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Authentic Marketing Techniques

Lesson 14 from: Sparking Business Growth

Mike Michalowicz

Authentic Marketing Techniques

Lesson 14 from: Sparking Business Growth

Mike Michalowicz

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Lesson Info

14. Authentic Marketing Techniques

Next Lesson: Day 1 - Wrap-Up

Lesson Info

Authentic Marketing Techniques

next thing is you pod under promise. Over deliver. And this is a technique that was has been in fashion forever because it plays into the reciprocity. When when you give more than expected, it blows people's minds away. I told you about my own little company men quality books on how I did this. But really, who is the most radical innovator on you? Pod Under promise Over deliver in recent years was Zappos. I very personal experience was with Zappos. I bought shoes from them. I bought the five finger shoes the Vibram shoes of You're seeing these things. My wife calls him the Clown Shoes. I have him here with me at the gym this early this morning wearing my shoes, and people were looking like, Who is this guy? Those air those shows. But the great if you're a runner or you like to use him at the gym, Zappos is something interesting when you ordered this is in the past. But I think they still do today when you order from Zappos. They sent a promise of taking about 4 to 5 days to deliver the...

shoes, so I ordered him on a Monday and They said they're gonna arrive on a Thursday or Friday, but push my order, then I call in the next day. I didn't expect anything. There's a package sitting there, fed ex all over it. Overnight delivery. All this stuff from Zappos. And what could this be opened up on my shoes Air there. Congratulations, Mike. Way upgraded overnight shipping. Enjoy your brand new shoes and it blows my mind. And the funny thing is, the back story is Apple's. A lot of people don't know, but other shoe industry, the other shoe companies, Footlocker being one of them that was dominating the mall space was trying to now dominate the online space. Zappos is no little anybody companies and no namer trying to grow. And now you have foot locker with millions and millions of dollars back and trying in the online space where Zappos Brandon started was trying to get there. But Foot Locker did something slightly different. You would order a pair of shoes from them and they would say, Thank you for your order. We're gonna be sending it overnight, Expected tomorrow. So you order on Monday works over 90 Now you'll expect on Tuesday they said a promise of the next day. 99% of time you come home. The shooter there you like. Cool. My shoes were here. You open it up in there they are 1% of the time. The shoes didn't get there. Sometimes with crazy snowstorm that comes through and ups can't deliver, sometimes the shipment. This doesn't make it out and out comes on Wednesday takes an extra day to get there, But when you come home on Tuesday when you expect it, it's not there. It's like Oh my God, footlocker socks that they can't deliver. What's going on now? The interesting thing is, apples have the exact same problem. They would ship on a Monday, and sometimes their package wouldn't make it there next day. But since they promised it wouldn't come to end the week, you didn't notice and didn't care, Zappos you'd order Monday. They said they'll be there by Friday and then Tuesday comes. Nothing is there because they did send it overnight, but got stuck with ups driver. Now it appears on Wednesday and you're still thrilled, huh? Hey, came early and Zappos is awesome. Both seven executed the same way. Take issue, package it up, ship it out overnight to the customer. The Onley thing. They changed with the promise. Foot Locker said. You'll have it tomorrow, Zappos said. You have in a week, both of with the same process. Zappos seven cells upto win Foot Locker's themselves up. Ultimate to disappoint. The key is to under promise and over deliver. Sent an expectation for your client and then beat it. Some people that would like this is manipulation. I mean, um, your tell me tow line to my client to tell them something is not true. No, tell them is something that's true, but your company is so effective of performing, you can deliver much earlier times. Um, that's reasonable to expect and fair and that you will deliver on. But then do everything to deliver before that a class example is with proposals. I don't know anyone here, right? Proposals for clients. Yeah, I know you do that. You probably do too, right, Jason. Sometimes example. Here's a quote or price here may be emailed out. That's a proposal to say, Hey, here's the price for my work here. The Price Person photography That's a proposal classic scenario is this client cause and it's it's a Friday morning. Say, Hey, we were interested in using your photography. We're interested in your deejay services. We want to have a new Google hangouts way. Like to engage your services. Can you send a proposal on your like? Yeah, sure. Gilded details. I'll send your proposal by this afternoon. Then you get back to work to do our stuff. Nelson's Act New York. Oh, my God, I didn't propose. I totally forgot. I gotta do it. Something else comes up now. It's the very end of day. I promised him in the afternoon. You know what? I'm gonna work like crazy to get this out. Now, the last hour of the day is a panic To write this proposal and stuff and you zap it out at at five or 4 59 right before the end of the business day. The client gets in there like they told me in today. I got you tied, Justin, change your entire schedule and panic because other stuff was coming up to get it done. And you didn't wow them. Here's the little simple change you could make when you send a proposal next time. Say thanks under digest what you said on the repair the details to You don't have to within three days. Is that cool? Then when the customers is okay, you still go it crazy and like Oh, my God is almost ended. Friday I should get this proposal out, and then you send it out and you send a little note