Click on my story about the power of smiling in the Business Journal…
Stop already with repeating the phone number in ads!
If you haven’t persuaded them emotionally, they will not call you anyway…no matter how many times you repeat your phone number. And if you have connected with them and stimulated their emotions…they’ll find a way to get in touch with you, even if you don’t repeat your number a dozen times!
“Call 800 XXX XXXX. That’s 800 XXX XXXX. Once again that number is 800 XXX XXXX. Call today 800 XXX XXXX…”
He is rich, well known, and successful and about 15 years ago I had a chance to ask him a question.
“What’s the biggest reason for your success?” I asked.
“Besides dumb luck?” He flashed me a smile. “It’s my ability to do only 7 things each day.”
My “I don’t get it” expression didn’t go unnoticed by him. So he continued…
“Think about it. 7 things is about all anyone can do in a day. I know, I know, we THINK we can do more, and we even get lost in a flurry of activity trying. But when the day is done what do we have to show for it? A huge list of undone tasks, and a weary body and brain. Nope. Not me. I select only 7 things. MEANINGFUL things. And I do them.”
“But…what if there are more things that need to be done?”
As he turned to return to the podium (the crowd was waiting), he looked back at me and whispered, “Delegate that crap!”
At the moment I’m sending this out, one million eight hundred fifty six thousand three hundred forty three people had viewed the new McDonald’s ad on this YouTube link.
In marketing? Run a business? You’ve probably already watched the ad. If you haven’t…do.
It’s a powerful example of how even a corporate giant can warm our soul and feel as local as the sweet soft spoken grandma living next door…
(And…the business that feels the local-est wins customers the most-est!)
Abraham is a locker room attendant at the health club where I workout.
“Hello, Mark! How are you today?”
“Just fine, Abraham. And you?”
“I am doing well, Mark.”
Abraham smiles when he sees my towel lying on the floor…
“May I take that towel for you?”
“Sure, Abraham. Thank you.”
“Thank YOU, Mark! Have a good day.”
I believe that Abraham actually likes picking up our dirty towels. And if he doesn’t like it, he sure acts like he does.
Here’s my thought…
If there were no dirty towels to pick up, my buddy Abraham might be out of work. And if he picked up dirty towels in a grumpy mood…he might be out of work.
We can learn from this.
What “dirty towels” can we pick up for our customers?
What unpleasant or inconvenient things are we willing to take care of for our customers?
If we won’t do it…our customers might find someone who will.
And, oh yeah…we need to smile while we do it.
I have a new goal for the new year.
The goal is to do more things that make my customers want to thank me.
I figure if all of my customers continually want to thank me, I must be doing something right.
Wanna try this with your customers?
I bet we harvest some awesome results for thinking and working this way!
(You can thank me later)
Protect your local brand. Click to read my article in the Business Journal.
Want to live longer?
Talk to people who are 100+ years old and ask them how they did it.
Want to get great results when you advertise or market your business?
Talk to someone who has a long track record of doing just that.
Too often we buy into bright shiny media salespeople who have the perfect pitch, but no track record of success.
Have they ever guided a business through a stubborn recession, a weather emergency, staff problems, the hassles that come with road construction, or the challenges of facing a powerful new competitor who is stealing customers?
Before trusting your business and your brand to someone, dig deep. Ask questions. Ask for client referrals.
Like my sister Tammy, a nurse once told me:
“Before anyone ever lets a doctor operate on them, you need to ask how many of these same operations have they done before? If it’s less than 100…get up and leave their office…and let them practice on someone else!”
Sounds like good advice to me.
We need to know the password to access bank accounts.
Same is true with home security systems, cell phones, computers, social media, and more.
Forget the password and the world says, “forget you!”
This is also true in getting consumers to buy from you.
Use the wrong words and they reject your message. Use the right words and your message passes through their defenses and enters their brain, where it can germinate.
(Talk to a young female school teacher differently than you would talk to a 54 year old guy working construction, for example.)
I know, this is basic stuff. Basic stuff that great marketers like Apple, Google, WalMart, Disney, GEICO, McDonald’s, and Nike are awesome at.
Wanna see our dog Bentley get excited? Just grab his doggy treat bag and give it a shake. He could be sleeping clear on the other side of the house, but shake that doggy treat bag and he’ll wake up and come running!
I THINK WE CAN USE THIS SAME TECHNIQUE TO ATTRACT CUSTOMERS. But instead of using doggy treats, you might offer free samples. Free neck massages. Free face painting for kids. Free estimates. Free inspections. Expert advice or answers to questions…
3 things matter:
1) Know who you need to attract.
2) Know what they crave.
3) Tempt them with what they crave.
It sounds laughingly simple. And it is.
Shake the doggy treat bag, and watch them come running!