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No News Is Good News

Asiana Airlines crash

We all know that “the news” has an overwhelmingly negative slant: plane crashes, murder trials, political scandals, natural disasters and the like get all the attention, and news outlets rarely focus on positive stories.

For example, where’s the positive side of the story about the recent Asiana Airlines crash? Yes, two people tragically lost their lives, but am I the only one who is amazed and interested to hear the details about how over 99% of the people on the plane managed to survive?

You can find such positive-based stories if you search for them hard enough – but it’s easy to be overwhelmed with sensational accounts dwelling on the negative.

For the same reason, “bad reviews” of your business will spread faster and wider than anything positive ever will. It’s a fact that people just love to spread “negative” news.

Here’s a recent “close to home” example…

My beautiful wife Michele and I went out to eat last Friday night at our favorite local restaurant.

We almost never tell anyone about our meals there (or anywhere else, for that matter), but in the past few days I’ve told a number of people about this particular experience.

Why? Because it was (uncharacteristically) negative, that’s why.

Here are some of the things we were disappointed with…

  1. As soon as we entered the restaurant, we noticed that the stylish, modern fireplace in the lobby was not working (our waiter later explained, “Yeah, I think it’s just broken”) – certainly not a major point, if that had been the only issue that night.
  2. The restaurant itself was strangely near-empty, causing us to wonder if something was wrong (but we chalked it up to it being the day after a holiday, on a hot summer evening).
  3. Our main courses took an unusually and inexplicably long time to arrive at our table (and we both ordered salads!), long after we had finished our appetizers.
  4. Our waiter gave a half-hearted, weak “pitch” for dessert, instead of the usual carefully-choreographed show this restaurant is known for (Michele remarked that this was probably his first day on the job).
  5. Then, worst of all, after all of this disappointment, our waiter took FOREVER to bring us the bill – so painfully long a period that for the first time in my life, I actually stood up at our table in the middle of the restaurant, credit card in hand, in an attempt to get someone’s attention. When our waiter finally arrived with our bill, his excuse was that he got held up at another table (only one other table in his area was occupied!).

Michele and I left, unsatisfied, and have since shared these disappointing details of our dining experience with several friends, neighbors and clients.

As regular customers, we see this as a strange exception (after all, the food was excellent, as usual, and the manager did apologize to us and remove the charges for our appetizers from our bill). We will certainly return to this restaurant again and give them another chance. But we’ll be skeptical, knowing that there are about a half-dozen similar high-end restaurants within just a couple of miles that should be happy to have our regular business.

On a similar note…

Last week I posted about ending my five-year relationship promoting a once-great company. Before its co-founder sold it to the current ownership, the company helped improve the lives of many business owners, including mine.

Therefore, you would think that among the dozens of comments from business owners on that post, at least some of them would have been positive.

Nope. Not a single one. Zip, zilch, nada.

Moral of the story: Especially in today’s social-media-crazy, ultra-connected world, how important do you think it is for you to be especially on your toes to provide excellent experiences for your customers, clients or patients?

Today more than ever, you can’t count on people to spread positive news nearly as much as they’ll spread the negative.

And now I’ll finish up our current series by sharing my final three ways you can multiply your maximized resources. These areas are all critical for you to keep up the momentum you’ve found over the past few weeks of taking action on what I’ve taught to make the assets you have work harder for you.

X. Find Your Pot Of Gold

You must always have a goal you’re working toward in order to stay on course. Don’t be afraid to aim high – just make sure you stay clear on what your goal is and exactly what you need to do to get there.

You’ll need to continue to hold yourself accountable to your goal, and raise the bar as you accomplish milestones along the way.

XI. Stay At The Top Of Your Game

Once you’ve mastered these resource-maximizing strategies, you’ll need to make sure you’re staying competitive and constantly coming up with new ways to use your new tools.

Be sure to celebrate your successes – but don’t rest on one level when you have more achievements ahead of you. If you want your business to continue to succeed and prosper, you must continue to learn, innovate and grow in your knowledge and skills.

Remember two powerful sayings I prominently display on signs at all of my live events:

“Lifetime Learners Are Lifetime Earners”

and

“All Top Performers Have Coaches”

I attribute my own continued success to my dedication to constant learning and to making sure to pay for the very best one-on-one and group coaching I can find.

