A couple of weeks ago, I was going through my email and saw something that I felt was rather peculiar. It was a musical promotions firm hocking their services out to aspiring musicians. I get their underlying point, but I disagreed with the packaging. They led off with telling the musicians that the reality is that their music isn’t special. “Now that we’ve gotten that out of the way, let us tell you why our promotional services are more special than your music.” (I’m paraphrasing, of course.) Take Taylor Swift or the Beatles. Someone obviously thinks that their music is special. I would go so far as to say that some band or solo artist practicing and recording in their bedrooms right now have the potential to be the next Beatles or Zeppelin, and their music isn’t special why? Because you say so? Insulting the people that you’re trying to get to buy your products never make much sense to me. You’ve got to hook the fish before you reel it in. It’s a lesson I try to put into practice in my business. For you entrepreneurs out there that are trying to grow your own businesses, take this tip: you catch more flies with honey than you do with vinegar.