The But-But Man ©2000,2004
By Brian Norris, 414-899-1905
********************Over the past three decades, I've met some incredible people. People with talents (both innate AND learned) and experiences that would inspire even the most cynical soul. Some time ago, I had the opportunity to speak with one such individual. This gentleman, new to the industry, asked me for advice on how to become a successful speaker.
We spoke for about an hour and a half. During that time, as I asked him questions and gave him some suggestions, this gentleman proceeded to share his life story. It had all the makings of a best-selling book or screenplay.
It went like this:
Immigrant comes to this country with nothing but the clothes on his back. Can't speak a word of English. For a time, eats fried dough because it's all he can afford and sleeps every night on the floor because he can't afford furniture. Works two jobs. Manages to attend school to study business.
Becomes a salesman, going door to door hawking vacuum cleaners. Soon, after even more tribulations, he starts a business and makes it successful through his tenacity, sales and marketing experience and passion for success. Ultimately, he emerges victorious as he ascends the economic ladder.
I made recommendations and laid out a simple strategy for him to follow. Suddenly, it happened, the But-But Man reared his face. Despite the fact that I had given him step by step techniques to enter the marketplace, the fear or psychological response that comes with virtually every uncertainty overtook this otherwise accomplished man.
"But I've never spoken professionally before."
"But what if people don't understand me because of my accent?"
"But I'm not famous."
"But what if they won't pay?"
"But what should I talk about?"
"But I don't have a video, a website or products?.."I looked this man straight in the eyes and told him the last thing he wanted to hear.
"You're never going to make it in this business. No matter how many seminars you attend, how many books you read, how many tapes you listen to, you'll never succeed. Why? Because it's obvious from your responses that you're not serious. If you really wanted to be a speaker, you'd start giving me excuses why YOU'RE going to be a success in the industry, just as you've become a success with your business and your family."
My comments temporarily exorcised the But-But Man from the mind of my friend. Within seconds, he unfolded his arms and shook his head up and down in quiet acknowledgment..
All of us, myself definitely included, have succumbed to the But-But Man or Woman within.
The bottom line is that you've got to start somewhere. If you wait around until the perfect moment arrives you'll die broke and alone. And if you make your decisions based solely on the feedback of others, then you belong in a cold cubicle in Corporate America. If I had believed that there was no room or opportunity in the speaking and consulting industry for anyone under the age of 30, I'd probably still be waiting tables or working 80 hours a week as a manager of a restaurant company with no soul or passion.
The perfect opportunity is NOW. This second. Forget New Year resolutions. What about this moment resolutions?
If your business is not where you'd like it to be, then eliminate the scapegoats and blame yourself. If you don't have a web site, then so what! If your marketing materials are terrible or ineffective, so what (improve them or just don't use them)!
*Can you pick up a phone and ask to speak to the person who hires speakers or trainers?
*Can you type a decent letter telling potential buyers who you are and what benefits you provide?
*Can you write a 500 word article and submit it to an editor for possible publication?
*Can you open the phone book or call directory assistance and find out the number to the local chamber and volunteer to speak for no fee in exchange for their mailing list?
*Can you write down five stories that describe your various experiences and make those experiences relevant to others (use these signature stories in your articles and presentations)?
No one expects you to be perfect. In fact, perfect people get crucified (and you're no good to anyone dead). Instead, just be your best, even if that best can't afford fancy web sites and brochures. Judge yourself according to your own abilities. No one can believe in you if you don't believe in yourself.
Build a happier, more passionate, more fulfilling New Year by taking action on your dreams and passions now. No buts. No howevers. Only, questions like "What will it take to make this happen?" and "What one step which move me to the next step (and to the next step, and then to the next)?
Finally, remember that at the heart of all good marketing or meaningful change is an idea. And behind that idea is a person with the courage to articulate that idea into something tangible. Be that person and experience a life free of but-buts.
Brian Norris, one of the world's leading authorities on creating positive change, speaks to organizations hungry for growth and stronger morale, trust and revenues. He can be contacted at info@briannorris.com. Or call 414-899-1905.
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