Brian J. Pombo Live

happy holidays everyone.

https://www.youtube.com/watch?v=g5a_fWV8uHQ

Transcription

Slow business during the holidays.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Business tends to slow down during the holidays, not always depending on what type of business you're in but oftentimes a whole lot of people see a slump that happens during the holiday season.

We've been discussing this quite a bit this last month because it can start as early as Halloween for some industries.

How do you go about fixing that?

Well, we mentioned using the holidays as an excuse to get in touch with people, okay, either via marketing or directly, I don't care if you gotta get on the phone and call them. But depending on the type of business you have you it gives you an excuse to get in touch with them.

Not necessarily pitch them something right off the bat. Now maybe you have a pitch along with it on offer, offer something to them. But maybe your business doesn't quite fit that, or you can't find a way to do that.

Just connecting with them and reminding them that you exist, makes a really big difference.

What's the other thing, the other thing you could be doing right now that most people don't set time aside throughout the year is you can be planning, you could be planning your strategy, planning your attack for the next year.

This is a really good time to do it. If you have the time available if you know that you have a slump, so to speak for the holidays, take advantage of it, plan what you're going to do, as soon as things pick up again.

You should know from previous years or if this is your first year in business or first year in this industry, then you know, plan on you know, depending on when it stopped, I would think that sometime after the first of the year, you should be ready to go again.

If you don't want to start planning then plan now, plan in the in-between times in between your holiday parties and everything.

Do everything you can to plan where you're going next. And make time for planning schedule, set up a new schedule for next year, a new personal schedule so that you have a specific time for thinking and planning out the next step in your business. Plan, do check to adjust.

We've talked about that previously and that is a major, major thing that you need to have scheduled in your book on your phone. However, you do a schedule, you've got to make sure that that is available and that you are paying enough attention to it.

Make sure that you're working with partners, your employees, your vendors, your mentors, anybody that you go to for advice, and if you don't have someone you need someone find some people that you can bounce ideas off of it doesn't mean you have to take it still means you're the boss, it still means you're responsible.

But you got to have some people you bounce ideas off of otherwise your business is going stale, I guarantee it.

Even if you're pulling out a lot of money, it's going to go stale and it could be doing a whole lot better than it is just by having someone that has some background in your business, not in your specific business and not even necessarily in your industry. But someone with business mindedness that you can bounce ideas off of and hopefully a handful of people like that, that you can talk to on a regular basis a mastermind you plug into anything of that sort you're always welcome to talk with me.

Value of sentimental moments during the holidays.

https://www.youtube.com/watch?v=zuz615kdBew

Transcription

Sentimentality is evergreen.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Let's talk about sentimentality or some may call it nostalgia. And if you think about it, there's, there's always old ways of doing the same thing. And so I'll give you a great example. It's right now, this is 2021.

While I'm recording this, we're in the holiday season. And it's very, very rare to get Christmas cards anymore.

With the advent of social media, and really having Facebook have and between Facebook and Instagram, having such a huge reach into most people's lives, the idea of the Christmas card has lost a lot of its flavor, you see that for a lot of us the only time we'd see certain members of our family was in the Christmas card that we got every year.

And so you'd say oh my gosh, look how big they are. Oh boy, look how gray that person is, look how much weight they've gained, you know. And, and that's, that was kind of the Christmas card concept. That was what we got piles of them when I was growing up in the last 1015 years.

It's dwindled back a bunch and the few Christmas cards that we get, we treasure, we look at it. The last one, we show the whole family.

The really good ones make it onto our fridge and we'll sit there all year long. Okay, this is an interesting thing, because it's completely gone away the ability to do it hasn't gone away.

The desire for it probably isn't as strong as it once was, otherwise more people would do it.

It has nothing to do with marketing or business like we talked about here, normally, but I'm going to tie it back in. So if you went and tried doing that, back then, if you went and put out a Christmas card, and you made it look just like a family Christmas card with your family, you know, I don't care if you have a local based business or if you have an international based business. But if you have the ability to see if you have people's addresses, and you have the ability to send them something, there's nothing better than a Christmas card, because everyone's going to be looking at and going, Okay, who is this?

Why are we getting this from these people, you know, and you could have a little message on the back and maybe even a coupon or something. But being able to send something like that out, would have gotten attention, whether it was 30 years ago, or whether it's today.

