February 2020 • Issue 185
The Monthly DJ Newspaper
Some February Resolutions By Mike Walter
I’m not a big fan of New Year’s Resolutions, but I am a fan of continually challenging myself and pushing myself to work harder and smarter and be the best me I can be. With that in mind, I often let the dust settle on a New Year, and THEN decide what my long term goals are for the next eleven months. I’ll share some with you in this month’s article, and I encourage you to not only do the same but feel free to share them with
me as well. Stay healthy: If you want to perform at your best, you have to be in the best physical shape you can be in. I’ll start with your back. Take care of it. Lift your equipment properly (legs and arms!) and do some simple stretches every morning to loosen up. Better yet, try a yoga class. Get enough sleep even when you don’t get home till 2 or 3 am from an event. And avoid the siren call of fast food on the way home from events. If you find you’re starving after an event, pack an
The DJNTV Insider Edition apple or power bar for the ride home. It is SO MUCH better than whatever the drive-thru has to offer. And stay active. Whether it’s hitting the gym a few times a week or going for long walks or bike rides, an activity not only burns calories, but it keeps us in better shape to perform. My goal is to run 900 miles this year (75 per month / 17.5 per week). Bottom line: Don’t neglect your body. Generate referrals: You should look at your events as an opportunity to generate referrals. I’m not saying that you should “showcase” yourself at someone else’s event, but let’s face it, the great reality about this industry is that when we Mike Walter Continued On Page 3
In This Issue:
Page 1: Mike Walter Page 2: Mitch Taylor Page 4: Rachel Lynch Page 5: Rob Ferre Page 6: Ron Ruth Page 8: Thomas Heath Page 9: Alan Berg
Page 10: Brian Kelm Page 11: Harvey Mackay Page 13: Michael Lenstra Page 14: John C. Maxwell Page 15: Keith KoKoruz Page 16-17: Top 50 Charts Page 19: Different Spin
Disc Jockey News • February 2020 • Page 2
Real Dilemma Of Getting Info From Clients By Mitch Taylor
Many DJs I’ve talked to over the years have a real dilemma when it comes to getting info from clients. Here’s typically how it goes. You get an inquiry from a client. They want a price. You want a meeting…and in a lot of cases you want a booking; This isn’t really conducive to beginning a relationship. It’s kind of adversarial to start because they want something and you want something different. Too often, I find DJs will puke their pricing and what they offer in this really long diatribe of an email, and then they never hear from the client again. This is a loselose for the client. They still DON’T really know what it is that you do as they get confused, and your email is a TL:DR to them (too long: didn’t read), and they
move on to the next person who’s able to create a genuine connection with them. How do you create a genuine connection? Start a conversation. Use an emotional igniter (hint: ask how they heard about you?). By getting to something that you share with them (where they may have heard about you from, you’re getting to a common bond earlier. Maybe that’s a dead-end…maybe they just coldly answer “google.” What else for information have they given you in advance just by what they shared in their original contact source? Once you’ve used an emotional igniter and found a common thread, now you need to continue the conversation and get permission to share. Think about how you buy things. Are you going to be upset if someone dances around a price for something you’re interested in buying? I bet you would. It seems simple but treat your client how you want to be treated. Give a starting price and a realistic average for what they want to accomplish with their event with your services or products. Ok, now what? It never ceases to amaze me how often we want to break it down to transactional on one of the most emotional days of a client’s life. Use emotion to your advantage. Never forget that sales are made on emotion and justified on logic. Recently I had a Mother of the Groom, Father of the Bride, Groom and Bride in my office for an upcoming
wedding of 2021. They were originally looking at our base package. By discussing the details of the event and how emotion played into their day, they ended up leaving with a $4000 agreement, in which they’ve already paid in full. You might say, “this can’t be done via text.” It is more difficult, but it can be done. It’s in this part of the process that if you only have this one swing and they’ve refused a meeting, you need to be descriptive with text or even better yet send them to a website page that more accurately describes what you do, shows video proof of it, and has glowing testimonials on video and print from happy couples. Getting back to the real dilemma, it’s YOU. Get out of your own way. Have a conversation with your clients and find out what they want versus what they think they need. Those oftentimes aren’t the same thing. Focus on what they want to get out of your service, not what you want to sell them. In other words, focus on their outcome, not your income. Mitch Taylor is an 18 year veteran of the mobile disc jockey industry, starting out on the cruise ships of Carnival Cruise Lines. He is a member of the American Disc Jockey Association. Mitch owns and operates Taylored Entertainment in the Upper Peninsula of Michigan and can be reached at 906.786.6967 or via email at mitchtaylor@discjockeynews.com.
Disc Jockey News • February 2020 • Page 3 Mike Walter Continued From Page 1 do what we do well, we get noticed. We pack dance floors and deliver dynamic introductions, and (if you’re an “interactive MC”), we lead line dances and other audience participation. If you throw great parties, people will notice. So I am always looking to improve my events. If you’re also looking to improve your performances (and thus generate more referrals), head to my website DJMIkeWalter. com and check out my Keys DVD or A Wedding With Mike Walter. Both videos have been highly praised for being chock full of great ideas that will help you throw better parties and hand out more business cards. And if you’re attending Mobile Beat next month, be sure to participate in one of my MC Institutes. Get more reviews: More and more, it is evident that millennials rely on reviews. They don’t eat out without checking Yelp, and they don’t see a movie without reading Rotten Tomatoes. And it only makes sense that they’re going to want to read reviews about you before they even contact you. Add to that the fact that WeddingWire and The Knot do such a great job with SEO – even if they aren’t searching for reviews, there’s a good chance those sites will come up even before yours when someone is looking for you (don’t believe me? Try it.) Make reviews a priority. I believe we could all be getting positive reviews from a minimum of 50% of our clients. If you put some effort into it, you can probably get that number closer to 75%. Challenge yourself to hit these numbers and watch how many more leads they bring in. Create and solidify relationships with vendors: Every event you do means face time in front of the banquet people and other event professionals in your area who can have such a positive effect on your bookings by spreading some good “word-of-mouth” about you. Be aware of that and massage these relationships. For example, if you see that you’re performing in a banquet hall where you are dying to get on their preferred vendor list, give them a call the week before the event. Let them know you are DJing in their facility, and you want to stop in to go over details for the event. This is so much more effective than just cold calling a facility and asking to speak to a manager. Now you have a client in common and, assuming everything goes smoothly at the event; you’ll have made a positive first impression before asking to be added to their vendor list. I make
it a goal to touch base with at least one banquet hall per week. Either someone who is currently referring us (to thank them for the business) or someone who isn’t (to try to get them to). You should do the same (unless you’re in New Jersey, in which case this is a waste of time, so don’t bother even trying). Follow up: Past clients should be our biggest fans. Assuming they were thrilled with everything you did for them, they’ll be happy to sing your praises to everyone. Your goal needs to be to stay in touch with these people as much as possible (without becoming annoying.) Do you send anniversary cards to your past
wedding clients? Do you have a regular email/newsletter that you send to all past clients? If your answer is Yes, kudos! Keep it up. If not, make this a 2020 goal These are some of my business goals and resolutions for 2020. I think they’ll help my company remain successful and on top of their game. I hope you and yours do the same. Mike Walter is the owner of Elite Entertainment of New Jersey and a nationally recognized expert in the area of multisystem company development and staff training. You can contact Mike at mikewalter@discjockeynews.com.
