Bill Myers

How to become the go-to person that customers seek out . . .

His name was Junior. And to many people living in Hot Springs, Arkansas during the 70's and 80's, Junior was a legend.

It wasn't his intention to become a legend, it just turned out that way.

See, Junior was a back yard mechanic, the kind of guy that loved to work on cars. But not just any cars. Junior's speciality was the Volkswagen Beetle.

You could take Junior a VW bug in any condition, and he could breathe life back into it.

He could make your VW purr. Or if you preferred, he could turn it into a Porsche-like street racer.

Whatever you wanted, Junior could do it.

But Junior only worked on VW bugs. Nothing else. It was his specialty.

Even after Junior moved into a real repair shop and adjusted his prices upward to reflect the reality of running a real business, he still had more business than he could handle.

Seems that his customers appreciated a mechanic who specialized in just their make of car. It gave them comfort to know that Junior was the 'go to guy' if you had a VW bug.

That's why Junior never had to spend a dime on advertising - because his customers spread the word to other 'bug' owners in the area.

By choosing to be a specialist, Junior became a legend (at least among his customers) - and a person who enjoyed a prosperous business until he retired.

We can all learn something from this . . .

Whether you are a mechanic, a heart surgeon, a video producer, or a copywriter, specializing in something you love can make you a legend. Like Junior.