in there saying, Hey, I was able to your proposal faster. I'm really excited about this opportunity. Here it is early. And now the customer is Wow. Wow, You promised getting to the next week. He got to me early. The interesting things you do the exact same thing get panicked and pushed hard to get it out. But because you sent a expectation out here, it wow them. Here's a personal experience with it. Then I want you guys feedback I at a meeting a Starbucks, Donna love Starbucks. But it wasn't with Donna. This is ah, a while back and I was meeting with a friend Starbucks, and he called me in the mornings that I got a real challenge with my business. I just want to sit down, just talk to someone. May, we could get together. Could you meet me three of the local Starbucks, you know? Absolutely. Just my schedule around. I'll be three. We'll talk about your business. We're going through. I get there a few minutes away. Sit down, get my coffee. Uh, three clock rolls around and nothing happens. No one shows. Then at 3 15 or 3 10 on the nose, something happens. Do you know what happens? Typically about 10 minutes after the person doesn't show. When your phone rings right, my phone rings. I pick it up. It's his cardio. Michael here. We gotta go. Hey, Mark, what's up, dude? I'm really trying to get the door. Horrible traffic. There's, like lava flowing through the streets like all these stories, Why he can't get there. And then he makes a new promise. I'll be there in five minutes. I'll see it. 333 the latest. I'll be there. 3 20 comes what happens this time. Nothing doesn't even call me 3 25 comes lumbering it, and it's a big scenes ago, like he's like hitting his shoes like all others love on the streets and, you know, in the fake sweat, you could tell you took a soda and poured it down. I'm like, Come on and sit down there and I'm with my cold Starbucks and you set up our discussion. Then for failure like he promised three o'clock he got there 3 25 Now Mark is always late. That's like his whole shtick. He can't help himself believe, but wouldn't it be radically different if the same thing happened? He calls me in the morning and says, Can we meet it? Three. But this time, no, he always runs late. He calls me early clothes. Make around, two says, Hey, listen, we got meeting at three. I want to catch your free head out. Have a bad feeling will be late. I saw the traffic patterns. Insanity. Let's meet at 3 30 without experiencing that moment is called the Tinge Factor. When you have an expectation and get slightly adjusted for a moment, I have to adjust my schedule around. But it's OK because I was four, warned. It's a little bit a tinge then then Mark, knowing he's always late, does all this craziness. He panics to get there. He's rushing, still pretending I gotta be there. Three. He gets there 3 25 But since he said expectation at 3 30 when I walk in 3 30 mark sitting there, I'm like, Oh, my God is awesome. Let's talk business and I'm excited. In both cases, Mark arrives the exact same time 25 The only thing that changed was how he set the promise. Unfortunately, entrepreneurs feel compelled to give the greatest promise in the world. Oh, photography. But we'll take amazing pictures will be delivered to you within milliseconds will have them framed perfectly. You're gonna let the lighting will be every is gonna be absolutely perfect Will get done by the way it costs about dollar It's like almost free. We feel that to sell. We hasn't set these ludicrous over promises. Then when the customer signs, we pay and go Oh, my God, I do this now and we are going crazy and weaken Barely deliver. Well, we set ourselves up for failure because even if we deliver what we promised, that's the customer expected the customers like, uh and in the cases where we can pull off a heroic effort yet again, customers like you sock. You said you do this the ultimate in marketing is pointing out your differentiator and then setting the reasonable expectation that you know, you can beat out on the fringe thes air the reasonable expectations and said that is your standard and then do stuff beyond it. This is what your events gonna be like. I'm a memory preservationist. Came from the term evangelist for preservation something whatever that amazing term waas and you set the expectations for Ben, take photography like this, this and this. Then you do all this special stuff that you don't tell him about. And when you delivery Oh, by the way, we also included this. There's a specialist in that will blow their minds. Don't promise the world promise something. It's reasonable that you know you can beat and then blow it away That will build loyal customers for life. So question to you guys online questioned us here in the studio. What are ways? You can change your business right now today in setting a promise that you can blow away. So here. So I'm gonna go with you. What? What could you do? What could you promise? What do you promise now How could you blow it away? Basically now we promise, you know, shipping within 2 to 3 business days, and sometimes we get it out. You know, that day way haven't order. And so you know, right away. Sometimes with stores, we tend Teoh, get it out within a couple of days instead of weeks. Like some stores or some vendors of other products and brands and things, you know, take a few weeks to process orders. But we get ours out right away. So So here's an opportunity. The default is like, Well, how do you figure out Just get shipments out same day? No, I'm not saying do that. If you're promising 3 to 5 days, I'm saying promised 7 to 10 days. They are for our orders, airship in 7 to 10 days. It isn't that much different. Now. You set yourself up for a super win. Then when you shit when you get in order and you say, Hey, great news with expedited, you would put your top of the list. It's coming out three days. Thanks for being a great customer. If you push out your promise a little bit surprising, you won't lose many customers. How many customers like? Oh, she ships in seven days, not five. Dumb, done. Feel Still buy from