Today, it matters more.

Today, if you went and did the exact same thing. And I don't care if you're running a barbershop. Or if you're running a restaurant, or if you're running like I said, an international e-commerce based business, or what have you.

If you've got a business that has the ability to gain addresses, you need to start building up personality in your business, you need to have somebody or a group of somebodies that people can start relating with, I talk about all in my book, 9 Ways to Amazon-Proof Your Business.

I've got a whole chapter on being somebody and then filtering that out through your marketing and how important that is how that makes you stand out. Most companies can't do it, they won't do it.

Well, they can do it, any company can do it but most won't.

They won't spend the time to do this type of thing. But look at how powerful it could be in something as simple as a Christmas card is one of the most inexpensive things you could possibly send in the mail.

Thoughts on customer experience from a recent interview Brian saw between Russell Brunson and Dan Kennedy.

https://www.youtube.com/watch?v=AI2tkJrjpck

Transcription

Brunson, Kennedy and customer experience.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Yesterday we were talking about the VIP treatment, and how Disneyland has been able to do that for years with their club 33. Very exclusive thing.

And I'm going to draw on where Walt may have gotten one of those ideas from in a future episode. But let's continue the concept of VIP treatment, and how to really be able to offer as much as possible to the small group of people involved in your customer base that are willing to pay large amounts of money. Okay.

So, this, this harkens back to in fact, it's a principle that Dan Kennedy teaches, which is ironic that Dan Kennedy was recently his while his intellectual property was all under the auspices of a company called magnetic marketing and magnet magnetic marketing was just purchased by Russell Bronson's company Click Funnels.

And so Bronson and Kennedy are working together. And directly which is funny because Bronson learned a whole lot of what he got from Kennedy initially.

It's a very good match, I would say, and what you're starting to see some really cool stuff that Bronson is starting to put out, starting to take a lot of this material that's been out there for a long time and make it a lot more accessible.

So there's already been a gold membership for $97 A month and a, and a diamond membership for, you know, $297 a month. And they, these are amounts of stuff that you get in the mail or access to online.

That that gave you a certain amount, then you're getting, you're getting all this material in on a monthly basis to help you with marketing for your business. This is the basic idea of magnetic marketing.

Instead of going through the details, you're welcome to go and look into it. It's a great deal. They got a great organization over there.

What's really interesting is that they introduced a third level, which has not, there hasn't been anything like this for quite a while and magnetic marking previous to that GKIC and so forth.

That organization has not offered this third level. And they just came out with what they call the Insider Circle. And you can find out more the insidercircle.com. I don't get paid or anything from Russell or Dan or anybody.

So I'm just showing you kind of an example of somebody offering a higher tier. So you go from $97 a month to $297 a month and the people who really want like, everything that's currently available, or for the most part that's for sale by Dan Kennedy, you can get that boy that looks horrible with my shirt hanging down like this.

You can get that the includes what they call the whole enchilada, which is most of everything that's out there for sale by Dan Kennedy search engine that you can find this stuff though.

You've got people that can actually support team that will actually help you to implement these ideas and new tools to be able to do that that they've never had before.

They're charging $1,000 A month or $10,000 a year for this whole big thing called the insider circle. It just shows you what's possible.

What if, what if you can offer everything What if you can offer the moon? And what would be a reasonable price for it? It's something that you ought to think about for your own business.

Benefit to giving your customers special treatment.

https://www.youtube.com/watch?v=q-qdz83cHY8

Transcription

Give your customers VIP treatment.

Hi I'm Brian Pombo, Welcome back to Brian J. Pombo Live.

I'm a Business investor, and we like to discuss different concepts of business. Being able to help get more customers keep more customers making them as happy as possible.

I wanted to talk a little bit about how Disney Land is able has been able to do this and how all the Disney Parks now are. If they don't currently, I believe just about all of them have their own versions of club 33.

Now, do you know what club 33 is, if you walk through New Orleans Square in Disneyland, you will use it's not very clear that it's there.

But there is a kind of a secret doorway that gets you into club 33 and what club 33 was, was a special place designed by Walt Disney originally, where he could take VIPs.

