In the 1984 movie Ghostbusters, there’s a scene where Bill Murray and his crew of Parapsychologists goes up against a powerful Ghost named Gozer the Destructor.

At a pivotal moment in the scene, Gozer ominously instructs the Ghostbusters to “Choose your destroyer.”

Which they quickly understand to mean that the first thing that comes into their minds will be what will manifest as the destroyer.

So, standing atop a skyscraper with debris falling all around them, Murray instructs everyone to clear their heads. He says, “Don’t think of anything horrible.”

Well, of course, one guy can’t help it.

Dan Akroydy’s character, Ray Stantz, starts thinking about the Stay Puft Marshmallow Man.

And, low and behold, a 50-story tall version of the Stay Puft Marshmallow Man appears. Ready to wreak havoc on the city.

Ok, regardless of how over-the-top ridiculous the movie is, I remind you of this scene because it illustrates how we have the power to manifest our own reality.

I know, I know, you’re thinking, “Don’s getting all woo-woo on us.”

But bear with me and allow me to prove my point with something you can attest to.

Think of a good day when everything is falling into place.

You’re making a ton of moolah, and then something happens that changes your whole demeanor.

Maybe a driver wrecks one of your trucks, you miss out on a tractor-trailer rollover, or a high-value customer is lost to a competitor.

And your knee-jerk reaction is to say, f***.

Now you’re day is shot.

And, regardless of whether or not you were aware of it, each subsequent interaction that day is tainted by those emotions. You’re affecting the outcome.

It’s happened to me many times.

So, rather than attracting more of the good things you want for your business, you unknowingly repel them.

Now, you might think that I’m suggesting that since you have no control over what occurs, then you’re a victim of circumstance.

But it’s actually the opposite.

I want you to take full responsibility for everything that happens.

Don’t play the victim.

Because, when you accept responsibility for everything that occurs and stop labeling incidents as “good” or “bad,” you’re able to learn from them and grow.

But the biggest problem with labeling your experiences is there’s a tendency to avoid similar experiences when they arise.

Which can be a good thing if you’ve been bitten by a snake.

But avoiding what you perceive to be a similar bad experience can also harm you.

To describe what I’m talking about, I’ll give you an example of what I’ve seen in the eight years since I’ve been helping towing company owners with their marketing.

The Internet has been widely accepted as the go-to place for marketing local businesses since around 2003 or so.

And there have been many Web Services companies, large and small who have jumped onto the opportunity in an attempt to sell as many customers as possible.

But selling tons of customers requires a large amount of resources to fulfill on their promises.

So, to cut costs and make more money, many outsource both fulfillment and support overseas.

And as we’ve seen just recently, some have even limited support to AI Chat, and email only.

Making it very difficult to get someone on the phone when you have a question about why you’re not getting what was promised.

Speaking of promises…

When you couple the outsourcing problems with obfuscations and the blatant lies some of these companies tell their customers, it’s easy to understand your frustration.

All this to say that there are a lot of you who’ve had negative experiences with web services companies.

And now, you’re either jaded and, therefore, refuse to trust anyone.

Or, you’re sticking with the company you’ve got because “the devil you know is better than the devil you don’t know.”


Which I get.

But if your marketing isn’t dialed in, you’re only hurting yourself.

I know I’ve said this before, but it’s worth repeating cause some of you got to hear it.

It’s in your best interest that I say it.

If you’re ready to make a change and are looking for a marketing company that only serves the towing industry and will never outsource support and fulfillment, then schedule a call with me.

One caveat, though…We limit who we work with. We’ve got to be a good fit.

So keep that in mind when scheduling a call.

I value my time, so I only work with folks who respect that and value their time as well.

Lastly, I want to remind you that I’ll soon be making my membership site available inside the Tow Academy App. So keep an eye out for that in future emails.

Don Archer