XII. Wealth From The Inside Out

Wealth and riches are defined within yourself – not by your sales or profits, or what others think of you, or the world around you.

You can use all the strategies I teach in both your business and personal life to reach a greater level of success. When you consistently make it clear exactly who you are and what you stand for, you will automatically attract the right people to you, in your personal life as well as in business.

You’ll continue to reach your goals as long as you define them well, build a solid road to reach them and take consistent action to make them a reality.

Throughout these last seven lessons I’ve shared how you can take a hard look at the resources you currently have right in front of you and maximize them to build the business and lifestyle of your dreams. Next week, I’ll start a three-part series on the most powerful form of marketing ever created: word-of-mouth.

Until then, make sure to focus on delivering positive experiences to your customers, clients or patients – because they’re all prone to accentuate the negative.

If you need help with any of these areas, steps or processes, try my FREE test drive of SSSMarketingUniversity.com to gain access to my collection of resources, tools and expert business coaches – all there to help you succeed more than you ever have before.

6 Responses to No News Is Good News

  1. Jon Bockman Reply

    July 10, 2013 at 9:29 am

    Steve,

    Negative reviews and automobile repair tend to go hand in hand. That’s why I give my Service Writer the ability to do whatever it takes to make my client happy, even if it means refunding 100% of the bill. I figure what the worst thing they can say, “They gave us our money back”?

    • Steve Sipress Reply

      July 10, 2013 at 12:03 pm

      Other companies can learn a lot from you, Jon.

      No wonder your business just won “Best Auto Repair Shop” in your county for the fourth straight year.

  2. Thomas M. Henry Reply

    July 11, 2013 at 1:31 pm

    Steve, I guess I only in my mind sent a response to your ending your relationship blog that I understood but I too was sad to see what has happened to the company but I have learned a lot from them, even more from you and I am saddened by seeing this great company struggle.
    You are of course correct that bad news flies like electricity and no one wants to read many testimonials these days but it is important we learn what happened to them so that it does not happen to us. Nice pie today except as you said it means we have to take a critical and honest look at how good a service we are providing. If it is not up to expectations or our standards then we have to make the tough calls, let someone go or retrain to understand how and why businesses make money. I am baffled by how many employees I have had that do not understand how business thrives and why great service is at the top of the list. Thanks for the wake up call though I was helped by the great company and some of it a kick in the seat of the pants type stuff but that helped me wake up and get into the game to build my business better. I think the University needs some live coaching or opportunities to get extra help. You like the automated version but it is not enough for me, I need a mentor and you all are a long way away up there by the big lake!
    Thomas M. Henry Peoria, Illinois 61614

    • Steve Sipress Reply

      July 12, 2013 at 1:38 pm

      Congratulations on recognizing your need to focus on providing excellent client experiences, Thomas.

      I do provide coaching for forward-thinking, action-taking entrepreneurs all over the world who want extra help.

      I’m also introducing two all-new coaching programs this summer.

      I’ll let you know as soon as they’re launched. And you can call my office if you want more information about my current or these future programs.

      Keep moving forwards, Thomas!

  3. Janet Green Reply

    July 11, 2013 at 5:15 pm

    Yes, it’s very true that bad news travels much quicker than good news and because of that we do have to stand top of our game. In the restaurant business for instance, Yelp has made it easy to see what customers think about a particular restaurant which can make or break that particular business.

    What really hit me about your article was the last part where you mentioned knowing who we are and what you stand for. I know what I stand for, but I was thinking that it is hard for me to tell the story of who I am in relationship to which niche market I am marketing to. I talked to Michele about it earlier this week. Is knowing your story the same as knowing who you are? I tend to attract the right people into my personal life, and yet I’m having a bit more difficulty in translating that into my business.

    • Steve Sipress Reply

      July 12, 2013 at 1:41 pm

      Great question, Janet. I know you are a member of our Chicagoland’s Sharpest Entrepreneurs Mastermind Group, and it just so happens that our topic for this month’s meeting is “How You Can Tell Your Story To Attract All The Ideal Prospects You Can Handle.”

      Should be a great one for you!

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