And what it ended up becoming overtime was a VIP club that a person can actually belong to more often it's companies that will pay a large sum to be able to on an annual basis to be able to get into there and then they reserve, they get reservations for meals there.

It's a restaurant, high-end restaurant, within the confines of Disneyland.

So already people pay a lot to get into Disneyland, right?

They pay a lot for the food and everything else there. And then this is a step above that it's a VIP experience.

Beyond that, not for everybody I have yet to get into club 33 If you have an if you know of a way of being able to, to eat into club 33, please let me know I love to do it. It's been one of those dream scenarios because it it was a whole there's a whole lot of history too, and a lot of interest on my part of being a Disneyland fanatic.

So since then, it's been, it's been popular enough within the right circles, that they've added it to their other parks. The whole, the whole concept is to just have something that's a bit higher up.

It actually gives celebrities and other people a chance to hide from the public for a while while they're in the parks.

During the hours when the rest of the public is there. And then oftentimes they'll have after hours, that they allow celebrities to walk around the parks with their family. So it's a it's kind of a wild, it's a weird thing to wrap your mind around if you're not in that zone.

But if you've worked with anybody of, shall we say a higher status, you'll realize that there's there's opportunities like this in all different places.

The question I have for you is, in your business, are you offering VIP opportunity?

Are you offering things that a very, very, very small percentage of your clientele or customer base are going to take part in but do you at least have it available?

Do you have that next rung on the ladder that most people couldn't even fathom being able to afford?

But is there for the people that can say here's the real value of this isn't just to just make that certain person that certain family happier, it's not just about that. It's about giving something for everybody else to aspire to.

It's also about having been able to pull in large amounts of money in a very short period of time. And being able to use that to make the entire experience better for everybody. Kind of a tax the rich kind of thing. But it's voluntary, right?

Is there really a benefit to working with jerks?

Brian shares his thoughts on positive to take away from working with people you don't like.

https://www.youtube.com/watch?v=muLw85YYsg4

Transcription

The main benefit to working with jerks.

I am Brian Pombo, welcome back to Brian J. Pombo Live.

Working with jerks.

Even the word jerk is kind of a funny thing, because in a very short period of time, relatively short period of time, the word jerk used to mean someone that was stupid.

It was used more often than that way kind of, in relationship with a moron, or it'd be the same type of synonym.

Nowadays, it means more of a person that's just kind of crude, and mean, mean oftentimes a jerk as a person, that's mean, you know, at least in American English, that's how I hear it used most often.

So that's how I'm using it here today I'm talking about the situation when you're working with a jerk. Okay.

And there's one huge advantage to working with a jerk.

That huge advantage is honesty.

Most people aren't honest enough to come out and say, when they don't like something, when they're not happy about something, when, what their true opinion is of something because they're afraid of getting fired, they're afraid of getting of a bad situation occurring, they're afraid of hurting people's feelings, all this other stuff.

So a huge advantage of being around jerks is that you get that direct, honest feedback as quickly as possible.

So how do you survive working with a jerk is being as direct as you can back to them without tossing offense on it?

I think most of the time, it really isn't the fact that someone's being honest, it's the fact that they do it in a crude manner, they oftentimes will have like, a little, a little extra zing in there a little emotional thing in with whatever offense that they're, they're giving or that they're trying to get a reaction out of you. That's really the issue with jerks.

But if you can do good at not reacting, and almost ignoring that piece of it, and just taking the good leaving the bad, the old salad bar effect of just leaving the rest there, I think you'll be happy with the results. And you should surround yourself with at least a few of these people. It tends to be the opposite.

If you're a business owner, or you're an executive, if you're one of the people in charge, oftentimes we surround ourselves with nice people, we surround ourselves with friendly people.

With the proverbial yes men, you know, the people that say yes to everything that you come up with. And don't argue and don't give you at least a contrary point of view, whether they agree with it or not a devil's advocate, so to speak.

This is really interesting that I thought about this, I've talked about this before this book, winning through intimidation, one of the best business books you can read in terms of understanding psychology, especially with one on one relationships in business. And even if you're, especially if you're a solopreneur.

If you're doing things, a lot of things on your own, but you still need to be able to work with other people. You know, what is the secret of that?

And he talks about this in his first chapter, he talks about the different types of people, I thought it was the first chapter, let me see here, I just had my finger on it. And now it's gone.

