Do We Know More Than Our Clients?

have you ever been caught up in the syndrome of I know more than my clients or I can do just about anything on the 'Net?

Whoa! I had to learn early in my career how to get over this syndrome. Let me tell you what happened to me and how it might apply to us as internet marketers.

Let me show you how not being prepared put egg on my face.

Not Being Fully Prepared

One of my biggest goofs was the result of my stinking PRIDE. Yep, my pride kept me from fully preparing for a very special gig.

I had spent some time performing professionally on a part-time basis, before I went FULL-TIME as an entertainer. I was working in Chicago as a behavior specialist at a non-profit facility that worked with individuals that had problems dealing with society. I was making money at my shows and at my job.

But I wanted more.

I was tightly focused on making money. BIG MONEY. I was cocky and FULL OF MYSELF.

I saw an ad in a magician's magazine about a 7 foot-tall, rabbit outfit, complete with top hat, moveable mouth, and fan inside, so I wouldn't roast.

Only $1500. This was in 1984. A lot of money.

But the way I was thinking was , "With this outfit, all need to do is put it on, walk around a few times, and I'm in the money." Didn't think I would have to do much at all.

(Does this thinking crop up when we see that new piece of software that will do all the work for us?)

Frankly, I had messed up and spent thousands of dollars on a brochure that did not work. I was still hurting from the effects of that fiasco, so, I wanted to make my money back quickly.

There's a lesson, "I wanted to make my money back quickly!" It colored my thinking. I was greedy.

I went to the bank, borrowed the money for the rabbit outfit, and waited for the suit to come in.

Before the suit came in, I got a bunch of postcards and other promo materials. I sent out the materials and waited for the phone to ring.

I got two gigs for a total of $1000 ... one at the Medinah Temple (a large auditorium for special events) in downtown Chicago, and another at a private country club in Michigan.

The suit came in and I tried it on. It fit just fine.

THIS IS IMPORTANT....

I walked around in it for a few minutes.

THAT WAS THE FULL EXTENT OF MY PRACTICE IN THE SUIT!

My gig with Shari Lewis at the Medinah Temple in Chicago was a very BIG gig.

Thousands of kids from a large company where having a special Christmas show. My job was to say hi to the kids, do a simple silk magic trick and introduce Shari Lewis and Lamb Chop.

Simple, yes? I thought so, too.

I didn't bother to check my costume on stage. I didn't bother to see where the mike was. I didn't bother to do a rehearsal. The only thing I DID do was to meet with Shari Lewis before the show and get a picture with her.

When it was my time to go on stage, I was in trouble.

I couldn't see anything... With the spot right on me, I was blinded.

I groped around, looking like a poor tourist in a completely darkened fun house.

I heard whispers of, "What wrong with him?" "Can't he see the x@*&!? mic?" "Who is this !*&#&+?"

Finally, mercifully, a stage-hand handed me the mic.

I was able to do my trick and introduce Shari.

There were two shows. After the first show, I was asked in no uncertain terms what the problem was. I told them,

"I was blinded by the spotlight."

During the second show, the spot wasn't full on my face and I was able to do what I needed to do perfectly.

I was paid in advance, so I didn't have to face anyone about my performance faux pas.


I still felt guilty about the show, but I kept the money.

Do you think I learned from this incident?

My next gig with this rabbit outfit was at a country club for yet another Christmas program. This time, I borrowed a friend's giant top hat table to produce my magic tricks.

I got to the club, set up the table, and went out back to get into the suit.

When I came back into the room, the lights were DIMMED so much that I could not see again!

The tables were set up night-club style and were close together. I knocked a few of them over with my big feet. I hit a few of the kids in the chops because I couldn't see.

When I got to the stage, I knocked the table over.

It was a blooming nightmare.

But I got through.

After the show I got out of the outfit as soon as I could and a friend I had brought along got the table.

This show embarrassed me more than the other one!

Again, I was paid in advance.

I vowed NEVER AGAIN would I be in a costume that did not allow me to be myself. I also vowed that I would NEVER AGAIN be unprepared for a show.

Yep, that was me.

I had a lot of growing to do.

Don't make the same mistakes I made.

The good thing is, as an internet marketer, you know more than most business owners... but don't let it go to your head.

What I do now is make sure I have the bases covered as best as I can. I want to make things easy on myself.

The bottom line is that I want to make things seem as if I am shooting fish in a barrel, so to speak.

How do you shoot fish in a barrel?

Make sure you research your target business... Do they have a website? Is their website SEO friendly? Does the website look good? Etc., etc., etc.

Make sure you know what you're doing!

Can I get a website up in the time I said? Can I get traffic moving toward the website as I promised? Can I set up an autoresponder with messages that sell the business?

It seems like a lot to do... but that's why we get the big bucks, isn't it?