In this day and age of endlessly touted “overnight successes” and 7-year-old “YouTube stars” becoming multi-multi-millionaires, it’s hard not to look at your own business and wonder… “Where’s my BIG BREAK!?”

Where’s that watershed moment when toiling away in obscurity turns into fawning recognition and a fat river of cash flooding into your bank account?

And these musings often lead to the question… Is my business forever fated to underperform?

It’s a question I hear from clients and prospects all the time. And it’s understandable, if not misguided.

It also brings to mind the story of Oasis…

Remember the so-called “Brit Pop” band that made it big in the ’90s? They had a string of multi-platinum albums and huge, singalong hit singles, like Live Forever and Wonderwall.

Co-founding brothers Noel and Liam Gallaghers, as famous for their brotherly acrimony as the music they made, led Oasis for nearly 20 years. In the process selling millions of albums and selling out arenas around the globe.

These unlikely stars trace their roots to working-class beginnings in the downtrodden northern UK town of Manchester. Here, the Gallaghers grew up fatherless, surviving mostly on welfare.

So, how did they make the jump from a fledgling nobody pub band (which is British for “bar band”) to international superstars?

From Local Nobodies To Worldwide Superstars

According to Rock Historians and Oasis lore, it all dates back to one fateful night…

At the last minute, the band was invited to play a gig in Glasgow, Scotland. They were to be to the opening act on a four-band show at King Tut’s Wah-Wah Hut.

Now, this certainly doesn’t sound like the moniker of an institution where fortunes are made. But the band was hungry to play, especially outside their hometown.

So, they packed their gear into a transit van and made the 200+ mile trek from Manchester to Glasgow.

Upon arriving, however, they refused entrance at the venue, faced by a manager who flatly stated… “Nah, we already got three bands booked tonight. There’s no time for ya.”

But after highly impassioned pleas by the other acts, the manager acquiesced and granted Oasis a 15-minute, three-song set. And boy did they capitalize. The band burned the joint down with a BLISTERING performance featuring three of their best tunes.

Now, it just so happens that Alan McGee, founder and owner of Creation Records, then one of the UK’s hottest record labels, was in the house that night.

And immediately following the band’s set, McGee cornered Noel Gallagher and offered Oasis a 5-album contract with Creation Records on the spot. They signed the deal. And the rest is, as they say, history.

So this one moment took Oasis from a fledgling band that had barely played outside their home base to would-be rockstars signed to a powerhouse record label in the blink of an eye.

Was it fate? Does such a thing really exist?

You could ask the same question about marketing… Alan McGee is like your ideal client. So, when is your King Tut’s Wah-Wah Hut moment?

The answer is similar to the concept of making your own luck (which I’ve blathered on and on about quite a bit in the past).

How so?

Let’s look at Oasis again.

The band was gigging all over Manchester and the surrounding communities. And Alan McGee was constantly taking in club gigs, on the prowl for the “next big thing.”

Plus, Oasis was starting to build a reputation as an “exciting live act.” It’s even possible the band was already on McGee’s radar.

Also, though not public knowledge at the time, Noel Gallagher had already inked a song publishing deal with Sony. And Sony would eventually become the band’s distributing record label outside the UK.

In other words, momentum was already building. And King Tut’s may not have been an “all or nothing” moment. But rather, the band hopping on a wave they might have caught anywhere around this point in time.

So, what does this mean for your business?

Two things.

First, even if you’ve…

• Expertly honed your messaging
• Carefully narrowed your niche
• And streamlined your tactics, so you’re speaking directly to your ideal clients

That doesn’t mean you’re consistently reaching your ideal clients at the IDEAL TIME for them to receive your message.

And secondly, given that it’s impossible to judge the exact right time to deliver your message, consistently repeating that message is mission-critical.

In other words, there is no breakthrough “King Tut’s Wah-Wah Hut” moment for your business. Instead, there are many potential breakthrough moments.

Assuming, of course, you’re consistently repeating your message.

And this brings us to why persistent marketing is sooooooooooo important. Practically speaking, this persistence includes…

== > Monitoring your website’s SEO (search engine optimization) to ensure your site is visible when prospects are looking for you.

== > Regularly posting fresh content to your site, so search engines are always looking for new updates.

== > Building your email list and regularly communicating with those contacts, so your business is ALWAYS top of mind.

== > Establishing and maintaining a social media presence so you’re visible and active when and where prospects are likely to find you.

And in following this outline, when “fate” intervenes — in the form of your prospects needing your services at a particular moment in time — they’ll always be able to find you.

Need Help Marketing Your Business?

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Whatever your needs, I can help! Let’s chat: 310.466.7893 | ryan@ryananys.com