Where did I put it,

Thoughts on not leaving customer acquisition to random chance.

https://www.youtube.com/watch?v=94BXILnU4sw

Transcription

You don't deserve customers.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

I want to talk about this message here that I got from my friend Joe, Joe had just recently read my book, 9 Ways to Amazon-Proof Your Business, you also can read it.

Now you can go out and purchase a hardback copy, I'd appreciate if you go to amazon.com or anywhere to get that or you can download a free copy, I'd appreciate that too.

I'd love to hear what you think, go get a free downloadable copy of, 9 Ways to Amazon-Proof Your Business at AmazonProofBook.com.

Now let's talk about what Joe was saying.

So Joe had his original message said something about, you know, the fact that he enjoyed the book and everything. And we kind of went back and fourth, we're joking a little bit about the writing process, I guess you could say.

Then we got into a scenario where he was he said seriously, this is this was good stuff. And he said that.

What I want to talk about is what he mentioned here, he said, these are the steps that some people need to take in their businesses, it seems to me that some businesses fail, because the owners, employees, salesman, etc, either lack confidence in themselves, or they're lazy, and just expect the client to magically appear and come to them without any type of working towards them. That's a really interesting point.

I think it's very common, it's common among, you know, business owners, and it's common around any executives that run a business is oftentimes we get into the feeling of well, we should just automatically get customers, clients, patients, what have you, they should just come to us, it just should be automatic.

It's that whole, and I'm sure you've heard it a million times from Field of Dreams, build it, and they will come. And there's more to it than that and it's a constant.

I wouldn't want I want to say battle, it's it should be a constant engagement, though, you should be constantly engaging people to bring them your way to attract them your way to having them come your way without having to beg, borrow, steal, but honestly, leave a path to have a pathway that's easy for them to come towards you.

Not necessarily too easy, but at the same and easy in the sense that, that there's it's clear what it takes to be able to work with you to get your services or your products. Having that is very, very important.

Often we get into this mindset that I deserve it, that I've already had this over here, I'm already offering this great service, this great product, they, you know, word of mouth should just automatically bring everyone to me. In some cases, you'll get a lot of that.

One of the worst situations that's something that I dealt with early on in my business was that I had a lot of people come to me via referral early on. And when you have that, you get into a place of feeling at ease.

That's like, Oh, no problem, I'll just keep duplicating. I'll keep making people happy and then they'll refer people who they know over to me.

It just doesn't usually work that way unless you're fully implementing it and you have a system to be able to develop that over and over and over again.

That shouldn't be the only way that you get people. You can't expect something that came easy to always be easy. I have, I had another one specific client,

Art of using controversy to get attention in your business.

https://www.youtube.com/watch?v=j-uVnjYrBpE

Transcription

Christmas controversy for your business.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Let's talk a little bit about Christmas and Christmas controversies. And not just Christmas and any holiday that you're celebrating right now we're really honest, I mean, this could be any time of the year that we're talking about.

But since I'm recording this in December of 2021 it applies to right now, so that there's a huge benefit when it comes to business and controversy.

And this goes way back, and you can, it doesn't take a whole lot to be able to see it. But you can see that people who are controversial and businesses that put out controversial stuff, get attention.

And you could see it in politics, when they when anybody involved in a business takes a political stand, or the business itself takes a political stand. You say, Well, they're turning off a huge portion of their audience.

Yeah, but they're also turning on the portion that they're representing, you know, doesn't matter which direction they go, and you may not be happy with the direction that they're going. But someone else is very happy, and they're going to give more business to them.

These are oftentimes very thought-out processes for the business itself. I hope this doesn't distract you. This is just fun to get attention but controversy is very useful in business because it while it drives while at the same rate that it drives people away, oftentimes it will have a great even greater rate of driving people towards you have magnetizing a certain crowd toward you.

Something like Christmas, you can use to your benefit, because it's a way to step into controversy without taking a political stand. And without taking something that is taken too seriously by most people.

For example, I'll give you a perfect example, Christmas trees. Everyone's got an issue with Christmas trees one way or the other. And I am kind of a pariah in my family and most of my family. Because I have and have had for a number of years. A fake Christmas tree.

