Get Different summary

Now imagine you’re out fishing in a small backyard pond. As you lower your bait, you hope to catch a marlin. If that sounds absurd, it’s because it is – there’s no way you’re going to catch an ocean fish in a tiny pond. 

The same principle applies to your marketing. If you don’t know exactly who you’re targeting with your idea or strategy, you’ll just be wasting your time. 

Visualize yourself at the foot of an enormous mountain. What could motivate you to climb to the top? Maybe you think it’d be really cool to get up there. But that alone probably wouldn’t be enough to overcome the challenge. 

Now, what if your child were at the top of that mountain? And what if, at the same time, a villain were scaling the mountain to get her? That’s a mission that will get you going – a lot more than simple desire!

When Linda Weathers reached out to Michalowicz, she was desperate. She’d successfully launched her bookkeeping business but had zero new leads after a whole year of operations. It’s not like she wasn’t trying – she’d spent $50,000 on programs that promised to find her leads, but none of them had delivered. 

Michalowicz warned Linda that she was likely being scammed. In fact, he said, getting new leads doesn’t need to cost a cent. 

Michalowicz was driving in New York City when he stopped at a red light and came face-to-face with a man in a cheap Statue of Liberty costume. Everything about him was striking: the green toga, the foam crown, the cigarette dangling out of his sneering mouth. He was also holding a sign advertising tax consults. 

Sure, this guy stood out – but the idea of getting tax consults from him seemed absurd. The fact is, getting attention is only effective marketing if you appeal to the people you want as customers – not turn them off.

You know how street performers have a container set out in front of them? When you pass a busker or a mime, it’s pretty obvious what they want you to do with that container: express your appreciation for their work by putting money in it. 

Of course, you may not want to tip. But the fact that their request is so simple and specific maximizes the odds that you will. This is the power of a clear directive. 

Following a Get Different workshop, an accountant named Gabe Piña came up with an idea to gain new leads. He would send ten prospects a copy of his favorite business book and include a Post-it on the first page. On it, he’d write, “I hope this book serves you as much as it has served me,” along with his name and email. 

Gabe was successful in gaining attention from his prospects. But while they appreciated the note, his prospects were too busy to read the book. He didn’t get any new leads either.