Actually, it was my son Evan and me, for our copywriting business, CopyKatz Creative.
Do we do good work? Sure.
Do we have an unusual niche? Absolutely.
But our biggest differentiator, the one that clients and prospective clients recognize and appreciate the most, is that we offer unlimited revisions of any work we do: We’re not done until you love it.
Here’s something to notice: The thing that makes us stand out the most has nothing to do with the service itself … the appeal is in the experience of buying.
If what you’re selling looks exactly like that of the competition, how you sell it can make all the difference.
It was from a telemarketer who opened with, “Hi, is Harris there?”
Here’s the trick: They ask for somebody with an unusual name in the hope that it’s a wrong number.
As soon as you inform them of that, they say, “Well maybe you can help me…” And they are off and running.
I’ve received enough of these in the past to see it coming, so today I said, “Sure, hang on.”
Long pause on the other end, followed by a surprised, “Uh … OK.”
Here’s the point. If your opening salvo to a prospective client is to trick them, you’re going to spend a lot of time looking for new clients.
P.S. It’s possible I may have left the caller on hold for a couple of hours.
It was from our Spanish tutor. We have a lesson tonight and my wife is sick.
The tutor’s policy is 24 hours notice; we only gave her 21.
And yes, she’s well within her rights to charge the fee – it was in the documentation she gave us on the first day.
But I think she missed a big opportunity, one that’s worth a lot more than $10.
What if, instead, she had said, “My cancellation fee is usually $10, but I’m happy to waive it this time.”
Now we’d be grateful, instead of a little bit grumpy.
And she’d have a client for life, instead of a client who was just reminded that this is a business arrangement, not a relationship. If a better/cheaper/more convenient tutor comes along, we might take a look.
Marketing isn’t just the words you say and the things you write. It’s everything you do, every day.
Maybe you’ve noticed … they’ve been notifying the winners all week.
I’ve stayed close to the phone but, so far, not a peep.
Of course, as a practical matter, once we leave school (where it happens all the time) and a traditional job (where it happens occasionally), it’s rare for any person or organization to formally confirm our expertise.
So you have two options:
1. Keep waiting for the phone to ring.
2. Finally accept the fact that you (and yes, I do mean you) are more than qualified to claim expertise in whatever it is you do. The only thing missing is your believing it.
As for me, as of this writing, I’ve still got a shot at the 2018 Nobel in Economics, Peace and Chemistry (granted, that last one is a long shot).
It’s to the people who registered for my “Storytelling in Business” webinar last week.
But they already paid me. And I’ve already delivered the webinar and the promised follow-up materials.
So why bother?
Because it’s not expected.
Because snail mail is an underused channel.
Because most organizations – of any size – just take the money and run.
P.S. If you were an attendee of that webinar, I’ve now ruined the surprise (we never had this conversation).