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Disc Jockey News • February 2020 • Page 4
Do You Need A DJ Gear Diet? By Rachel Lynch
NAMM 2020 means the most prominent manufacturers have cooked up new tech tools that have the industry salivating. Social media has been on fire with “delectable” innovations like the DENON 6000/6000M, Prime GO/Prime 2, Pioneer DJMV10, Chauvet GigBar MOVE, RANE Seventy, and the ElectroVoice EVOLVE 30M. In response to the release of this technological buffet, the internet has been seasoned generously with sneak peeks, reviews, blogs, and attractive advertising. DJs are known to have an insatiable appetite for buying new gear, but maybe it’s time for a “DJ
diet”? 1. Is this purchase focused on the customer? Most agree the only people who REALLY care about gear and specs are other industry professionals. In truth, clients don’t care about the “ingredients” (brands); all they want is the finished product to “taste good” (overall outcome). Before binging on new gear, focus on upgrading elements that genuinely enhance the guest experience. If your current setup is tidy, professional, and producing happy customers, consider holding off for something more meaningful like pizza or investments that uniquely elevate your “wow factor.” 2. Have you REALLY outgrown your current gear? I often encourage DJs to invest in things that make their job safer, faster, or more profitable. To help determine if an upgrade is necessary versus a “nice to have,” evaluate if you’re meeting the client’s expectations and how easy is it for you to accomplish those expectations? If you find yourself frequently turning down work because you cannot accommodate a request or are struggling to execute a task with the gear you currently use, then it may be time to upgrade or invest in something new. Otherwise, it may be a new toy rather than a vital tool. 3. Have you mastered what you cur-
rently use? That shift key on your controller unlocks another layer of features. If you didn’t know that, this paragraph is for you is for you! Mastering DJ hardware and software takes time and practice. With that said, professionals should develop the technical know-how to maximize the full potential of their gear. It is not uncommon for DJs to prematurely upgrade because they didn’t understand what they purchased in the first place or did not take the time to explore all the existing options. Before reaching into your wallet, make sure you intimately understand all available features with your current setup. Get comfortable with the strengths and limitations to determine if this would be an actual upgrade or a lateral move to something similar you’re already using; new doesn’t always mean better or different. 4. Upgrading won’t make you a better DJ. Buying new stuff often feels like the quickest way to improve. While there may be some truth to having extra features and tools to attain a professional edge, it’s not going to ensure your stardom as a music festival headliner. The truth is that new speakers won’t mask poor music choice or the inability to read a crowd. Experience is the best teacher, Rachel Lynch Continued On Page `12
Disc Jockey News • February 2020 • Page 5
Tips For Better Conference Connections By Rob Ferre
There are many ways we can level up our businesses, and there are many ways we can become better performers. Still, I believe the learning curve is extremely shortened when you have the opportunity to attend an industry event or convention. We have plenty of opportunities in the coming months to do that. We have the DJNTV DJ Convention in conjunction with the education from Photo Booth Expo will be an amazing opportunity to hear from the best in the business and then shortly after that Mobile Beat, followed by Midwest DJs Live, ArmDJs, the Marquee Show, DJ Times Expo, and the DJ Collective. There are plenty of opportunities throughout the year to level up your business. But what makes these shows so powerful are the people there. The seminars you will attend can give you actionable content and will open up the possibilities of what is possible. But oftentimes, I hear, “the best education I received at the convention is in the hallways.” This is true for me. The connections I have made throughout the years have been invaluable. I have been able to create new friendships but also gain more insights into the possibilities of my business. Here are three strategies you can implement for future conventions you will be attending. These strategies will help you create new connections, strengthen existing connections, and introduce a different methodology when approaching relationships. Avoiding relationship arrogance is a concept I learned while in a corporate networking group who’s methodology was based on a book called “The City of Influence.” Relationship arrogance is present when we prioritize a relationship based on a forecasted return on investment. I have been guilty of this in the past, and I may have overlooked someone’s value based on my own standards and biases. When I have opened myself up to new relationships not just the ones I am pursuing, I am able to gain friendships and relationships that are mutually beneficial. You don’t know someone or what they can offer until you open up that possibility. I once overlooked
a DJ at a networking event because I was looking to connect with the “high profile” DJs in the room. I was looking for the DJs wearing the suits with successful businesses and that were well known in the industry. As I approached one of these “high profile” DJs at a networking event, he quickly introduced me to a DJ who was not on my radar and who was rather unassuming in his t-shirt and pants. At first, I was thinking, “he has nothing to offer me,” and boy was I wrong. Once we struck up a conversation, I knew he had years of experience on me with a plethora of ideas that he shared with me that I still use to this day in my performances. We are still friends to this day, and we share regular phone calls and often collaborate. Take the time to go beyond what is on the surface and take a chance with someone by avoiding relationship arrogance. Be Interested, not Interesting is a concept I learned from a fellow speaker and mentor of mine, Ty Bennett. Have you ever been in a conversation with someone where the entire conversation was about them? Were they ever reciprocal in their interaction with you? I imagine you have encountered those people before. How did they make you feel? Did you feel like an equal in the conversation? This exact scenario has happened to me; I never felt valued or given a chance to really connect. I always make it a point to ask more questions and get to know people through the questions I ask. I am always genuinely interested in people’s backgrounds and experiences, which gives me a window into who they are. By being interested in the others, most likely, the tables will turn, and they will get to know you. In these conversations, you will find common ground where you can relate. I have always been impressed with my friend Bill Herman and his abilities to connect with me because he wants to be interested in what I am doing. His genuine interest in me and my business paved the way for me to take his workshop. Never in our conversations did I feel sold to, but I felt like he wanted to get to know me. Take the time to be interested in others, and your reward will be a mutually beneficial conversation. Know someone not everyone is a strategy I often employ at events. It can be overwhelming with all the potential new connections and people you could meet at an event. There was a time in my life when I tried to hand out as
many business cards as possible. This is not an effective strategy. I wasn’t memorable at all. I just gave them my card and went on to the next person. I learned to slow down and start having more in-depth and authentic conversations. Once I dug deeper beyond the surface I learned many things about those I was networking with. I often think if I can have more in-depth, more meaningful conversations with two to three people at an event, the impact is tremendous. I was at a recent wedding professional networking event, and I took the time to have more of a deep dive conversation with friends I was acquainted with but didn’t really know. Through those conversations, we set up another time to meet and talked about events we could collaborate on. Find those two or three people you want to connect with at the conference, which brings me to my next strategy. Study your draft list. Often I try and find out who will be attending the conference so in hopes of connecting. I do reach out to people in advance online to introduce myself or set up a time at the actual conference to find time to connect. I have had others do this to me, and I am always grateful that they do. Some of my favorite people and friends have come from those pre-planned meetings to go to lunch or dinner to connect. Having that one on one time planned makes all the difference. Find out if someone you really want to connect with is on the attendee list or is going to the conference. Reach out to them and say, “I’d love to buy you a drink or take you to dinner.” Never say, “I’d love to pick your brain” because it infers a very one-sided conversation for yourself. Instead, say, “I’d love to connect, learn more about what you do, and exchange ideas.” Make it a mutually beneficial meeting, and make sure you reach out in advance. A quick bonus tip that will help you sort through all the connections you may make. When you take someone’s business card, make a written note on the card. I sometimes write about I met that person or ideas for a follow-up conversation on something we may have talked about. I also like to make sure we are connected on Facebook or LinkedIn. If you are already connected, I send them a personal message thanking You can connect with him at RobFerre@discjockeynews.com.