you because your product is unique and really cool. But if you set that promise out a little further and now you do what you've always been doing now it becomes remarkable. And you can say, Hey, we promised seven. We got it out faster to you. Hope you enjoy. And by the way, it's on us. Expedited cost is our night. Any other ideas? Anything coming online, They're still there, Still wrapping up some previous conversation. They're all really myself. I struggle a little bit with that one. Yeah, So can we talk about that? Well, I mean, because I provide a consulting and sort of advice services to the clients where I helped, um, visualize what they can create with their hang out. So how do you have a real quick How do you make him visualize? You show mock up of it? You know, we talk about who they would want on their hang out, what purpose the hand would serve in their business and what the results might be from that. But then it's still it's It's a lot of, um ah, lot of work between me and them, but that, you know, I can't. I can't like, go set up their social media pages for them because that's something that they want to do. Or it has to be included in my contract and I'm going to do it. Onda I'm just not quite sure what. What's the extra that I can. Usually, the extra is the easiest. One is timing. The easiest one is to say this normally takes state Norman 82 days. There's no one takes six days and then you get it done into just by playing the timing. It blows people's minds away every single time to throw in something. Maybe you do something currently. Maybe I'm not saying you do this, but for a ghoul hang out, maybe use mock up a drawing. You implant their face on it and say, This is what's gonna look like. Maybe you ready? Do that. If you do, don't tell him you do that. Just say, Hey, we're gonna do some are working, get you set up and then you say, Hey, by the way, we threw in a mock up Unexpected surprises. Expectations are blown away. Wave is really Mike just did the other day, which is the business coaches that work with us. We meet with them every twice a month in a group setting, and on our last group phone call, Mike shared that. One of the coaches had needed a little actually advice for Mike, and he had a phone call with him that he found really helpful. So Mike said, You know, I'd like to extend this offer to the whole group If anybody wants some one on one time with me, just email me and I'm happy to do it. That's not something that was included in, you know, the original package. But that's an unexpected right? Yeah, right, right. And so that would be something I always do. Of course I'm available. But we didn't promise it and now became remark, right? If that was in the package and begun. But that's what Mike supposed to do. Um, exclusivity eso There's a quick story. I fly a lot and this one particular flight out of Newark Airport, that's my hub where I live. I was flying my regular airline, but I just have the my seating sequence of the last person to board and what's fascinating of you If you've flown recently, when they announced that we're going to board in the airport airplane about five minutes, please locate your luggage. That is like the sign for this mass wall of humanity to assemble in block legate. So the stewardess comes on, says we'll be boarding in five minutes. Please locate your luggage. Everyone like blocks the gate. Then they said, Um, we would like to invite on any of our premium platinum members. And what happens is this little crew boss opens up of the mass wall of humanity. And like the two people that qualify, go in right then, in the corvus part of this rightward use of crevasse, that's one word. Soak revising. So it closes down again. And then they say, we like on our gold members open. People go in close bronze, semiprecious metal, plastic. It just goes all the way down. Right after this, all these people boarded, and the last person the board was may, and it's funny because the stewardess grabs the microphone. I'm standing right there because it was on board and we'd like to invite on any of our general boarding passengers. There's No one in the airport and I'm sitting there. I'm like, Are you serious? And it was, I said into the microphone and over the whole airport. You here. Are you serious? What's interesting about the phenomena is to get platinum status. You have to travel a lot on an airplane, you to be very devoted to the airplane. But what happens if you're a platinum staff member? You get the privilege of boarding the airplane early, which, ironically, if you think about that, you are invited to sit on a tin can longer, longer and people are going by God and I have friends. And perhaps I've done this myself when I say friends who will go toward the end of the year on flights, not because it to go anywhere but to keep their miles up so they get or maintain their status. There's people are little East circumnavigate the world Chris on New Year's Eve just to maintain their status, something amazing here. Its power of exclusivity and exclusivity is when we belong to a unique group that other people can't belong to. We will do a lot of things to stay in that group. Frequent flyers do it and thats why this frequent flier programs? They give you a little benefit by being an exclusive member, and then you have to go through these hoops and we jump through it. My own company. Donna, I haven't done this bomb sure will use a subversion of this. I have a buyer's group of my old to companies back. If you did a certain level of purchases from us, we would have an event exclusively for our biggest clients. And we tell about the latest technology trends that are going on and people I would get the best cause of my life when I was toward the end of the year, when we calculated the numbers and people say, Hey, Mike, I know I'm almost in the club again. We need spend their $25, with what kind of you to give you the money. That's a wonderful call to get. And then they come to this party. That is, it's human nature toe to want to belong to something, and we can leverage that