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Thought of the Week

In this Week’s Newsletter:

Up Front: A Fanboy Love Story…and why it matters for your business

This Week’s Quiz: Will We Stump You This Time?

Special Event This Week: Ernesto Live!

Something Special: Financial Security Regardless of the Economy

UP FRONT:

A Fringe Fanboy’s Love Story…And Why it’s CRITICAL for Your Business.

The Edinburgh International Festival began as an invitation-only event to celebrate and enrich European cultural life after WWII. Back in 1947, eight theatre groups turned up uninvited to perform. Not being part of the official program didn’t stop these performers. They staged their shows on the fringe of the Festival, coining the term – the Edinburgh Festival Fringe.

Since then, millions have flocked to the Fringe to produce and enjoy art of every genre. It has grown to mammoth proportions, with this year's Fringe featuring a mindblowing 3,960 performances!

Before diving into the Fringe experience, why it’s my favorite time of the year, and the critical lessons for you, let’s first discuss the significance of what you just read.

Those eight uninvited theatre groups invoked Richard Branson’s famous quote, “Screw it, Let’s Do it.” They took the Judy Garland/Mickey Rooney “let’s put on a show” theme to a new level, transforming Edinburgh’s economy and inspiring about 300 other Fringe events worldwide. It’s a big deal, starting because those eight groups wouldn’t take no for an answer.

Fred Smith famously got a C at Yale for his FedEx proposal, and I could go on forever with stories about those who bucked conventional wisdom and changed the world.

Here’s the point:

If you have a great idea, don’t let anyone get in your way. If there’s demand, find a way to make it work.

I’ve always taught the PSC Strategy: Plan It, Sell It, Create It.

Those 8 theatre groups planned their arrival to Edinburgh. They sold seats to their performances. THEN they put on the show.

Lesson—Consider selling your idea FIRST. If there’s no demand, figure out how to create demand—is it your copy? Your offer? Or is it simply that people aren’t interested in fart-flavored ice cream?? (yuck!)

Don’t Let Competition Scare You.

At the Fringe, you’re competing with 3,959 other performances.

Successful shows aren’t shy about promotion. They hit the streets, handing out flyers, and sometimes performing short tastes of their act. They’re not afraid to do whatever it takes to get butts in seats. Many give away lots of free seats early on to build buzz, which fills venues!

This is why we often deliver free webinars…to provide prospects with a taste of what’s possible…and then inspire the sale.

Fun fact: I’ve attended the Fringe for 4 or 5 years without planning what to see until I arrive. I decide based on flyers posted around the city and word-of-mouth from people I meet.

If you’re a planner, don’t freak out!! This is the best way to do the Fringe!

Think about how you can apply this to YOUR business.

We’ll dive into more guerrilla marketing strategies in future issues of the Business Impact Letter. Today, we’re going “Full Fringe,” and I’ll share some highlights, which I hope will inspire you to create your best life!

If you can get to Edinburgh this month, do it!

If you love theatre, dance, cabaret, music, comedy, acrobatics, and more, this is the most amazing event you’ll ever attend.

Military Precision

When doing the Fringe, plan carefully. Performance times may overlap, and logistics need managing. On Monday night, I saw “Messy Friends” at Assembly George Square’s Piccolo tent. The show ended at 9:55 pm, and my next performance, “Swamplesque” (a must-see!), started at 10:20 at Assembly Main, a 15-minute walk away. Remember, all shows are general admission, so the later you arrive, the fewer seating options you have.

“Swamplesque” had its first sold-out performance last night, with over 650 people in attendance. Why did it sell out? Word of mouth, lots of flyers and lots of signage.

My friend Tash York is in it, and you’ll love her performance.

Quick Taste of This Year’s Fringe

Rueben Kaye is back with his new show “Live and Intimidating.” He’s more personal and serious this year and always a must-see. Rueben always greets his audience at the door of the venue, saying “Welcome Home” to each person.

If you’re a speaker, think about how that could set the tone for your event—the audience already loves you before you begin! Consider this—the performance begins the moment the doors to the venue open. It’s all about the attendee experience.

How do you create an endearing, fan-loving experience for YOUR clients?

“Ten Thousand Hours” is one of the most creative acrobatic shows I’ve seen. This group of eight Australian athletes will mesmerize you. They began their set with the traditional “Acknowledgment of Country,” recognizing aboriginal land. This respectful acknowledgment endears me to Australia. But the performance…OMG!