Disc Jockey News • February 2020 • Page 6
Ask The Right Questions And Quit Competing On Price By Ron Ruth
From the DJ Mailbag: Dear Ron, A bride-to-be, reached out to me by text to provide DJ services and sound support for her wedding ceremony and reception. I told her that I have 12-years’ experience and that I try to give my clients what they’re after. I then told her my fee for dinner, and the dance is $1300 and $1800 if I need to arrive early and provide sound and music for the ceremony. I closed by telling her I would work with her budget if she found my fee too high. She responded that she was shocked by my quote because she had received bids that were closer to $800. She then said she’d continue to look for a cheaper option and abruptly ended our conversation. My question: Was I unreasonable with my fee? What could I have done differently to win her business? Signed: Baffled DJ Dear Baffled, Thank you for your question. Let’s start with how you included your 12 years’ experience as the headline for your conversation. I respect that you’ve been a DJ for 12 years, but your customers really don’t care. What they do care about is how you are going to help them achieve the result they want most. Which brings me to how you included that you “try to give your clients what they’re after.” At what point in your conversation, did you ask that bride, “Tell me what you’re after?” By immediately offering a fee without knowing more about the bride and her groom-to-be, you did nothing to set yourself apart from the $800 DJ. You re-
inforced the idea, at least in the bride’s mind, that all she should care about is about your fee. That’s what shut her down so quickly. Even though you know there’s more to what you do than just supply the “stuff” needed to do your job, most brides have no idea because they have never shopped for a wedding DJ before. They don’t know what they don’t know. Instead of telling her about your years of experience and the stuff you provide, share the passion for what you do, and share all your years of experience in the form of expertise.
Imagine how you could have immediately turned the conversation away from the fee by opening your email reply with two sentences similar to, “I love helping couples celebrate their special day in their own special way. Tell me more about what it is you and your groom are looking for in entertainment. Better yet: “Let’s get together over a cup of coffee and talk about your celebration in greater detail. As your creative partner, the more I know (about you, your event, your wants, your needs, your exRon Ruth Continued On Page 12
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Disc Jockey News • February 2020 • Page 8
Who Cares About Your DJ Setup? By Thomas Heath
On any given day, there is a discussion (typically in a DJ group on Facebook) concerning DJs and their setups. Heck, there are even some groups and pages dedicated to this very thing. One of them is named “Bad DJ Setups,” and it is not for the faint of heart. I was a member of that group for about two weeks, but the amount of negativity there was more than I could take. Aside from it being a place to bash other DJs, it offered nothing more than the ability to stroke your own ego. There are certainly other groups out there that offer to “share ideas,” but for the most part, they are really nothing more than playgrounds for DJ keyboard warriors. One of the biggest topics of discussion asks the question, “who actually cares about what your setup looks like?” There are those saying that only other DJs care. In my humble opinion, this couldn’t be further from the truth. While this may have been the case as little as ten years ago, we now live in an Instagram society. The term “gram-worthy” is used to describe whether something is pleasing enough on the eyes to be part of someone’s curated social media feed. I’ll start with a small but important disclaimer. I am a DJ that specializes in weddings. Apparently, I am now a “Luxury event DJ” but more on what that means in a later article. One of the tenets of the luxury event market is that your setup needs to look the part just as much as a piece of artwork might. It needs to mesh with the décor surrounding it. This epiphany occurred to me when I went to set up for a wedding. This particular couple had, unbeknownst to our team, draped every inch of their venue in white. They had a white LED dance floor, white furni-
ture, white florals, white Chiavari chairs, and the list goes on. We then set up our large, black DJ setup smack dab in the middle of the space. It stuck out like a sore thumb. It completely clashed with the entire wedding decor and design theme. I had never thought that the color (or lack of color) of our DJ gear would be an issue until it was. Nobody told me that it was wrong at that event, or even afterward, but I felt that it needed to be part of what WE did for our couples. So, on that Monday, I ordered white speakers, cables,
etc. Since then, our setups have continued to improve from an aesthetic standpoint. Something that was an added benefit was our staff started feeling a sense of pride in how things looked more than ever before. Other vendors were telling our DJs that they had “The nicest looking setups they’d seen” These comments are certainly not happening at every wedding. But, and this is a big part of the article, they were NOT happening as frequently before my company purchased new, aesthetically pleasing setups. So if this has piqued your interest, you’re probably asking yourself, “Where do I start?” The first place we started was with a white facade from ADJ. A facade Thomas Heath Continued On Page 18
Disc Jockey News • February 2020 • Page 9
A Year Of Excuses Or A Year Of Priorities? By Alan Berg
New Year’s resolutions are doomed to fail. Now, I know that isn’t my usual glasshalf-full attitude, but it’s a dose of reality. A day on our calendar is not the motivation we need to change our behavior. Gyms love getting all of the new members each January. You pay for a year of membership, or your dues every month, and their clubs are packed with hopeful resolution makers. Then, by March, they’re back to their regulars who come daily or on a regular basis. My wife used to work at a Gold’s Gym, so I know this first-hand. It’s not just about the gym New Year’s resolutions come in all flavors; it’s not just about getting into shape or losing weight. Maybe you want to travel more or read more books or a book. Perhaps you want to volunteer more or learn a new skill or language. Whatever it is, January 1 is an arbitrary day to start. You’ve probably heard the old adage: “There’s no time like the present.” Excuses, Excuses! It’s not that all of those new gym members don’t have good intentions. They do. Whether it was eating too much over the holidays, seeing a friend or relative who lost weight, or getting into shape, their intentions are sincere. It’s not that learning the new skill wasn’t a true desire. It was. Where the disconnect comes is in the follow-through. Or, rather, the excuses. You didn’t get any more time when you signed up for that gym membership, or committed to volunteering more, or registered for a class. That time has to come from somewhere.
