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- Subscribe - Contact Us - Rate Card - Place an Ad Archives Revels Classifieds Real Estate Menu Guide Wedding Weather Subscribe Contact Us September 24, 2005 Marketing Today There are good times to push your limits Anthony Hernandez This past week I did something extraordinary: I began taking swing dance lessons. My first lesson was last Friday and I just wrapped up my second session today. This might not seem so extraordinary to some or even most of you but it marks the first time in my 37 years on this planet that I decided to get over my fear of hitting the dance floor, master both of my two left feet, and find out once and for all whether my decades-old joke of “I’s poor, I’s white, and I ain’t got no rhythm” was rooted in any kind of reality. One hour of practice put that old saw to rest forever. I discovered that I do, in fact, have rhythm and that I am quite capable of becoming a pretty good swing dancer. Better yet, mastering swing will help me learn other steps as well, thus broadening my horizons even further. During my second hour of practice, it finally dawned on me that dancing is nothing to be feared. On the contrary, it’s lots and lots of fun. It does of course help to have a great instructor; I can’t recommend Savannah Morgan highly enough. This small accomplishment got me to thinking: How often do we shy away from opportunities or growth because we believe that we can’t or shouldn’t go there? How much does holding back cost in terms of personal fulfillment and business profits? What limits have you imposed on yourself and/or on your business? Where did these limits come from and why? Are these limits real or imagined? How much profit and ease are you missing out because of these artificially imposed boundaries? What benefits might you get by pushing your own limits? How do you begin to move outside your own comfort zone? The easiest way I’ve found so far is to just go for it. Swallow your fears, be prepared to swallow more than a little pride, and you may just surprise and delight yourself. The best part about exploring beyond your comfort zone is that one little success is all it takes to start you brainstorming other ways to grow and expand. For example, I’d been resisting finishing a book I’ve been working on for a long time. This afternoon, I returned from my lesson and polished it off in just a few hours. I can’t say for sure that the two are connected — nor can I say they’re not. The lesson is simple: Just because you have been doing something a certain way (or not doing it as the case may be) for many years doesn’t make it sacred, necessary or even healthy for yourself or your business. Your business cannot grow beyond your own boundaries, meaning that you must grow if your business is to grow. Maybe you’ve been resisting hiring additional help because no one can do things exactly the way you do them. Maybe letting go of your need to have things done in such a special way will allow you to have more free time and grow your business by freeing you up to start a new marketing campaign. Maybe you’re an artist who feels that art and business are like oil and water. Maybe letting go of this artificial boundary will allow you to use you artistic skills to grow a thriving business selling your art. Brush your fears and trepidation aside and push your limits with all the gusto you can muster. The worst that can happen is that you’ll reaffirm those limits, which isn’t so bad because it’s almost always good to be right. The best that can happen is that you will surprise and delight yourself as you discover skills and capabilities you never knew you had. Do this once and you may well be inspired to challenge yourself and grow in another area, then another and another. Where will this path lead? I have no idea. I can tell you that it will be lots of fun and possibly very rewarding in other ways. My columns so far have focused on things you can do to bring people into your store or interest them in your services. You’ve read those articles over the past several months, taken some of my advice (hopefully), and customers are indeed coming into your store or contacting your business. Now what? Starting next week, I’ll be writing a series of articles on marketing and sales with a focus on closing the deal once prospective customers contact you. If you like what you read, I encourage you to share the upcoming articles with your employees and everyone who comes into contact with your customers. Stay tuned. I have received several requests for copies of back articles. You may subscribe to my weekly newsletter and receive all back issues starting with the very first one by visiting www.coachanthony.com and clicking the “subscribe” link. Need additional help with your marketing or any aspect of your business? If so, please e-mail me to set up a free 30-minute consultation with no obligation whatsoever. As always, I look forward to your questions and comments. You may e-mail me at [email protected]. Visit me on the Web at www.coachanthony.com. Anthony Hernandez is a local business consultant with more than 19 years of business and marketing experience. He lives in Ashland with his wife Robyn, son Logan, and their three dogs. 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