Why Everyday is More Important than Saturday

Nov 13, 2014 | Small Business Success

EverydayThere’s a great Buddy Holly song called Everyday that was recorded in Norman Petty’s studio in Clovis, New Mexico.

There’s a reason I’m telling you about this song.  First, it’s a killer song.  Second, I have a story that goes with it.  Third, I want something to stick in your brain.  But first, the story:

A few years ago, the Clovis Main Street Program brought me in to speak to their business owners.  Kenneth Broad, an associate of Norman Petty’s, took me over during lunch and gave me a private tour of the Norman Petty Studio where so many great recordings were made.

The studio is not open on a daily basis to the general public. You have to request a private tour.  When you do go inside, the studio’s been kept in the same condition as it was in 1957 when Buddy and his band recorded there.  It’s like stepping back in time, as you can see from my photos here.


The song Everyday was recorded with Buddy playing in the main studio, while drummer Jerry Allison sat outside in the hallway, slapping his hands on his lap, keeping the beat.  You can listen to the song by clicking here, and as you listen, you can clearly hear Jerry slapping his hands on his jeans.  There is also an instrument that sounds like bells being chimed and that’s called a celeste.  Norman Petty’s wife, Vi, played the celeste and it can be seen in the photo on the right, on the right (it looks like a small piano).  And yes, they let me hold one of the band’s guitars.


So why am I bringing up this song Everyday?

Here’s why:  There’s a small business promotion, sponsored by American Express, called Small Business Saturday that’s coming up soon, and it is a great promotion. True marketing brilliance actually, for a $5.7 billion company to launch their own initiative that aligns themselves with small businesses.  When you go to the Small Business Saturday website, American Express asks: “On November 29, will you be there for them?”

I definitely will be out supporting small businesses on November 29.  But my question is:

“Why aren’t we there for small businesses everyday?

Now, I’m not talking about giving small businesses something they don’t deserve.  I’m not talking charity here. I’m not talking about a cash mob that goes in and gives money to a business to surprise them. And I don’t think it’s good to try to make consumers feel guilty so they’ll support small businesses, nor do I think it’s a good idea to try to get consumers to feel obligated to support a small business when it doesn’t do a good job.

Quite frankly, the independent business owners I know who are worth a damn understand they have to earn a customer’s support everyday. They know they have to give good value, good selection and above average service everyday if they’re going to be rewarded with their customers’ loyalty. And if you ask them, the majority of them don’t want your pity, or your charity, or for you to feel sorry for them.

What they want is a shot at your business. And most independent business owners I know, if given the chance to do business with a consumer, will beat a larger competitor 99% of the time because they can outperform them in a myriad of ways.

I don’t think any business owner I know expects consumer to shop them everyday, but they would like you to consider them first everyday before you decide to make a purchase.  Give them a shot before you buy online. Give them a shot before you walk into Wal-Mart and buy something already assuming that Wal-Mart is going to have the lowest price.   (Let me tell you a secret:  Wal-Mart doesn’t always have the best price but they always have the best marketing team!)

Yes, the Small Business Saturday promotion is coming up and I’ll consciously think on that day to spend some of my holiday cash in a small business, but then, the next day and everyday after that, before you walk into a superstore and hand over your money like a zombie to the cash register person who is ringing you up like a zombie, and before you just jump online and order something to ship to your house, consider the small businesses in your town. They are the lifeblood of your community, with the revenue that comes into their cash registers flowing directly into your community at a much greater percentage than superstores and online vendors.

Yes, shop small businesses on November 29, but then, if you really want to be there for small businesses, consider small businesses first everyday.

FreeAttention:  Free Webinar for Every Business Owner

Everyone knows that the holiday season is critical for the profitability of a small business, but if you’re a business owner, are you doing everything you can do maximize your sales?  I think I have something for you that might help. I’ve posted a free webinar:  4th Quarter Marketing Strategies to Implement Now.  In 28 minutes, you will learn 18 different tools, techniques, and tips that are critical if you want to grow your customer traffic and sales during this holiday season. And if you find it valuable, share it with your friends #Grow4thQuarter.

Click here if you want to watch this free webinar, or go to my website at www.JonSchallert.com and click on the FREE tab to view it.

Super SaturdayComing to Paonia, Colorado this Saturday!

If you would like to learn how to make your rural business and small town a Destination, think about coming to my all-day workshop in Paonia, Colorado on Saturday, November 15.

That’s it for this week !  Thanks everyone!  Send me your comments and thoughts at [email protected], and feel free to share this on through Facebook, Twitter and LinkedIn if you find it valuable.


Jon Schallert



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