It’s not about time; it’s about priorities Time isn’t a problem. We all know we have a finite amount of it. The challenge is aligning your priorities with your limited time. I’ve written and spoken about have we have all the time we need, for the things that we prioritize, and this is a perfect time to revisit that. We live in a world of instant gratification. We don’t just want something; we want it NOW! Two-day shipping isn’t fast enough, we want it tomorrow, or even today (cue the drone delivering packages video). That’s fine for some things, but many of our bigger wants and desires will take more time and more discipline. Starting is the easy part
Getting started is not usually too hard. Sticking with it is hard. Passing up dessert at this meal is easier than passing it up at every meal. I think most of us adhere too closely to the see-food diet – you see it, so you eat it, whether you were hungry or not. Taking the stairs, this time is easy. Taking it every time is hard. Maybe you’re a little pressed for time, or you hear the ding of the elevator arriving as you touch the door handle to the stairwell. Going to the gym in January is easy. You just signed up; the gym is buzzing with activity with all of those new members, like you, brimming with anticipation of the new you. What’s your motivation? Alan Berg Continued On Page 18
Disc Jockey News • February 2020 • Page 10
The First Thing A Customer Buys… Is YOU! By Brian Kelm
The fundamentals of human interaction, relationships, and sales will never change. Remember, if a prospective customer doesn’t like you for whatever reason – they will never trust you and, therefore, not buy from you. Your price, words, and all your options are irrelevant if there is no common bond to them engaging with you and wanting to form a personal connection. Then why for a private event would you ever talk about your fees if you don’t first have a rapport with who they are and getting to know them first? It makes no sense. All this put together creates the perception we have as an industry and how society views us collectively as a commodity. What are you personally doing about it to transform this point of view? What we do with our skills and talents is personal. It’s up to us each, and every time someone contacts us for an event to use this as a foundation for how we can help and serve them. It shows how much you care about them and, ultimately, the success of their event. Stop overthinking it and look inside yourself for all the answers. Events that are better planned created, and their outcomes all have several things in common, including – likability and a personal connection. There is a purpose behind every event that takes place. If you care enough to really understand and connect, the prospective customer will likely appreciate you more, and their perception of you will
begin to change. Perceived value is a very powerful thing for two specific reasons – 1. It can’t be faked. 2. Each of us has complete control of what we say, do, how we perform, and run our business. The only part we don’t have control of is if they believe what we are saying, doing and if they feel the same way or not. Do everything you can to be the best person for yourself first, then that for others second. If and when you do, there is a wide-open space to help and be of service to others consistently. Start with them and why this event is
important to them! Remember, if you take full responsibility and action everywhere in your life consistently for years, you will win! Brian Kelm, CWEP, CGWP, WED Guild is a 25+ year wedding entertainment and planning professional that has been all over the United States. Based in Wisconsin. Serving Anywhere. He can be reached at briankelm@discjockeynews.com
Move On From Mistakes
Disc Jockey News • February 2020 • Page 11
By Harvey Mackay
The Minnesota Vikings were playing the New Orleans Saints in the first round of the 2020 NFL playoffs when wide receiver Adam Thielen made a crucial mistake on the team’s opening possession. He fumbled, and the Saints were able to kick a field goal off the turnover. Shortly after his fumble, Thielen was caught making a motion with his hand like he was flushing a toilet. Turns out, he was implementing a “mistake ritual” called ‘the flush.” Dr. Cindra Kamphoff, a mental performance coach, taught this drill to Thielen and his college teammates, and it has served him well. He went on to have a big day and made the crucial catch to set up the Vikings’ winning touchdown in overtime. “One component of mental toughness is the ability to live and let go,” Kamphoff told ESPN. “We’ve got to learn and burn. You have to learn from the mistake quickly and then we have to burn it. We have to let it go. That’s the heart of it. The reason we want to do that is to remain in the present moment because the past play we can’t do anything about, we can’t change it. All we can do is reset for the next play.” The majority of us aren’t judged by our mistakes on national TV. Pro athletes, entertainers, restaurant owners, college professors, politicians – anyone who is out in the public eye has to live with scrutiny and negative reviews on social media and hope for the best. A little mistake looks a lot bigger when broadcast all over the country. Maybe it’s not always fair, but it’s the world we live in. We can’t change the past. We have to learn from your mistakes and move forward. Everyone makes mistakes. It’s how we handle them that sets us apart.
Some people simply can’t forget their mistakes. They let them affect the future. You have to move on. Yes, learn from them, but don’t let the past undermine your future. We all make mistakes, and anyone who claims not to is making a big mistake in failing to recognize human flaws. Confucius said, “A man who has made a mistake and doesn’t correct it is making another mistake.” But as I like to say, failure is not fatal. My best advice: Acknowledge that even as good as you are at your job or life in general, you are not perfect. That is not,
however, a reason not to keep trying for perfection. Despite your best and most creative efforts, your innovative project has failed. Don’t despair. Jeffrey Baumgartner’s Innovation Excellence website recommends analyzing the failure by asking these questions: What went right? Most mistakes have some redeeming qualities. Identify things that went well. Incorporate those small victories into your next project. What went wrong? Look at where you tripped up. Make a list of the misHarvey Mackay Continued On Page 18
Disc Jockey News • February 2020 • Page 12 Rachel Lynch Continued From Page 4 not expensive gear. Upgrading may be a temporary motivator to put in additional time behind decks, but buying new tech won’t fix fundamental shortcomings. Learning and progressing as a DJ can be done on almost anything. Want to be a better entertainer? Focus on the basics and expand your creativity through experimentation. 5. Have you budgeted for this expense? Budget means spending with a purpose. Understanding the purpose of a budget gives more freedom and flexibility to purchase what you NEED when you actually NEED it. Make sure your budget doesn’t turn into a fad Ron Ruth Continued from Page 6 pectations), the better capable I will be to help you design an event you and your family and friends will rave about for years to come. Are you available tomorrow evening?” Sorry but your problem wasn’t with the bride or the fee. Your problem was not asking the right questions. Simply by asking questions, you would have set yourself apart from 98% of the other DJs in your market who only do exactly what you did---talk about their stuff and fees instead of taking the time to develop a connection, a relationship with the bride, getting to know her as a person instead of thinking of her only as a client attached to dollar signs. A wedding is a very personal, emotional event. Reflect that. Get personal. Get emotional. Find out how your couples envision their day and then tell them the story--paint the picture---show them how they can bring their dream to life with your expert, detail-oriented guidance. Help them see themselves and their family and friends enjoying an unforgettable fun, once in a lifetime celebration. And, make them see themselves receiving all of the praise for throwing the party of the year and for choosing you as their DJ. If you really want to close more sales at your fee (or more), work on your human skills. As humans, we are naturally, instinctively drawn to other humans who care about us and who have our best interest at heart. By conveying a sincere interest in your clients, treating them as
diet, meaning you have good intentions that fade away with every temptation that crosses your path. Proper finance management is essential for good business, and it is easy to do if you set realist goals and stick to them. If you have unexpected equipment failure and haven’t explicitly set aside funds for anticipated upgrades, consider de-cluttering and offsetting some of the cost by selling older gear that’s collecting dust. Prioritize expenses and goals to eliminate frivolous purchases. Technology is evolving faster than ever. This progress is a big win for the DJ industry; however, it can be overwhelming and confusing to know when
to purchase the next best thing. With the constant pressure to streamline our workflow, maximize convenience, and blur the boundaries between DJing and producing, upgrading, often seems like the right thing to do. It’s easy to get caught up with the tech whirlwind and obsess over insecurities of not having the newest gear available. However, before opening up your wallet, I suggest an honest self-check to help determine if this upgrade is worth spending your hard-earned money or mere indulgence. Rachel Lynch can be reached at rachellynch@discjockeynews.com.
