Sometimes I feel stupid…
July 30, 2007
Here’s the quote for today… courtesy of consultant Alan Weiss:
“I’m constantly surprised by how stupid I was two weeks ago.”
Just when I think I’m gettin’ the hang of this business, something happens to put me in my place.
Here’s a perfect (and completely frustrating) example…
About 2 years ago, my wife and I were looking to turn one of our online businesses on its head.
We were selling a lot of products, but we were getting a little bored.
So we decided to do something completely crazy and add a 100% no questions asked Guarantee to our products.
Now YOU’VE probably been using guarantees since your first day in business.
That’s marketing 101, right?
But in this industry, guarantees are unheard of.
We’re talking about high-end, hand-crafted items. Made from wood grown in parts of France.
You pay about $150,000 in training and invest 10 years of your life to be able to make these little suckers…
And “guarantees” are rare.
In fact, most of our competition offers a clear “you bought it… it’s yours” policy.
But we Guarantee everything. And our orders have gone through the roof. All according to plan.
But here’s the problem:
We STILL get questions… two years later, like:
“What happens if I don’t like them? Can I get my money back?”
After 2 YEARS of postcards, direct mail, ezines… the message still isn’t getting through.
Who’s fault is that?
You’re listening to him right now.
The whole problem is summed up pretty clearly in a book you might want to read. It’s Frank Luntz’s WORDS THAT WORK: IT’S NOT WHAT YOU SAY, IT’S WHAT PEOPLE HEAR.
So here’s the point:
What have YOU been saying to your customers? What message are you trying to cement into their minds?
YOU know what you’re saying… but do you know what they’re hearing?
Because until they’re hearing what you’re saying, you’re leaving money on the table.
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