Personality Marketing by Greg Colosi

It’s January – Are You Ready For 2012?  Goal Setting Part II: Mechanics Of Setting Goals

Last month we talked about getting your passions into your business. This does two things: It gets you excited, and it lets your customers know you as a person. Plus, knowing you as a person gets them to like you, trust you, and give you more business! It’s called “Personality Marketing.”

Let’s get into the mechanics of setting goals for your dry cleaning business. You can also use these same ideas and techniques to set goals for your personal life too.

What Are Your Dreams?
Your first task is to come up with your dream list. How do you do that? Get out a blank piece of paper and start writing down all the things you’ve ever wanted to be, have or do. Don’t stop until you get 20 or 30 dreams written down. Don’t restrict your list. If it pops into your mind, write it down.

Pick A Goal
Take your dream list and pick one dream. You’re going to turn that dream into a goal. Why don’t you pick out a goal that has to do with your dry cleaning business first? You can get into personal goals next.

Write Down Your Goal
You’re going to turn that dream into your first goal. Your dream, (now a goal) MUST be written. If you let it float around in your head, it might not happen. If you write your goal down (as you’ll see), you’ll be able to come up with a plan to make it a reality.
So get yourself a cheap notebook at the office supply store and start to write out your goal. Big companies like Google write down their goals and plans, right? Those companies would never be as big as they are without written goals and plans, would they? No they wouldn’t. And that’s why you should write down your goals too.
I’m willing to bet there are no big companies without written goals and plans. Would you agree? I hope I’ve convinced you that you MUST write out your goals or they will not happen.
And the next step in writing out your goals is to write it in the present, positive tense. For example: “I acquire 25 new route customers each and every week.” Not, “I will get 25 new customers every week.” Can you see the difference? The first goal statement is “as if” you’ve already done it and the second is some time in the future.
Why do you do that? This is to trick your subconscious mind that you’ve already accomplished your goal.
A weak written goal would be something like: “I’ll try to get 25 route customers every week.” Can you see why this would not work? This statement gives no confidence to your subconscious mind. It’s a pathetic and a feeble attempt at setting your goal!
So, you must write out your goals and you must write them in the present, positive tense.

Benefits Of Your Goal
You’ve gotta do something that will compel you to go after your goal with no thought of failure. And the way you do that is to figure out what benefits you’ll get from accomplishing your goal.
When you accomplish your goal of 25 new route customers per week, after a year you’ll have a huge route business. What will that increased business do for you personally? Will you be able to take that long awaited vacation? Kent Wales, one of my members, takes 3-week vacations three times a year now. His business has grown and all his marketing is on autopilot and this allows him to go away several times a year. He told me the other day that his dry cleaner does even better when he’s gone.
Figure out those benefits and let them drive you to accomplish your goal.
This is just an overview of how to set goals. If you’d like to get a complete guide, go to and get my book, “Dry Cleaner Business & Personal Goal Setting Guide.”
Set some goals and make 2012 your best year ever!
To find out more quirky ideas on how to raise your revenue, go to my blog:

Greg Colosi helps dry cleaners get route customers WITHOUT knocking on doors (even though door knocking is a great way to get customers). All of Greg’s marketing ideas are tested by him or several of his 400+ members, so you won’t get theory, you’ll only get ideas that produce new customers and revenue.