something more than just a transaction (making fees a focal point), you’ll be one step closer to turning them into loyal, raving fans who can’t imagine anyone else Djing their reception but you. You can be the best, most experienced DJ in the world, but if brides don’t find you likable as a person from the very start, if
getary constraints. So, not affording you doesn’t make them “cheap.” (BTW: Any DJ who claims the only reason a customer didn’t hire them is that they’re “cheap” is merely being lazy and dishonest with themself and needs to re-evaluate their sales process. Sorry for that moment of tough love, but it had to be said.) If a customer needs to take their business someplace else, wouldn’t you rather they do it “wishing” they could have afforded you rather than complaining that your fee is too high? There is a difference, you know. But here’s the thing, if you ask the right questions, if you listen intently to the answers and if you demonstrate that you genuinely care about the couple in front of you and the success of their event as much as they do, don’t be surprised if they somehow find the money to hire your expertise---even if your fee is twice as much as the other DJ. With that kind of money, you can throw in all your “stuff” for free. Respectfully, Ron Ruth If you have a question or a challenge I can help you with, please send it to ronruth@discjockeynews.com. To learn more about “How To Speak Fluent ‘WOW!:’ The Language Of HighSpending, Loyal Raving Customers.”--the customers you want to attract most to your business, please visit my website at http://RonRuth.com or email me at RonRuth@DiscJockeyNews.com
you don’t connect with them on a more personal level, YOU’LL ALWAYS BE COMPETING ON PRICE. The reality is that consumers today are investing more in the relationship they have with you and your business than in your stuff. It’s not about your fancy sound equipment and lights. That stuff is nothing more than props to engage your customers---to engage them in a conversation that could very well lead to a mutually beneficial collaboration. Now not every couple will be able to afford your fee. That’s the reality of business. That’s not a negative reflection on you. We all have to abide by our bud-
The Way I See It: I’m Different By Michael J. Lenstra
I’m sure for many of us; there was a time in our childhood that we felt different. Maybe it was because we didn’t like sports when most everyone else seemed to think that should be the norm, especially for boys. Maybe it was because there was a band that most of your peers felt was the greatest thing to come along in their (oh so young though) life, yet we really didn’t see what the big deal was. It could have been that many of our friends were starting to discover the opposite sex, and truthfully that did nothing for you. You began to feel like a square peg trying to fit in a round hole - and you questioned yourself. “What’s wrong with me?” you would think. As you got older, though, you started to realize that everyone, maybe, is a little different. I know that happened to me. While many of my relatives and acquaintances were out living the typical life of an early twenty-something, closing down the bars and partying like it was always 1999 every Friday and Saturday night, I was perched high above center stage with a lightboard in front of me as I partook in rehearsals for the next upcoming musical at one of our local community theaters. While my compadres were out cranking up some head-banging metal tunes at the latest kegger, I was singing along with the rest of the cast and crew to some classical Cole Porter tunes. “In olden days, a glimpse of stocking was looked on as something shocking, now heaven knows … anything goes.” I was comforted by the fact that those surrounding me were doing just the same. It’s then that I realized that maybe I’m not odd, I’m just different than maybe many my age and that’s okay. Being different, though, took on a completely different meaning when I became an entrepreneur and the owner of my own DJ company. My pitches for business were as generic as they could possibly be in those early days. “I have thousands of song titles, professional, reliable equipment, and I can pack the dance floor.” I would tell my prospective customers. And then, of course, I added, “I can do it at a bargain price.” Somewhere along the line, though, it dawned on me that some of the musical acts
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that I was playing at my events had found great success because they were, well, different. At least for their time, Elvis: the swinging, gyrating hips. The Beatles: first with their mop tops and later with their long hair and hippie style. Kiss: with their stage make-up. Even today, something as simple as a stage name can paint a person as unique, like The Weekend, Lady Gaga, and Iced T. I realized I had to make a self-assessment of who I was, what my strengths were and how to differentiate them and myself for my target audience, The way I see it, being different, is what sets us apart, and it will be a subject I touch on
in Las Vegas at the DJNTV DJ Convention on February 26th. I hope I get the opportunity to see you there. Until next month ~ Michael Michael J. Lenstra is a self-described Wedding DJ and is celebrating over 25 years in the Mobile DJ industry. He is a full-time DJ/Entertainer, and is owner of Alexxus Entertainment in Dubuque, Iowa.He can be reached at mikelenstra@discjockeynews.com
What Recharges Your Battery By John C. Maxwell
It doesn’t necessarily call for the kind of energy needed to run a marathon or take care of ten 2-year-olds for an hour. But for me, and perhaps for you, leading requires a great deal of mental and emotional vigor. Think about it. If you’re a leader, you have to initiate, which means you often have to be the first one to rise and say, “Let’s go.” You frequently have to say, “Let’s go,” to people who don’t want to go, which means you have to persuade them that they need to follow you. You have to make tough calls that directly affect the lives of other people. You have to solve complex problems. You have to serve as a mediator, negotiator, counselor, encourager, and teacher to the people on your team. And so on. The work of leading is intellectually stimulating and personally fulfilling—if it weren’t, who would want to do it? But it can also be incredibly draining, which is why we all need regular refueling. Leaders re-energize in various ways. Some read. Some cook. Some fish. Some play tennis—or racquetball, or basketball or golf. Those activities all have their place. But in my life, I also get a great deal of energy from certain personal relationships. Not all relationships fall into this category; mind you. Some people can literally suck the life right out of you if you’re not careful. Sometimes you can avoid such relationships, but many times you can’t. That makes energizing relationships even more critical. Do you have people in your life who
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energize you when the work of leading has sapped your strength and zapped your spirit? If you’ve never thought of your relationships in that way, perhaps you should start. To help you begin the process, here are eight types of relationships that energize me. 1. My family: Now, I realize that maintaining healthy connections with close relatives also requires a great deal of energy. You cannot expect to be a good spouse or parent if you’re not willing to devote a significant amount of time and effort to the relationship. But a strong relationship with a spouse, for example, can also be a tremendous source of energy for a leader. My wife, Margaret, gives me so much in this regard. I can get compliments from a dozen people after a speaking engagement, but if she says, “Great job,” it’s worth more than all the other comments combined. 2. Creative people: I love being around creative people because it stimulates my thinking and recharges my own creative batteries. I also just enjoy observing how their minds work. 3. Successful people: When I meet such individuals, I often ask them to tell me how they made it to the top. Not surprisingly, their stories are usually punctuated by examples of hardship and adversity. I’m inspired when I hear how people overcome opposition, persevere through challenges, and maneuver around obstacles to accomplish their goals. 4. My team: My favorite day of the month is what we call “Presidents’ Day.” On this day, I sit down with the people who run my three companies, and we review what’s happening in our organization. I’m always invigorated when I leave these meetings because my team members—those men and women who are really out there doing the job—are making me so much better than I could ever hope to be on my own.
