Next week, I’m the guest instructor for a NxLevel entrepreneur class in Kalispell. I’m teaching the practical part of marketing, following Patti Gregerson from the Kalispell Chamber, who taught the conceptual stuff this week. She’s a sharp cookie that anyone would be lucky to have on their team.
On a related matter, Dan talks about 80%, 15% and 5% a lot, when it relates to human behavior. Like any smart marketer, he studies psychology and human behavior and uses what he learns in his marketing. In his experience, he says that in any group, there’s an 80% ( the average non-high achievers ) and a 20% (the success stories). Of that 20%, he maintains that in every population of people he’s ever met, they are split into a 15% group and a 5% group.
This even includes the billionaires he’s met, according to Dan. In other words, in a room with 100 billionaires, 5 of them are super high achievers who are doing far better than the other 15 who are smoking the 80 who are “just” billionaires. He maintains that the same goes for those in the food stamp line, golfers, you name it.
I don’t know that there’s scientific backup for this, but observations sure seem to bear it out.
Back to how this relates to NxLevel. I had the coordinator help me perform a little experiment. I had him mail out some introductory material about me, including testimonials and my “17 questions” document that they can put to practical use. The cover page in the letter asks them to fax or email a question or marketing piece (ad, etc) for evaluation that we’ll go over in my session. I asked them to be specific.
Of the 20 or so people in the class, how many do you think will respond? Will it just be the 5%?
I figure I’ll get 3 responses at the most, and 1 of them will be a great question. I hope I’m wrong and find a big pile of faxes waiting for me, but all prior experience says the numbers will be in that neighborhood.
I had another reason for sending out the intro material, testimonials and 17 questions document, and it WASN’T because I’m trying to get their business. One of these owners could be considered a competitor. I’m sure it’ll make him wonder why I did this. Doesn’t matter. The real reason is that I’m setting them up in a little marketing experiment as part of the teaching exercise. Should be interesting as the light comes on.