On the evening of Aug. 3, 1492, a brave Italian named Cristoforo Colombo did something that required more faith, courage and confidence than anything you or I can ever imagine. At 41 years old, Cristoforo held a very unpopular belief that would’ve had him killed if spoken in the wrong circles. As we all have learned, he believed the world was round instead of flat. Such belief was heresy in his time.
Before he set sail on that historic date, and for a number of years after, humankind operated with a major false belief. Every fiber of being thought the world was flat. And that belief largely limited the possibilities of many great developments that became available after knowing that the world is round. Can you imagine what that would be like?
Take any major belief you hold as 100 percent true and think about suddenly finding out that it’s not true. Like one day finding out that water is unhealthy. Or that gravity is not an invisible force pulling us down, but a controllable force from above is pushing us downward.
Of course, I don’t know if either of those speculative predictions will ever happen, but I am absolutely certain that we do all have other false beliefs and operate our lives based on them.
In this article, I’m going to take you on a little voyage of our own. Not unlike Columbus, we will disprove four falsehoods (I call them "bold-faced lies") most self-storage operators believe to be true regarding marketing.
Perhaps you, like so many others, have been taught these things, perhaps by folks with an ulterior motive. Maybe you’ve always assumed them to be true. If so, prepare to change your thinking.
I’m certain this will cause a stir among advertising people who make a commission from selling you space. But, be assured that I have no motive other than to help you make more money at the end of each year.