5. Good thinkers: By this, I don’t necessarily mean smart people. I’m not real smart, but I love to think. And I love to spend time with people who enjoy the intellectual give and take of a good conversation. Thinking people don’t talk about other people. They talk about principles, concepts, and ideas. That energizes me. 6. Interesting people: Let’s face it. Some people are interesting, and others are not. A person doesn’t have to be rich or powerful to be interesting. A keen mind, an interest in others, and a love of learning all determine whether a person is interesting or not far more than his title or the size of her investment portfolio. 7. Encouragers: When you see these people coming, you automatically know they’re going to lift you up. They just can’t help it; it’s part of their genetic code. Every leader needs a relationship with someone like this. 8. “Fun” people: These folks love life, and their enthusiasm is contagious. I used to do a considerable amount of counseling, and if there’s one thing I learned from those interactions, it’s that our relationships very often define who we are and what we can become. So if you want to become a more effective leader, foster relationships with people who stimulate your thinking, make you laugh, encourage you, and inspire you. Your energy level depends upon it. 412 John C. Maxwell is a #1 New York Times bestselling author, coach, and speaker who has sold more than 26 million books in fifty languages. The recipient of the Mother Teresa Prize for Global Peace and Leadership from the Luminary Leadership Network, Dr. Maxwell speaks each year to Fortune 500 companies, presidents of nations, and many of the world’s top business leaders. He can be followed at Twitter.com/JohnCMaxwell. For more information about him visit JohnMaxwell. com.
Bridal Show Followup By Keith KoKoruz
The months of January and February are referred to by some as “BRIDAL SHOW MONTHS.” By now, you have most likely participated in a bridal show or open house, or you have convinced yourself that they are nothing but a waste of time. For the sake of this article, I will speak to the wedding professionals who have chosen to exhibit. As some of the people reading this know, I am both a wedding vendor at bridal shows as well as a bridal show producer based out of Chicago. In this article, I am going to explain the biggest mistake that I have seen as a bridal show producer that vendors need to be doing much better to make more money and, in some cases, make any money at all. Once the bridal show is over, the work begins. It is the beginning of the race, not the end. To make sure that vendors don’t give the master bridal show list to others who have not exhibited in our show, we create a specific “fake bride” that is tied to each specific vendor. If one of my vendors gives out the list, and another vendor uses it, I know precisely who shared their list. This is against all bridal show producers’ contracts because we need to protect the vendors who invest in our show. If you are caught, you are typically banned from exhibiting in the future because you can’t be trusted. The reason I have brought this up is because all of the follow-up emails, postcards, catalogs, etc. that are sent out to members of the master list, eventually, I will have one piece that shows up on my desk as the producer. Now that I have explained my process to monitor our lists, I have a shock for most of you reading this, 95% of the vendors in my shows NEVER USE THE MASTER LIST. I have spoken to bridal show producers across the country, and they see the exact same thing. If you are not using the master list giv-
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en to you for being a part of the wedding show, you are leaving thousands of dollars TO YOUR COMPETITION. Some of you reading this are now thinking that you talked to the wedding couples who were interested in your service, and using the list isn’t necessary. YOU ARE WRONG. There are a lot of people who walked right by your booth for one reason or another and still need your service. Some bridal show producers also include the names of wedding couples who registered for the show and never attended. These couples may also need your services. Here are just some of the ways to use your master list. Load the master list into a broadcast email system like Mailchimp and email a beautiful email to the entire list. Mailchimp is free to use if your list is under 2,000 email addresses. Cross-reference your booked calendar with the wedding dates on the list and strategically solicit weddings on dates that you have open in your schedule. Cross-reference the list with the area that you want to service. Wedding couples will travel for a bridal show, but you
can choose to solicit the wedding couples closest to your office or home base. Postcards are cheap. You can get amazing postcards printed by http://www. m12graphics.com. You can use them as handouts as well as postcards, and now you are standing out from everyone who only emails. Pick up the phone. I realize that a lot of people don’t answer the phone if they don’t know who it is calling them, but leave a message and allow the person hearing it to listen to how smooth your voice is and if you have warmth and excitement in your voice, you have a very good chance of getting called back. My last piece of advice is to repeat these steps regularly. Do not get discouraged. When you reach out to these couples, they may have already chosen a DJ, that’s OK. Thank them for letting you know and move on. They may not be ready for you yet. That’s OK. Ask for permission to stay in touch. Keep the Faith and keep hustling. Thomas Edison had more failures than success.’ KC can be reached at keithkokoruz@ discjockeynews.com
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Top 50 Charts for February 2020
The Weekly Printable Charts are available at http://www.DJNTV.com/charts Sponsored by iDJPool.com Pop 1 POST MALONE Circles 2 SELENA GOMEZ Lose You To Love Me 3 MAROON 5 Memories 4 LIZZO Good As Hell 5 DUA LIPA Don’t Start Now 6 ARIZONA ZERVAS Roxanne 7 TONES AND I Dance Monkey 8 LEWIS CAPALDI Someone You Loved 9 DAN + SHAY & JUSTIN BIEBER 10,000 Hours 10 THE WEEKND Heartless 11 BLACKBEAR Hot Girl Bummer 12 JUSTIN BIEBER Yummy 13 BILLIE EILISH everything i wanted 14 HARRY STYLES Adore You 15 ED SHEERAN South Of The Border 16 JONAS BROTHERS What A Man Gotta Do 17 CAMILA CABELLO My Oh My f/DaBaby 18 THE WEEKND Blinding Lights 19 HALSEY You should be sad 20 5 SECONDS OF SUMMER Teeth 21 TRAVIS SCOTT Highest In The Room 22 BLACK EYED PEAS X J BALVIN RITMO (Bad Boys For Life) 23 BTS Make It Right f/Lauv 24 ZEDD & KEHLANI Good Thing 25 TREVOR DANIEL Falling 26 ALICIA KEYS Underdog 27 LEWIS CAPALDI Before You Go 28 PUBLIC Make You Mine 29 HALSEY Graveyard 30 ANT SAUNDERS Yellow Hearts 31 BROCKHAMPTON SUGAR 32 DOJA CAT Juicy 33 NIALL HORAN Nice To Meet Ya 34 RODDY RICCH The Box 35 LIZZO Cuz I Love You 36 REGARD Ride It 37 TAYLOR SWIFT The Man 38 CHELSEA CUTLER Sad Tonight 39 88RISING, JOJI, JACKSON WANG Walking f/Swae Lee,Major Lazer 40 SAWEETIE My Type 41 LOUIS TOMLINSON We Made It 42 SELENA GOMEZ Rare 43 KESHA Raising Hell f/Big Freedia 44 ALLY BROOKE No Good 45 DJ SNAKE, J BALVIN, TYGA Loco Contigo 46 DOJA CAT Say So 47 MAREN MORRIS The Bones 48 POST MALONE Enemies f/DaBaby 49 ISABELA MERCED Papi 50 WALE On Chill f/Jeremih