That's right, I have a fake Christmas tree that we use that I put together every year that I don't know we bought at Costco or something or Walmart. And I got to put the whole thing together every year.

But I'll tell you what I spent years of my childhood over and over and over again, dealing with real trees that I'm I'm over the real tree thing. And I've got I can list out why and why I'll go with a fake tree every time and how I wasn't raised that way and how I still appreciate real trees, it's just I don't want to take care of them, I don't want to have to go through the trouble.

I don't want to have to cut it down, I don't want to have to go pick it up off a lot.

I don't want to have to pay for it every year, I don't want to have to move it and figure out how to get it there. I don't like dealing with all the extra needles and down you get plastic needles fallen off of a plastic tray.

But that's another story. I don't want to have to deal with that all that stuff over and over and over again, watering the darn thing all that I'm over it.

It's a symbol of something and some people acknowledge the symbolism or they don't acknowledge the symbolism. And so it's, it's really a thing that we do just because it's a thing that we do.

So that's why I go with the fig tree.

Brian talks about an attention grabbing ad he saw for Nehi Soda.

https://www.youtube.com/watch?v=iaWhr3WYoH8

Transcription

A Christmas ad challenge.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Let's talk about Christmas advertising, shall we?

And I'm not just Christmas, but anything this time of year, any type of holiday-based thing.

Obviously, Christmas is the big behemoth that you it's tough to ignore, depending on your audience, depending on what it is that you're selling. But in general, Christmas tends to be the main one. So I'm going by that.

One thing when it comes to advertising, is you want to have something outrageous and crazy. So much of what we have, in terms of tradition, is some commercialized-based thing.

I mean, Rudolph the red-nosed reindeer was a commercial for originally the original poem and the song and everything. This was a commercial for Montgomery Ward. Okay. So many of the songs we sang, were commissioned by companies to, to get advertising for themselves, that the labor lamp I have, not only was it for a movie, okay?

It's a prop in a movie, the prop was based on a commercial for Nehi.

The Nehi logo for Nehi soda.

Thing after thing after thing you can see out there all the Christmas memes out there on the internet.

A whole lot of them originate from companies trying to get attention. And that's not necessarily a bad thing. It's already there.

You can't de commercialized Christmas, really, and still have it be the Christmas that most of us understand and know right now, I mean, you could, but it would be a different thing.

It would not be what we currently what most Americans, I would say consider Christmas if you removed all of those pieces. So you can completely ignore Christmas, you can.

But you got to realize that most people, the holidays are on their mind.

And if you're going to enter the conversation in your customer's mind, which is the quickest way to be able to get to know them, to get your message out to them.

Then you have to acknowledge when holidays exist, regardless of what time of year it is, there's always some type of holiday present.

If there isn't, you can point to other holidays that most people don't know exist and get the attention that way. But we've discussed that previously, many times before the challenge of the Christmas ad is to do something that's remarkable.

That's worth remarking over, that's worth talking about that people will pass on to other people. If you can do that, if you can have any form of advertisement that acknowledges what's going on, and is something that people are going to pay attention to.

Now you got something if you have something that can be gifted, now you got something, you just have to think about what is this person thinking about?

What is your ideal customer thinking about right now?

Chances are, it's not your product or service. So how do you take what they're thinking about and reroute it back to your product or service in order to make their season brighter and make yours brighter by selling your product or service?

Hopefully, that's helpful to you. I've got a book, 9 Ways to Amazon-Proof Your Business.

It's all about strategies on how you can really make that relationship with the customer stronger to the point to where you no longer have com...

Brian talks about creative ideas from a book called, Stick It.

https://www.youtube.com/watch?v=WoaQr52Gv3c

Transcription

Another book idea for your business.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Today I wanted to talk about this book, but not in the form of a book review or anything of that sort. So this one came out in 2012. It's called, Stick It, 99 Do It Yourself duct tape projects.

Okay, 99 different side projects that you could use for duct tape, things that duct tape was never meant to be used for and I'm going to tie this into your business. Okay.

How I'm going to be able to do that is basically taking strategies that are someone else's used even though I don't think she she she wrote this book.

So written by a TL bona do I don't think she wrote this book to sell duct tape. But you might as well have if you were a duct tape if you were a person that produces manufacturer sells duct tape, would you not want to sell this book?