in our business. Authentically. It's got to be a representation who you are. You have to offer something that you may be your newest artwork, something you haven't revealed to anyone else. You can reveal this exclusive event, but only for people that a certain amount of art from Europe at this point, that becomes really appealing. So that's the power of exclusivity. Just for time considerations. We won't have a discussion around that. I want to share some more techniques. Buyers, defense. I told you about that Zappos story where I bought those clown shoes, as my wife called him. I want to be the kind of story behind the story. I called Zappos and said, I'd like to get thes Vibram shoes and I order him up and they told me that they'd be delivered within a week. I order on a Monday. They said You're used to expecting on Friday. Now this is before I knew that Zappos did this under promise over deliver thing. Well, I had things planned out that on Friday I would tell my wife I'm going to work. I already called. My neighbor doesn't go down the driveway and parking my neighbor's driveway, and that wasn't sit there. When the mailman comes, he comes in the morning. I was going to come running up the truck and they dude, do not deliver that package to my house. I'll take the package to work because if my wife sue's clown shoes, I know would be over. So, uh, I leave Tuesday to goto work. Um, you knowing that Friday's when the package will be delivered? I come home Tuesday night and Zappos, under promise over delivered, had already to deliver the package. I opened the door to my house and walk in the foyer, which is a really small more about foi. It's like about this big. I walk into the FOI and on the side is our dining room table, and you can see there was the package opened and there was heat coming out of the kitchen, and Godzilla comes around my wife, she comes out of the kitchen, and she was what it was like, the deepest voice ever. And you have never seen Crystal match against What did you do? And I'm like, Oh, I don't know which. If your husband they would marry here. That's the husband's response. I I very good defense. We've all been trained this. I I I don't know what I did. I'm guilty. I don't know. And she's like shoes. Those clown shoes. Why did you get those II? She's like If you wear those in the neighborhood, we will be the laughing stock of the neighborhood. The community will excommunicate us like you cannot wear those things and they look ridiculous because how much you spend for these things. I was like, use $80 per shoe. Just got She's goes crazy and as she's yelling at me, it was another matrix scene. I'm getting blown back by the breath out of the package Blue, This little letter and I'm in the perfect reading position, which is like this, and I'm looking at the letter and it says, Dear Miss from callaloo its we want to welcome you to the Free Footers Club of America. Exclusivity. I belong to something. So the first time I saw this is she's young and me. I'm like, If I'm gonna divorce over this, at least I got a group toe hang out with. He's weird, as the free floaters were common together, all the divorce A's, then the next lines. We're very interesting, it said. We don't not sure if you're aware of this, but by purchasing these shoes. Urine experience, Better posture Now. I typically I have bad posture, I always hunch over. So as my wife showing me and like if I wear these shoes, I have better posture and she's like, Who cares? You're gonna idiot And she's young. The next line said Um, by wearing the vibrant five finger shoes. You can experience the barefoot experience in any environment like you can walk on basically shards of glass and you won't be injured, but you're still kind of barefoot. I'm like I can experience barefoot kind of experience anywhere, just like that, Stupid. 1/3 line saved my life, Third Line says. By wearing shoes you will no longer or never experience plantar fasciitis. I don't know what planter Fasciitis says, but I was like, on the route plantar fasciitis and my wife stop yelling at me. And she was, What did you say, like, well, never have plantar fasciitis. She's like, Oh, my family, hereditary really has a problem with that. She now owns a pair of five fingers shoes called Buyers Defense. We have been told about buyer's remorse, and I'm here to tell you Buyer's remorse is about 20 years ago. That's too old. It's when the Internet came about, buyer's remorse was done. It's still exists but got up the next level, which is buyers, defense and buyers defenses This. When a customer buys something from us, they're being attacked by their friends and their family, saying, Are you spent? How much for photography? I could do it myself. I just go on how to on the Internet and I could take a picture. Just is good Google hangouts. Anyone could do a Google hangouts. That's easy. D. J. IPod. Just go on the Internet. Fine art, Throw some paint on the thing and it is easy. What we do is extremely quote unquote easy, because Internet tells us it. ISS has formed buyers defense and anything that our customers do that when they buy from us, they're likely being attacked by other people. Said Oh, there's all these alternatives. We, as entrepreneurs, have a responsibility marketing wise, to defend our clients. When someone buys from us, we gotta tell them why they were smart to do it. Do you realize that you've purchased an heirloom that will last generations? You know this photography will be with your great great great grandchildren and the impact it would have been. The message that's important to you today is now going to communicate to them. Now, through this picture, when we educate customers, they cannot defend themselves. And if we do it right, they will defend themselves so well when they're getting attacked. The Attackers like, Oh, I did. That's what they dio. I think I need an heirloom picture for May have a buyer's defense. So whenever you sell something, prepare a letter or some form of documentation or some way to communicate to people why they were smart to buy from