Urban 1 DABABY Bop 2 MUSTARD Ballin’ f/Roddy Ricch 3 SUMMER WALKER Playing Games 4 LIL BABY Woah 5 TRAVIS SCOTT Highest In The Room 6 WALE On Chill f/Jeremih 7 CHRIS BROWN Heat f/Gunna 8 RODDY RICCH The Box 9 DOJA CAT Juicy 10 RUSS & BIA Best On Earth 11 FUTURE & DRAKE Life Is Good 12 DANILEIGH Easy 13 TORY LANEZ Jerry Sprunger f/T-Pain 14 YOUNG THUG Hot f/Gunna 15 MONEYBAGG YO All Dat f/Megan Thee Stallion 16 H.E.R. Slide f/YG 17 WALE Love...(Her Fault) f/B. Tiller 18 THE WEEKND Heartless 19 JUSTIN BIEBER Yummy 20 SUMMER WALKER Come Thru f/Usher 21 CASANOVA Coming Home f/Chris Brown 22 RUBI ROSE Hit Yo Dance f/Yella Beezy... 23 BABY KEEM Orange Soda 24 MEGAN THEE STALLION Ride Or Die f/VickeeLo 25 ROD WAVE Heart On Ice f/Lil Durk 26 YO GOTTI Pose f/Lil Uzi Vert 27 ARIZONA ZERVAS Roxanne 28 TROUBLE Ain’t My Fault f/Boosie Badazz 29 JACQUEES Verify f/Young Thug & Gunna 30 BANKROLL FREDDIE Drip Like Dis f/Lil Baby 31 FLIPP DINERO How I Move f/Lil Baby 32 GUCCI MANE Big Booty f/Megan Thee... 33 AFRO B Fine Wine & Hennessy 34 RAPSODY Afeni f/PJ Morton 35 TYLA YAWEH I Think I Luv Her f/YG 36 SIMXSANTANA Flexin And Flashin 37 MAHALIA What You Did f/Ella Mai 38 K. MICHELLE The Rain 39 DVSN No Cryin f/Future 40 YOUNGBOY NEVER BROKE AGAIN Make No Sense 41 YELLA BEEZY Restroom Occupied f/C. Brown 42 CHRIS BROWN Overtime 43 SIR Hair Down f/Kendrick Lamar 44 FAT JOE & DRE Hands On You f/Jeremih & ... 45 PARTYNEXTDOOR Loyal f/Drake 46 EURO GOTIT Turn Up 47 BIG HAVI 9 Times Out Of 10 48 MISSY ELLIOTT Dripdemeanor f/Sum1 49 HEAVY STEPPERS Heavy Steppers 50 CITY GIRLS You Tried It
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Top 50 Charts for February 2020
The Weekly Printable Charts are available at http://www.DJNTV.com/charts Sponsored by iDJPool.com Hot Adult Contempory 1 MAROON 5 Memories 2 LEWIS CAPALDI Someone You Loved 3 POST MALONE Circles 4 LIZZO Good As Hell 5 DAN + SHAY & JUSTIN BIEBER 10,000 Hours 6 SELENA GOMEZ Lose You To Love Me 7 TAYLOR SWIFT Lover 8 MAREN MORRIS The Bones 9 SHAED Trampoline 10 JONAS BROTHERS Only Human 11 HARRY STYLES Adore You 12 JOHN K If We Never Met 13 TONES AND I Dance Monkey 14 DUA LIPA Don’t Start Now 15 ED SHEERAN South Of The Border 16 JONAS BROTHERS What A Man Gotta Do 17 JUSTIN BIEBER Yummy 18 ALICIA KEYS Underdog 19 ILLENIUM Good Things Fall...f/J.Bellion 20 P!NK Love Me Anyway f/C. Stapleton 21 LEWIS CAPALDI Before You Go 22 DERMOT KENNEDY Outnumbered 23 PUBLIC Make You Mine 24 KESHA Raising Hell f/Big Freedia 25 WALK OFF THE EARTH I’ll Be There 26 HALSEY You should be sad 27 NIALL HORAN Nice To Meet Ya 28 FITZ & THE TANTRUMS I Just Wanna Shine 29 COLDPLAY Orphans 30 MARSHMELLO & KANE BROWN One Thing Right 31 CAMILA CABELLO My Oh My f/DaBaby 32 THE WEEKND Blinding Lights 33 ARIZONA ZERVAS Roxanne 34 BILLIE EILISH everything i wanted 35 TATUM LYNN Later Baby, XO 36 JP SAXE F/JULIA MICHAELS If The World Was Ending 37 HALSEY Graveyard 38 A GREAT BIG WORLD/C. AGUILERA Fall On Me 39 NOAH CYRUS July 40 MADDIE POPPE Not Losing You 41 AJR Dear Winter 42 TAYLOR SWIFT The Man 43 HOT CHELLE RAE I Hate LA 44 ALANIS MORISSETTE Reasons I Drink 45 BLACKBEAR Hot Girl Bummer 46 THE WEEKND Heartless 47 TOM WALKER Better Half Of Me 48 TRAIN & SKYLAR GREY Mai Tais 49 WHY DON’T WE What Am I 50 NF Time
Country 1 JON PARDI Heartache Medication 2 MAREN MORRIS The Bones 3 DAN + SHAY & JUSTIN BIEBER 10,000 Hours 4 SAM HUNT Kinfolks 5 JIMMIE ALLEN Make Me Want To 6 KANE BROWN Homesick 7 JASON ALDEAN We Back 8 LUKE BRYAN What She Wants Tonight 9 JAKE OWEN Homemade 10 LADY ANTEBELLUM What If I Never Get Over You 11 JORDAN DAVIS Slow Dance In A Parking Lot 12 GARTH BROOKS & BLAKE SHELTON Dive Bar 13 BRETT YOUNG Catch 14 INGRID ANDRESS More Hearts Than Mine 15 RILEY GREEN I Wish Grandpas Never Died 16 CARLY PEARCE & LEE BRICE I Hope You’re Happy Now 17 TRAVIS DENNING After A Few 18 KELSEA BALLERINI homecoming queen? 19 MORGAN WALLEN Chasin’ You 20 GABBY BARRETT I Hope 21 RYAN HURD To A T 22 SCOTTY MCCREERY In Between 23 THOMAS RHETT Beer Can’t Fix f/Jon Pardi 24 ERIC CHURCH Monsters 25 LOCASH One Big Country Song 26 MICHAEL RAY Her World Or Mine 27 FLORIDA GEORGIA LINE Blessings 28 CAYLEE HAMMACK Family Tree 29 BLAKE SHELTON Nobody But You w/Gwen Stefani 30 GONE WEST What Could’ve Been 31 CHASE RICE Lonely If You Are 32 CARRIE UNDERWOOD Drinking Alone 33 JUSTIN MOORE Why We Drink 34 TRISHA YEARWOOD Every Girl In This Town 35 MADDIE & TAE Die From A Broken Heart 36 CHRIS YOUNG Drowning 37 KIP MOORE She’s Mine 38 JON LANGSTON Now You Know 39 BILLY CURRINGTON Details 40 RAYNE JOHNSON Front Seat 41 MIRANDA LAMBERT Bluebird 42 JAMESON RODGERS Some Girls 43 LUKE COMBS Does To Me f/Eric Church 44 RODNEY ATKINS Thank God For You 45 CHRIS JANSON Done 46 ASHLEY MCBRYDE One Night Standards 47 ELI YOUNG BAND Break It In 48 LAUREN ALAINA Getting Good 49 DILLON CARMICHAEL I Do For You 50 LITTLE BIG TOWN Over Drinking
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Thomas Heath Continued From Page 8 is a folding wall of sorts that sits in front of the table or stand with your DJ setup on it. Facades range in price from 120 bucks to thousands, depending on what you are looking for. Some even come with interchangeable scrims in white or black. In my opinion, it is the biggest bang for your buck in improving your setup quickly. If you are using tripods, consider switching to either Gravity stands base-
plate systems or scrim covers for your speaker stands. There are also scrim covers for speakers if you cannot afford white speakers right away. To those out there that say, “only DJs care about what your setup looks like,” I can only speak from my experience. I firmly believe that in a land of optics, what you present is extremely important. So at your next event, take a second and
step back. Take pictures of your setup IN the event. Does it blend in with the surroundings, or does it add to them in some way? If not, you may be costing yourself some business. Thomas Heath is the owner of A+ Entertains of Boyne Falls, Michigan. You can reach Thomas at thomasheath@discjockeynews.com.