Lesson—People don’t care what you say—they care about what you DO. Show up and be sincere.

“Gwynneth Goes Skiing” is a delightful romp based on the actress’s ski accident in Utah, where the audience decides who wins in court! It’s performed by the team behind last year’s “Diana: The Untold and Untrue Story,” which is back for a limited run at the end of this month. Linus Karl excels in both roles.

Expect to miss some shows due to sold-out performances, schedule conflicts, or logistics. Get over it! You’ll see so many great things that those “losses” will be forgotten.

Another must-see is “Pop Off Michelangelo,” a world premiere musical comedy about besties-turned-bitter rivals Michelangelo and Leonardo da Vinci. My friend Ryan couldn’t stop gushing about it—nor will you!

By now, you get the idea: this isn’t a little arts festival. It’s an all-encompassing experience!

Yesterday, I was scheduled for EIGHT performances (no kidding!). I did seven the day before and have 7 planned for today. Check out yesterday’s schedule:

Meeting New People

You’ll meet fun people here and may make life-long friends. I met my friend Ryan here last year. His husband didn’t understand his love for the Fringe and wouldn’t join him. But this year, curiosity brought the husband, who realized it’s one big LIFE party, not a big orgy! Next year, he’ll be back for more Fringe.

Yes, dear reader, consider this a cult—a cult of enthusiastic creatives making the world a better place.

Shouldn’t you be asking yourself how you can create this sort of experience for your clients and customers?

There are many more business lessons here—in operations, promotions, logistics, and more. So while you’re experiencing my fanboy enthusiasm, consider this:

How can you get your clients or customers to have the same level of enthusiasm for their experience with YOU?

See you next week!

THIS WEEK’S QUIZ:

A SPECIAL EVENT TOMORROW:

Ever wondered how to become the go-to expert in your industry, secure global speaking gigs, and attract media features? Discover the secrets that can change your life in just 45 minutes!

In today's fast-paced world, standing out as an authority is more important than ever. Imagine jet-setting around the globe, getting paid to speak at events, and being the expert everyone turns to in your industry. Sounds amazing, right? This isn't just a fantasy – it's totally achievable with the right know-how.

Join us on August 8 for a game-changing online event that will set you on the path to becoming the authority everyone seeks.

What You’ll Learn:

During this fast-paced 45-minute session, you’ll discover how to:

• Transform Your Digital Footprint: Make your online presence pop and convert like crazy.

• Become Respected as an Industry Expert: Learn how to be the go-to person in your field.

• Land Global Speaking Gigs: Get the inside scoop on securing high-paying gigs worldwide.

• Stand Out Online: Discover how to make your personal brand shine.

• Build Trust and Credibility: Quick tips to gain trust in your industry.

Why This Matters

Being seen as an authority isn't just a nice-to-have – it's a game changer. 

It opens up new opportunities, gets you noticed, and attracts business— like nothing else. Whether you're a speaker, entrepreneur, or just looking to level up, this webinar will give you the tools you need to succeed.

Join Us

You’re invited to learn from the best and take your career to the next level. Save the date – TOMORROW August 8 at 7:00 PM Eastern Time – and get ready for a transformative session.

You’ll leave understanding you how to position yourself as the expert everyone wants, secure global speaking gigs, get media features, and attract new business opportunities.

Our research team can create detailed avatars that will transform your marketing strategy and allow you to easily speak your customer’s language. If you’d prefer a reliable done for you solution, simply click here or the link below we’ll set something up right away.

RESOURCES:

We’re big believers in diversified income generation. We want to work less and play more…so we enthusiastically advocate that you consider investing (wisely) in a variety of areas.

Two of our favorites are below (with deals just for us!)

The Crypto Mastermind. This program, by long-term friend John Limbocker, is a gift to us. John wants to get you educated about the right, safe way to invest in the crypto markets. He’s making an irresistible offer to the PrideNomad community, which he’s agreed to extend to Business Impact subscribers as well.

Access the Crypto Mastermind here»

The Surprising Real Estate Strategy. We mentioned this one recently (above, in fact), and it’s a unique and timeless strategy to help you create significant income streams.

Watch the presentation here »

Quiz Answer