you because they were. And when they get tax for the common reasons not to use you how they can protect and defend themselves, it will allow them to become far more loyal to you. And you'll help them become your strongest marketing arm. Make sense. Any questions about that one? Okay, good. We're good. Okay. All right. Um, social proof. So, uh, every news black Friday, right by Friday is the day after Thanksgiving. Black Friday. I don't know if you know this is a manufactured event by Friday didn't just start happening. It was deliberately created by riel, real toward not real towards real retail stores. Don't start with that. We're now, but retail stores created Black Friday and what this conglomerate did. This is maybe about 25 years ago. Many 30 years ago, they noticed that there was a perfect day in three merican calendar of Thanksgiving and then the Friday after Thanksgiving. Because most businesses are closed in the United States the day after Friday, it's non religious obligation, like most of the other major holidays, so most people don't have religious obligations. And they also noticed it's a great day because the day prior on Thursday, people spent the entire day with their family, probably tired of them. And Friday they wanna get the hell out of their house. I think this is a perfect day. What if we get people coming to our stores now that we used to be the traditional kickoff to the Christmas holidays and tonic and all that stuff? Well, the stores realized that on Friday because people were available that they should. They can get customers coming to the stores, but they always had reduced the prices. Prices always been discounted this time of year but didn't really invoke more sales. So use the mechanism called social proof. What these stores did was they hired actors. I'm not saying just just do the same because that wasn't too authentic of them, quite frankly. But they hired actors to come to the store and said, Here's your job. Come at five in the morning There's no lines to say Just coming. Start pushing on the doors. You want to get in? There's a great sale going on. Then they called the news crews at 5 30 always people that 1000 people are still trying to get in. Get this on the news. We must be, are crazy sales. We as consumers are watching TV. What's going on? There's some insane sale going. Why am I not there? And we went there. Us. The human animal loves and feel safety and replicating other people's behavior. We hate to be the first to do it. We want to see other people doing it First. I've ever participated in standing ovation. Chances are you didn't give the standing ovation at the first person. Chances are you were like the 50th their 100th person. One person stood up, started applauding the people right next to them actually feel uncomfortable that, like this guy said, I should stand Oh my God, he's standing. A couple more people stand that happens like standing is the thing to do. So let's copy that social prove there, what else to do it And we start standing and applauding the state innovation for actually many. I don't have to do it so much anymore. But many plays and stuff is actually called salted. That's an actor themselves doing that, they're told. Laugh hard at certain scenes. Stand a certain scenes because people start copy because we don't wanna be the first to do it. So far, business. If we can give our social proof that people value what we're doing, there's huge power. And here's how you do it authentically. One easy ways to testimonials. But it's probably not the way you've been doing testimonials in the past. Most people would get testimonial from someone and say, Oh, I love that I love that your project, your service so much And then we copy it and we put it on our website in a testimonials page. How many people go? Testimonials pages. Not many I mean, when you navigate Amazon's, you say I'm thinking about it. Should I go to the testimonial page on Amazon if they even have one? No customers only care about social proof when they're at the point of danger or there about taken action. One point of danger is calling your 800 number, right? So I see. Here's the photography service and you call us at 1 800 photography. Well, right, there is a point. Danger. What if I call and you try to persuade me and you're not so good and I feel uncomfortable. But if there's a testimonial right there that says, you know, I never use this company before I call the number is the best experience of my life. They've preserved our memories for ever photography. I love them now. It's no longer dangerous. The testimonials at the right spot, the buy now button. Oh my God, put a testimonial. They're nothing. Is the more authentic the more credible testimonials. The testimonies are more credible. The more detail you have that could be validated. A picture of the person's great videos. Better where they say their names fantastic, where they share their phone number is huge. Now you see what customers going to share their phone number in a testimonial? Well, the price share their business number because you say, Hey, listen, if if I put your testimony up with your phone number, your phone may ring your business phone. May Rehm Or do you want that? Yeah, Let me call. My phone rang more and people will share that. Get testimonials, but people's names on there. If you can't, they will share their business phone number. Put it up there. Chances are they're not get calls of people validating the testimonial, but they'll know it's a truthful testimony. Put it at the point of danger. That's called social proof. Okay, perfect. Last slide. And then I want something. I did the most viral technique ever. His secrecy. Um, I was, uh there's there's two people that this is about three or four years ago that were major celebrities, male celebrities that were having marital affairs and happened right around Thanksgiving. Um, and there was two people I'm going to do one little things. Do you do that? You can think of what? Who this is. Tire was. No, it's not now Tiger Woods did have a marital fair right