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    The Great Gordino Newsletter - Issue 339 - Mon 31st October 2005
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    Archive Issues online at - gordonbryan.com/archive

    Hi There,

    I hope everything is ok where you are.

    I had an experience this morning which brought a marketing
    point to mind, and a life motto a friend told me.

    A national chain of pharmacies in the UK, Lloyd's, have been
    advertising on TV that they offer a free walk-in diabetes test.
    I thought I'd take up that offer, so in I walked last Thursday.
    I was told that I could have one there and then, only be told
    after waiting for 10 minutes that, in fact, there was no-one there
    who could do it, and could I come back Monday?
    I asked if I needed to make an appointment.
    'No, anytime,' came the reply.

    So, this morning I drove back, and announced that I was all
    present and correct for my free diabetes test.
    I bet you're ahead of me on this one...

    I was asked to take a seat and wait.
    10 minutes later, I was told there was no-one available to do the
    test, and could I come back on Thursday?
    After a very speedy count to ten in my head, I calmly pointed
    out what had happened when I had gone in the previous
    Thursday, to which I got shrugged shoulders.
    It wasn't the fault of the person I was talking to, so I didn't take
    it any further.

    Offering something for free can be a great marketing tool.
    It gets people to use you, and gets your name around.
    However, spending a bucket load of money on a TV campaign
    and then not being able to honour the offer is not good
    marketing!
    Common sense really, isn't it.
    Instead of telling people I know about the great free offer at
    Lloyd's, I'm telling people about how Lloyd's have made a cock
    up of their free offer.
    Hmm...

    It reminded me of a life motto my friend Alan told me he had
    heard once.
    Here it is -
    'Say what you mean, and mean what you say.'

    Sounds a bit slick and cliched doesn't it, but it is truly powerful.
    If you stick to it, you will act with integrity.
    You will take action to back up your words.

    The obvious reading of the motto is to say what you mean, and
    mean what you say *to others* but even more important is that
    you say what you mean and mean what you say *to yourself*.

    If you do this, and tie it in with a specific set of goals, blimey
    you can really achieve things you wouldn't have thought possible.
    It's as simple as this - if you say you are going to do something
    towards your goal, do it!
    If you end up not doing it, you aren't sticking to the motto.
    If you don't mean it, don't say it, think and act with conviction.
    Once you have said it, stick to it.
    This will tell your subconscious that you follow through your words.
    By the way, when I talk about saying it, I do actually mean
    saying it out loud, not just in your head, so that once the words
    pass your lips, you are commited.

    Some people think this is pure mumbo jumbo.
    I don't, I happen to think it's life achievement gold dust, and if
    you fall into the 'mumbo jumbo' camp, then just try it.
    For a week, anything you say, ask yourself if you meant it.
    If you didn't mean it, why did you say it?
    If you did mean it, what actions will you now have to take?

    Just thinking about it, if you are in the mumbo jumbo camp,
    does that make you a mumbo jumboist?
    Or a mumbist jumbist?
    I think the next time I have to fill in a form asking for my
    religion, I'll put 'mumbist jumbist' just to see what happens.
    If I am told I can't have that as my religion, I can then turn
    round and call them mumbist jumbist-ist!

    Ok, as you can tell, I'm going off on a tangent here, so I'll stop
    while I'm ahead.
    Have a good week, and ask yourself if you really say what you
    mean and mean what you say.

    'Til Next Time,
    Health and Happiness,
    Gordon
    email me at gordon@gordonbryan.com - you'll have to copy and paste
    thanks to the idiot online spammers!



    
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