Alan Berg Continued From Page 9 Many people have failed to quit smoking or lose weight because it was someone else’s idea. It’s not that they didn’t know that not smoking would be better for them, or that losing weight would make them feel better. It’s that it has to be their idea to do it. Their motivation has to come from inside because those outside forces won’t be there every time they smell a freshly lit cigarette or the Cinnabon shop in the mall. Old habits are hard to break. Born with a sweet tooth I love desserts. My mother was an amazing baker, and I used to help her make cookies when I was a kid. She made cakes and pies, as did her mom, so there was always something sweet in the house. I suffered from the see-food diet at conferences and meetings. During the breaks, there would often be cookies, brownies, and other goodies. It’s funny how we aren’t sitting in the meeting thinking “Hey, I could use a brownie right about now.” – that is until we see the tray of brownies. It’s not a resolution; it’s an order! Earlier this year, my doctor prescribed a gluten-free, less added-sugar diet to help lower my cholesterol. I’m one of those people that can’t tolerate the cholesterol-lowering drugs, and over the years, I’ve tried them all, and homeopathic options as well. One of our sons has been on a gluten-free diet for years, so it wasn’t a huge stretch, at least at home. As many of you know, I travel extensively, which means I eat out a lot. While it’s a lot easier now than it was five years ago, it’s often challenging to find good options. Some restaurants and servers are very aware and accommodating, and others aren’t really sure what glutensensitive means (as in the time the waiter brought my salad with croutons after our extensive conversation about gluten-free options). I shouldn’t, or I can’t? The turning point for me was the difference between “I shouldn’t have that wonderful, fresh, warm, right out of the oven bread” and “I can’t have that bread.” There had been many times when I told myself
not to have the bread, only to decide to have “just one piece.” But now, I can pass on the bread and desserts (which is still difficult at times) because I can’t have it. Fortunately for me, I don’t have celiac disease, so crosscontamination in a kitchen isn’t an issue for me, as it is for many of my friends and relatives. It amazes me how I’ve been able to avoid the see-food diet at meetings and conferences. No matter how good the bread smells, or desserts look, I can pass them by. Occasionally they’ll have gluten-free options, and while I appreciate them accommodating me and others, I find myself falling for the see-gluten-free-food diet and eating things at times when I wasn’t really hungry. Where is your motivation? To stick with your resolution, whether on January 1 or any day of the year, you’ll need motivation. It’s one thing to lose 10 pounds before yours or your friend’s wedding, or maybe your high school reunion. What about after that event is over? Is it a lifestyle change, or short-term focus? Is it a marathon, or a sprint? In my book “Your Attitude for Success,” I related a story my father had told me about a man in his cardiac support group (after my Dad had a heart attack at age 45). The man had been out running the morning of the meeting, on a cold, rainy November day. My Dad asked him why he went running that day when the weather was so nasty. The man said: “If I find an excuse not to run today, I’ll find an excuse not to run when it’s warm and sunny. So, I run every day.” Are you doing what you know you should be doing? Have you ever found yourself doing something, maybe clicking through YouTube videos, or scrolling through Facebook or Instagram, and told yourself that you really should be doing something else (whether personally or for work)? Just one more video. Just one more post. And then, another hour has passed. You know what you should be doing, but for some reason, you just can’t get to it. And then other times you drop what you’re doing to get to some-
thing more urgent. It’s all about priorities, or excuses. What’s the worst that can happen? Negative motivations are stronger than positive ones. In sales and in life, fear and guilt are much stronger motivators than love or greed. If I forget my wife’s birthday, fear and guilt will help determine how much I spend to redeem myself (which thankfully I’ve never had to do, at least not for that reason). Most of the time, you control your priorities. Other times they get changed for you – if your house was on fire, binge-watching that TV series would become less important. Losing weight is easier if your doctor tells you that you’ll die if you don’t, than if you want to fit into a suit or dress in your closet at an upcoming wedding. You can buy new clothes that fit you now, but you can’t buy a stronger, more fit body overnight (despite what the infomercials claim). Priorities or excuses? So, don’t make resolutions on January 1 or any day. Make a change to your priorities. Dig down as to why you want to make the change or take the new step. Think about what will happen if you don’t do it and what could happen if you do. Picture both scenarios and see which you like better. And then, get an accountability buddy, or audience. Have people who can cheer you on and hold you accountable if you don’t do it. Fear and guilt will help motivate you towards the positive outcomes you desire. Seek out mentors who’ve been through the same situation and ask their advice. Get the cold truth about their setbacks, so you know it isn’t going to be easy, but it is going to be worth it. And then, do it! I look forward to you sharing your successes with me. Alan Berg has been called “North America’s Leading Expert and Speaker on the Business of Weddings and Events”. Find out more about his speaking, website reviews, consulting, books, DVDs and audio presentations at http://www.AlanBerg. com - email or call Alan, 732.422.6362
Harvey Mackay Continued from Page 10 takes you made, so you’re clear on the root causes of the failure. Why did it go wrong? Maybe your process was flawed, or you had bad information, or you made incorrect assumptions. Ask the people around you for their perceptions. When you know why things went wrong, you’ll be better able to avoid mistakes when you get back to work. Are you repeating mistakes? Make sure you’re not making the same mistakes over and over again. Look at past failures to determine whether your process is flawed in some way. As Winston Churchill said, “If you simply take up
Disc Jockey News • February 2020 • Page 19 the attitude of defending a mistake, there will be no hope of improvement.” What can you salvage? Take a look at the end result and see if you can find something useful to recycle – data, equipment, product components, whatever. Your project won’t be a complete loss if you can repurpose at least some of its elements. Thomas J. Watson Sr., the founder of IBM, said of mistakes: “Double your rate of failure … Failure is a teacher – a harsh one, perhaps, but the best… That’s what I have to do when an idea backfires, or a sales program fails. You’ve got to put failure to work for you… you can be
discouraged by failure, or you can learn from it. So go ahead and make mistakes. Make all you can because that’s where you will find success. On the far side of failure.” Mackay’s Moral: Don’t let a misstep make you fall flat on your face. Reprinted with permission from nationally syndicated columnist Harvey Mackay, author of the New York Times #1 bestseller “Swim With The Sharks Without Being Eaten Alive,” “We Got Fired!...And It’s the Best Thing That Ever Happened to Us,” and “The Mackay MBA of Selling in the Real World.
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Disc Jockey News • February 2020 • Page 20