The Church of Infinite Regret

Whenever I go to Cork for my Mastermind Group weekends, I always stay over at the Cork International Hotel.

Let me tell you a little about the Cork International… 

Close-up of porch to a house

Make your customers feel welcome and comfortable in your business.

Last year, when I stayed there, I was up until 2.30am. Drinking prosecco, then whisky. Normally, I don’t drink to excess because I suffer for it the next day. Plus, I don’t really like the sensation of being drunk. But that particular night was good fun: my mate Dev and I had a profound revelation and decided to start our own religion.

I believe we called it the Church of Infinite Arse, and started working on hats. You gotta have hats if you’re gonna start a religion (just look at the colander the Pastafarians wear). Cash and credit cards accepted in our church.

So, a good time was had by all… until I got up in the morning.

At which point I wondered if I was going to die, then was disappointed when I didn’t.

I don’t remember the last time I was that ill, and so angry with myself because it was my own stupid fault. I was shaking, shivering, and couldn’t even keep water down.

Ridiculous teenage behaviour.

So I sat out the morning session of our mastermind and huddled on a sofa in the hotel bar with my book, a glass of lemonade, and a feeling of regret and shame.


Which is when Zaka, our waiter (he’s always our waiter at these meetings because he knows us all) turned up, took one look at my woeful face and shivering, and lit the fire for me. Then came over every half hour or so with jugs of iced water and fresh-baked bread rolls, because that’s all I could cope with.

He’s not just a great waiter, he’s a genuinely lovely chap. He remembers I’m vegetarian, and even what I like to drink (lime and soda from now on).

Darragh at the desk always greets me by name.

These guys must get thousands and thousands of visitors every week, because the hotel is at the airport, but they remember their regular guests. It’s impressive.

And they’re so welcoming, it’s a real pleasure to stay there. A little like coming home, I guess.

That’s how to run a great business.

Want to know more about running a great business? And, more to the point, making your business more profitable? Go ye here and get yourself a copy of my book.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

PS You should. Apparently it’s “not at all shit”. You can get your mitts on it here.

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