have a huge workforce, you’re liable to get more work. So, a few years ago, I put together an impressive prospectus, slightly exaggerating our size. I didn’t lie, but I just counted part-timers and temps as full time employees.

It brought us a lot more work and it was a no brainer, as I knew I’d be able to recruit extra people and temps to cope with the extra workload.

If You Don’t Exaggerate, You’ll Be Invisible To The Media: A guy I know set up in business in a premises leased from Duncan Bannatyne. He was asking me how to get the attention of the press, so I advised him to say that he wanted to expand into several other places throughout the country and make out that he knew Duncan Bannatyne personally.

He was a bit unsure about doing this, but it worked and it made far more interesting reading than X has opened a Y type business - end of story. Many local newspapers will print that type of stuff, but it doesn’t really make interesting reading. Use a bit of imagination and you’ll stand out far more.

Have you ever exaggerated to attract more customers, or get media attention? Do you know anyone else who has? Or would you prefer not to do it, even if it was to the detriment of your business? Please share in the comments section.

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Comments

10 Responses to “Make Your Business Seem Amazingly Popular”

Lillie Ammann on June 17th, 2008 1:13 am

Catherine,
I haven’t ever exaggerated to get business, but I’ve been fortunate to have a couple of raving fans who give me lots of referrals. To hear them tell it, I walk on water.

Lillie Ammann’s last blog post..Flag Day in the US
Barbara Swafford on June 17th, 2008 5:35 am

Hi Catherine,

This reminds me of our very first job. It was a huge one. One we often said “the big boys” would be doing, but the developer/contractor liked my husband and asked him if he would like to do the job. We were floored, but rolled up our sleeves, hired a bunch of people, rented some large equipment, and pulled it off. From then on, we were never threatened by the size of a job.

Barbara Swafford’s last blog post..NBOTW Will Donate $1,000,000
johnmryan on June 17th, 2008 9:51 am

Thanks for the post Catherine, I agree what you say as long as you can do what you promise, its like a little self promotion, a generous pat on the back LOL
Ian Denny on June 17th, 2008 8:40 pm

Cath,

Sorry I’ve been up on the roof!

Looking at the stars though. Or rather, grabbing them.

This is a really great post. It makes you think. And “self-fulfilling prophecy” is the phrase which springs to mind.

Put your hand up if you’re good at what you do? Did you hesitate? Or did you think that you could be good if X, Y, or Z happens?

Sometimes you need to create the egg before the chicken arrives to lay it.

It’s time for guts. And that means believing in yourself. Imagine the egg exists before it’s laid.

If you really have talent and skill - no matter what you do - you can achieve this.

Me? I’ve laid two or three eggs before they had any right to be there. Did I lie? No.

I could guarantee they were perfect. And when the egg-hungry clients arrived, they were ready to eat because I knew how to make them appear on time.

I’ve just laid another egg. And I prefer to do that before the chicken.

Chickens are easy to get. Eggs and egg-eaters are far harder to find.

How are you by the way?

Sorry I’ve been real quiet!

Ian Denny’s last blog post..Client News - Hitchcock Wright Scoops Award
Formerly Bloggrrl on June 17th, 2008 11:56 pm

I agree for the most part, but I have to say that there are WAY too many people calling themselves CEOs at the moment… If it’s obvious that it is probably not a big company, it sounds silly to go too much overboard. That said, I’ve had my friends write reviews of my services before when I was starting an editing site…

Formerly Bloggrrl’s last blog post..10 Ways to Bring Nature Into Your Everyday Life
Hunter Nuttall on June 18th, 2008 1:51 pm

I can’t lie, but you have to do what you can to present yourself in the best light. I’m sure I’ve hurt myself in the past by being overly honest–not exaggerating strengths and being quick to point out weaknesses. I’ve gotten better though!

@ Formerly Bloggrrl, in “The 4-Hour Workweek,” Tim Ferriss specifically says not to call yourself a CEO, because it just SCREAMS “startup!”

Hunter Nuttall’s last blog post..Cubicle Rage To The Extreme
louise on June 19th, 2008 4:54 am

I wouldn’t lie, but happy to sell myself when i know I can do the job, I do always act as if I have a waiting list though, being too available is not good for business

louise’s last blog post..Budget Beater Meals: Chicken Soup
cathlawson on June 19th, 2008 7:27 am

Hi Lillie - getting other people to do the exaggerating without any encouragent is even better.

Hi Barbara - Once you tackle one large job successfully it does give you the confidence to do more doesn’t it?

Hi John - thanks for dropping by.

Hi Ian - I’m fine thanks. Will email you. And completely agree - self fulfilling prophecy is what it’s all about.

Hi Michelle - The CEO thing makes me laugh too.

Hi Hunter - I used to be guilty of that too.

Hi Louise - I guess that would depend on the type of business and how fast people need your services.
Tamal Anwar on June 19th, 2008 10:54 am

Do you want to say that I should show my business more bigger and successful?

Tamal Anwar’s last blog post..What is your public image?
Cath Lawson on June 19th, 2008 3:51 pm

Hi Tamal - yes definitely. But obviously, don’t go too over the top.

Cath Lawson’s last blog post..Make Your Business Seem Amazingly Popular