When Billy Graham passed away recently I spent some time thinking about how this great man had influenced my life and what he had taught me, not just personally, but professionally. Regardless of your faith or opinion on his religious views and beliefs, there is a LOT we can learn about marketing from the life of Billy Graham. In this video, I share six marketing lessons I learned from Billy Graham.
How heavy is a 10 lb. weight? 10 lbs., right? Well, that depends… if you picked up a short book beforehand, it feels pretty heavy. But if you just got done deadlifting 250 lbs., 10 lbs. doesn’t feel like much at all. This is called perceptual contrast, and you can use to great effect in your affiliate marketing. I’ll tell you how in this video.
“You can’t just give away a course away! That cost us $99.”
Those were the words that a customer service rep yelled at me one afternoon. It was soon followed up with a lengthy email on which he copied the CEO of the company (don’t ever do that, by the way – See Rule #5 on How Not to Suck at Email).
What exactly had caused that outburst and childish email?
Ultimately it came down to his answer to the question in the title of this post, can you go too far in customer service?
I believe the answer is generally “no.” Most of us in business are not wired to just give away the farm. In fact, we’re generally stingy. So for most of us, the answer is an emphatic “no.” This customer service rep felt otherwise.
“I’m not a businessman, I’m a business, man.”
I recently formed an S-Corp for my business. Previously it was just a general partnership.
What’s the difference (other than saving about $10,000 in taxes each year)?
Are you being heard? Are you hearing others?
When I advise marketing clients, I ask them to put themselves in a potential customer’s shoes and ask this question. You, too, should ask it anytime you are speaking.
Others are constantly asking themselves that question as you talk. If you want to truly be heard, you must answer that question.
What is in it for you?
You already know the answer to that question when you are talking. More profit. Less hassle. A feeling of accomplishment. Those are all great things, except that no one else cares.
That is the cruel reality…and it is reality.