there, and we all think of it of him instantly. But it actually celebrity. Who on a world populace is more famous than Tiger Woods had a marital affair the exact same time. And he was known for this David Letterman. David Letterman. He always does on TV, right? But interesting. I've told people this story all over the world. Average. Look out! Tiger Woods. Tiger Woods. Yes, he had a marital fair. The interesting thing. They both had a Merrill affair at the same time. Tiger Woods try to keep it secret. And when you try to keep something secret, word spreads. David Letterman has a fair exact same time, but he goes on air that night when it broke and said, I'm having affair. I had an affair with one of my associates here, and here's all the dirty details and we're like, Please don't tell us anymore. It's disgusting, actually. Disgusting. Tiger Woods and senses affair. No, I don't have an affair. My wife and I, we always throw golf clubs at each other. We bash windows. That's how we roll. And we knew as consumers, saying I there's a secret and we thirsted for it. Secrets are one of most viral methods in the world. Here's how a company employed it in a really cool, authentic way and how you can do it. Toe. There's a company that it's a jeweler. I can't share their name. This is before Dawn and I were working together by Did some work with them? I can only say that, uh, the first letter starts with the same letters. Kiss, uh and, uh, they hired us on board. And as economy slipped back in they were having difficulty selling wedding rings. Our engagement rings at their one carat diamonds. That was the Marquis thing. If you could sell a carat diamond, and that was becoming the kind of new standard this business was doing well. But the economy slipped. There was less money. People were going down in size. Well, we strategized about and said, Hey, we could use a secrecy technique. We went toe one store and ran a little beta test. What we did is we said, you know, when when the fiancee, when he orders a ring like a 3/4 care, half care, we're gonna upgrade him from a 3/4 to a full carat. He is going to get the ring appraised. That's the normal process for insurance purposes. You go to 1/3 party appraiser. They value it. He bought a 3/4 carat ring. He get appraise and they say, Hey, you have a full carat here. Then the fiancee would come back and say, Tom happened here. I ordered 3/4 care. You actually upgraded me toe full care. I don't know. It's going on. The jeweler them would say, We want to celebrate along with you. We're so thrilled and excited for your upcoming wedding that we want to join the celebration. We hope you see, this is a gift. And congratulations to you on one thing. Please don't tell your friends we do this occasionally. We want you to keep it secret. Guess what that guy did. He told all his friends I can't really tell you about this. You know, they upgraded my ring a little bit. This store within months became the most popular sore to go to because the rings were being upgraded. Defending. They were doing it they were doing because they were so excited for the celebration for this people for this person, and there's asking to keep it secret, then upgrade everybody. They upgraded a few people, but the secret spread about what this cool store was doing. Secrecy. How can you implant a secret with your community? Your best customers tell them something. Share something with them, that you don't want them to spread, something that's unique and entrusted in them. And they'll help spread the word hedgehog leather works. Who I talked about earlier, that little logo design that shared with you when you buy a product that says, Hey, we've a little secret about our logo we want you to know about. That's really a wolverine and they spread the word to everybody and you go on the Internet. It's all over the Internet. One final thing about authentic marketing. I want to show you this is my old website. I no longer have this website. I want to talk about their language, I told you earlier, in a couple of modules back about the market. I cater to my best. Customers are actually female entrepreneurs to read the book. Once you start studying your market, you've got understand their language, the phrase in terms they use, the way you express yourself. And I did something on my website which I suspect the women in the audience will notice very quickly. And the men typically don't notice is quickly. When I said, this website I did was called split testing on split testing is we can change pictures and elements, words and stuff all over here and see what people respond to. Well, there's one thing I changed on this site that when I did it, more female subscribers would sign up about 25% more. And when I had the thing removed, the picture the science from women dropped. I wanna ask the men in the audience first. They wouldn't suspect, but he had a hell. No way. Hope me up. OK, right. OK, good. Hook me up. Change the word now. So what? The women will pick it out right away. What is it? What would get more women to sign up? I know the story. So start here. Now it's my wedding ring. Your ring. Yeah, I know that you and most one will notice my wedding ring. Any guys wedding ring immediately. Ah, Wedding ring is a trust symbol for men when it comes to other women, and what happens is what I did with this picture. The only change was they doctored out my ring. So is Ring List and guys, By the way, it's a male run company that runs the website, designed like Dude, why do you ring up? There you go. You know you want attractive as possible so women will sign up. Well, when we removed it, women said, Who's this pervert like? Who is? This guy is kind of creepy now. I put the ring in there. It's like he's safe. He's approachable. He's not gonna be all pervy. That was it. With your marketing, the key lesson I want to teach, you know your market and how they communicate. The smallest things will be noticed instantly by the right customers. Oh, yeah, I saw that right away. It's the small elements in our market make all the difference

