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Want to make your business boom? Make like George Costanza and do the opposite of normal

Want to make your business boom? Make like George Costanza and do the opposite of normal

DIGITAL MARKETING NEWS

Want to make your business boom? Make like George Costanza and do the opposite of normal

Steve Strauss
 |  Special to USA TODAYSmall businesses still need help: Here’s what you can doThe masks may be coming off, but small businesses still need our help.Buzz60, Buzz60In one of the classic scenes in the TV show “Seinfeld,” George Costanza decides that, because his life isn’t going the way he wants, he is going to “do the opposite.”The gang is sitting at the diner, and so instead of his usual tuna on toast, he orders “the opposite” – chicken salad on rye. And then, when a beautiful woman at the counter smiles at him, instead of not noticing him (as would be typical), George again decides to do the opposite: He saunters up to her and says, “Hi, I’m George. I’m unemployed and I live at home with my parents.” Unexpectedly, she smiles back broadly and says, “Hello, I’m Victoria.” He gets the date and learns a lesson.Sometimes, the opposite is exactly what you need.I share this because I think “doing the opposite” is what some small businesses need to hear right about now, and I explain how to do that in my new book, “Your Small Business Boom: Explosive Ideas to Grow Your Business, Make More Money, and Thrive in a Volatile World.”What I mean is this: When times get tough, as they most certainly have been for my small business brothers and sisters for the past year and a half, the tendency of many entrepreneurs is to hunker down, do their best and wait until the coast is clear (or at least clearer) before really going for it again.That’d be a mistake.I spent much of the COVID-19 pandemic interviewing all sorts of successful entrepreneurs. Folks who did, yep, the opposite. They zigged when others zagged, they marketed big when others marketed small, they grew when others shrunk. And as a result of doing the opposite, of taking some chances they maybe otherwise would not have taken, their business boomed.Hence, “Small Business Boom.”►  The Daily Money:  Get our latest personal finance stories in your inboxSo I took the best ideas they shared, distilled them, made them relatable and doable, and put them together in one place. The trick is to not just do the opposite but to be bold and take some smart, calculated risks in order to create some new, additional profit centers.Take, for example, a spa company in New York called HigherDOSE. The secret sauce of this company was that their spas bathed you in infrared light, creating a detoxifying experience unlike any other.Cool, right?Yes, unless a pandemic comes along and forces you to close all of your locations almost overnight. Now what?The conventional wisdom would be to close down, take your lumps, wait it out, and hope for the best. But the problem with conventional wisdom is that it is, well, conventional. Instead, owner/entrepreneur Katie Kaps decided to do the opposite. She leaned into e-commerce – an area HigherDOSE had barely touched previously – and started selling infrared blankets. At a time when everyone was home and needed comforting, this new product became a big hit.As a result, these days, while the spas are open again, HigherDOSE is rocking it just as much with an additional profit center, e-commerce.Doing the opposite can work. It worked for HigherDOSE and it can work for you, too. It’s time to boom your business, don’t you think?


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