Also, would you not want this book out there?

It's giving people 99 Other things to do with duct tape, other than 1000, wet things that we already knew know what to do with duct tape because it'll stick to anything yet. We all know duct tape.

The interesting thing is, is that anybody can use this method. So all these are, this is not I like like I said, it's not a book review.

But you can see that it's just page after page of projects, most of them. I mean, just from my parents look completely useless. I have no idea why you would want to do most of this stuff. It's more projects for kids and people that are just bored. It's, it did fall, I actually went and got this book, I think it was because it was on sale. It was on sale at like Dollar Store or Walmart or something.

And I said, Oh, my kids love that. So I got it.

Then closer look, I mean, they have an entire chapter on making necklaces out of duct tape.

They have an entire chapter on wallets, and bags, and purses.

That's an entire chapter that does not have multiple ways of making bags and purses out of duct tape. So this stuff, you might be interested, you go get a copy of this book, but it's one of those things where anybody could have written this book, right?

If you've been on Pinterest, if you've used Google at any time, you can go out and find these lists of different ways of using something like duct tape.

You can go out and find all the lists on duct tape projects.

You go on and on and on, for probably years, just researching duct tape projects.

This is how immense the Internet has become.

And none of them are, I highly doubt any of them are copywritten or anything, you could take these ideas, make them your own and write a book.

But that's only if you're looking to sell duct tape. If you're selling dog food, if someone does not have a book out there of other uses for dog food, I'm just making that up out of thin air dog foods, the one I always like to use for just random reasons.

But there's got to be something, there's got to be a way there's got to be I'm sure people use dog food for other things. So put out a book on it.

That it's just a way to get attention to draw attention, maybe even get yourself into certain forms of media that you wouldn't normally get free media PR and so forth. This is the interesting thing about books,

What the heck is going on with a company firing 900 people over a zoom call?

Brian's thoughts on communication or the lack thereof.

https://www.youtube.com/watch?v=0dOPQULS8nI

Transcription

Mass zoom firing, the real problem.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

How would you like to be this poor son of a gun, this CEO of better.com.

And he fired 900 people in a very unusual way. He got them all on zoom at the same time, and just did it in one fell swoop.

Now, anybody who's a business owner or executive, I mean, I know everybody felt sorry for the people that got fired.

Honestly, I've always lost my largest clients or got fired from positions. I don't think I ever got let go from anything, that wasn't right before Christmas.

I mean, it always happens that way.

It's always right before or right near the holidays, and it just seems to be a common time. I don't really know why that is but that doesn't surprise me.

The fact that they lost their job. That doesn't surprise me most of the interviews, I saw people who had been through these types of things before, it was just a very awkward, strange way of doing it.

Okay, getting them all together. It's kind of like get them all together in one room, even though it's virtual, and doing all at once.

I mean, why not?

Why not just send them an email?

Why does it have to be live like that?

And the way he did it, I'll tell you what the real problem here is the way that he did it, the way he went about doing it. It's a real problem.

If you're going to do it that way, you don't try and show it from the company perspective, which is what he did.

What he did is he went on to explain how the company was being acquired and all this other stuff. And how this is, you know, a net, he said, unfortunate, but you know it's not that we have to do he did it in a very nonemotional.

I heard someone use the term dispassionate, which I mean, it's how it should be to an extent. But it's not the way that you should deliver it, you shouldn't deliver it on something that's being recorded.

Something that it is to that many people all at once, if you're going to then it needs to be choreographed a little better.

You got to think about who your audience is, who are you actually talking to, what are you actually saying to them?

Maybe contemplate, you know, maybe Is there any way we could have done this either earlier, or in a slower progression or something is there any other way to be able to let these people go rather than clean-cut, showing, showing little compassion whatsoever? It that's, that's difficult. That's a difficult play.

In business, you know, if you're an executive, if you're a business owner, you understand this concept. And you know that these difficult things have to happen from time to time, but there's a way to do it. There's a way not to do it.

What this gentleman did was the way not to do it.

This is why it became this widespread thing, really, because the amount of people that fly all at once, and it was recorded, if it hadn't been recorded, it would have had a little less staying to the media, except everyone could go and watch him do it over and over again, and mock him for it.

Of course,