Class Materials

bonus material with purchase

Client Assessment Chart.pdf
Mike Michalowicz Presentation Slides.pdf
Mike Michalowicz WSJ Articles .pdf
Process Flow.pdf
Survival Trap.pdf
Sweet Spot.pdf

Ratings and Reviews

Jason Spencer
 

I was a part of the live audience, so I had a little extra business growth behind the scenes. If you ever have a chance to attend a live broadcast, I highly encourage it. This program follows the concepts of Mike's book "The Pumpkin Plan" very closely, but it's the expanded elements that make it worth every penny. I pulled quite a few business ideas and nuggets that I still use nearly a year later. Even owning the course, I took over 17 pages of detailed notes. Gaining a solid understanding of Immutable Laws, Pruning, UPOD, and so much more helps you from day one. But it's much more than that, because you can create a system that allows you to almost grow on auto-pilot and build profit along the way (the Profit First segment was one of my favorites because I'd already been doing some of it). It you own a business, you can't go wrong with this course in your arsenal of tips and tools.

a Creativelive Student
 

Great course, learned a tons. Thanks a lot Mike & Donna. Got some great insights for my business and will implement them right away. Worth 10 times the amount of the course.

a Creativelive Student
 

I watched this class live, read Mike's The Pumpkin Plan and am now about to buy the class. I think I am pretty tough critic and I think this is a GREAT class. I highly recommend it.

Student Work

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