Beware the Ugly Box Syndrome!

How we describe our product or service is very much like putting it in a ‘box’.

The words we use to describe it to someone that can’t see it or haven’t experienced it yet, is a form of ‘packaging’.

Our words are the ‘packaging’ that the customer can see and create an opinion on.

Would you intentionally put your product/service is an ugly box?

Yet many sales emails are doing exactly this.

This happens when we write our sales emails, flyers or websites from our point of view and not our customers.

We list features rather than benefits. We HIDE our great product/service in an ugly box that we then enthusiastically shove in the face of a potential customer and expect them to get excited and buy it.

Here’s a great little strategy I’ve developed to help solve this problem.

Take your email or any other promo text and draw boxes around features or facts.

It is especially important to do this for your first and last sentences!

Then ask yourself, ‘can I unpack these boxes? How can I turn the facts or features into benefits to my customer?

 

200 5-Star Reviews, and charging more than competition!

Two Contrasts yesterday…which one are you?

I had great sessions with a couple clients yesterday. Both have important lessons to share.

Client 1:

Let’s call him ‘John’. When I started supporting him two years ago he charged $270 per call out. Yesterday he said it’s up to $675. He’s gone from around $300K/yr to $1.3m and I’m supporting him to reach $12-15m/yr.

Is this about just getting more dollars for nothing? Absolutely not!

He’s had the state manager of Google come and visit him because he has over 200 five star reviews!

John is obsessed, and I literally mean obsessed, about customer service and delivering 110%.

Making the customer happy is repeatedly encouraged and enforced with his team on a daily basis. His team are measured on 5 star reviews they get.

What is even more interesting is that his competitors always assumed he was beating them on price and that was why he was getting 5star reviews. There has been feedback they are really getting annoyed and scratching their heads now they know it’s not price! LOL

Client 2:

This client is helping import a new product from China that sells for $15K-25K.

This is around 30-40% cheaper than the competition and they are excited about this and guess what?

The price difference is their main selling point. They are pushing how much cheaper it is. And getting excited about this fact.

I had to burst their bubble. I see this quite a bit. A startup gets the idea that they can bring in a product far cheaper than the current suppliers.

Where’s the bubble?

The new startup has very low overheads.

In this case no factory or real fulltime staff. No marketing budget. No warehousing costs. No warranty repairs yet.

The competitor on the other hand has figured out that to pay wages, pay overheads, stay in business through the slow months, etc etc…they need to charge that 30-40% more. Make sense?

The other issue I have with undercutting the market is that it lowers price expectations with customers. It ruins it for everyone and costs us jobs.

Hence we are seeing so many stores close in Australia and jobs lost. We think about ourselves only and want cheaper cheaper cheaper, but lose sight of the real costs of this to others including the environment.

Where’s Your Thermostat Set At?

Where’s your thermostat set at?
 
We ALL have a thermostat.
 
Our thermostats are set at levels that keep us ‘comfortable’.
 
Comfortable with a certain level of effort, risk, potential for rejection, wealth, love…
 
And guess what? Your thermostat in business is dictating your level of business success.
 
To achieve a higher level of success, we need to push into an area of uncomfortableness by setting our thermostat higher.
 
It is a universal law that none of us can avoid. And I’ll give a few examples below…
 
Next time you are doing something important for growth in your business, notice where your thermostat is set at.
 
You can determine your thermostat setting by noticing the little voice in your head that says, “that’s enough, I’ll stop here”.
 
It’s like the foot on the accelerator in your business vehicle. You push it only as far as you are comfortable or as far as societal rules, or family programming dictate is ‘acceptable’.
 
In fact its a combo of what you are doing with the accelerator (how fast you go), steering wheel (where you take the business), gear lever (maximum speed achievable in the gear you have chosen).
 
What can you do? Just turn your thermostat up by 10%…(more if you wish!)
 
> Instead of contacting 10 potential new clients today, contact 11.
 
> Instead of quoting a job for $X, quote it at $X+10% with option for wonderful extras you wouldn’t normally bother to suggest.
 
> Instead of leaving a networking event as soon as it is finished, hang round for 10 mins longer.
 
> Instead of writing 10 blogs this month, do 11.
 
> Instead of sending out 100 thank you cards, send out 110.
 
I’m sure you get the picture.
The key is to recognise that to get something different, we have a thermostat keeping us comfy and sometimes we need to turn it up a notch. 🙂