Categories
Growth

How To Get More Customers And Faster Sales

– Acquiring clients at breakeven upfront and make a profit on the back end
– Guaranteeing purchases through risk reversal
– Host-beneficiary relationships
– Advertising
– Using direct mail
– Using telemarketing/email marketing
– Running special events or information nights
– Acquiring qualified lists
– Develop a Unique Selling Proposition
– Increasing the perceived value of your product/service through better client education
– Using public relations
– Referral systems

Categories
Growth

Sell them what they want

Today you will discover what a newspaper advertisement from 1923 has to do with an African Stem workshop and how startups offer demos to their prospects.

A few years ago I started a STEM and business workshop for young people in Africa.

Whenever I would speak with the parents who brought their children, I discovered the knowledge their children were receiving was not the only reason none of them complained about my fee.

Many of the parents realized that a child with knowledge of coding, marketing and entrepreneurship also offers them bragging rights.

Paying for my program gave them the ability to say things like “My kids know how to build their own website and they are even working on their own side business in their free time. They also know how to read a 300-page book in less than 2 hours with good retention.”

They weren’t just paying to educate their children. They were paying for the end results which were first, a mentally developed child and secondly, bragging rights that made the parent look good before family and friends.

The lesson here is to always find out ALL the things your prospect wants and tie it to the solution you provide.

In 1923, a newspaper advertisement had the following copy “

When you buy a razor, you buy a smooth chin — but you could wear a beard. When you buy a new suit, you buy an improved appearance — but you could make the old one do. When you buy an automobile, you buy speedy transportation — but you could walk. But when you buy plumbing, you buy cleanliness — for which there is no substitute!”

This is the precursor to the now-famous quote attributed to Theodore Levitt,

People don’t want quarter-inch drill bits. They want quarter-inch holes.

There’s another quote from a 1946 ad run by L. E. ‘Doc’ Hobbs who was the District Sales Manager of The Manhattan Mutual Life company. It says,

We don’t want to sell you Life Insurance . . we want you to know and have what life insurance will do. A 1/4 million drills were sold last year, no one wants a drill. What they want is the hole.

Your Own Local Life Insurance Company has only the sincere desire to furnish food, clothing and shelter to your loved ones if you die too soon . . .

In 1985, “Zig Ziglar’s Secrets of Closing the Sale” included the saying: 9

You don’t sell what the product is — you always sell what the product does. Example: Each year over 5 million quarter-inch drills are sold, yet it’s safe to say that nobody wants a quarter-inch drill. They want a quarter-inch hole.

What does this mean for startups?

When a prospect visits your site, don’t just offer them a ‘demo’ like everyone else.

Tell them what exactly, the demo will do for them.

No one really cates about your demo. (That being said, you should make it very easy to access your demo. Those 15 fields you require will lower your conversion rate for that opt-in form. Ask for name, company email and anything else that is absolutely necessary. )

Everyone wants to know what exactly your product will do for them. How it will help them. What solutions it will provide. What problems it will fix. How much time it will save them. How much money it will save the company. How much revenue, sales, profits, and market share it will deliver.

Many times a senior-level executive is looking for a software solution that will make her look good before the board or the press or their colleagues.

Smart commercial real estate developers factor this in their marketing and construction plans all the time.

They know that some companies say they care about the location so their employees can commute to the office cheaply and quickly.

What they don’t say publicly is that ‘by having an office in this neighborhood we also get prestige, proximity to the right investors and it signals to the market that we must be doing well if we can afford to be here.’

Back to the drill quote…

The drill provides the hole, the hole provides the ability to hold a bookshelf, the bookshelf provides easy access to the books your customer has been keeping in boxes for a while..the bookshelf also makes the room look well put together and that makes the owner of the house happy…I guess you could say the drill provides happiness in the end.

All of the above helps you write your copy, create your ads and have the right images on the site.

Understanding what human beings want is one of the greatest superpowers in business.

The less you think about what you want versus what they need to see or hear to make a decision, the more creative and successful you will be.

Categories
Growth

Book review:The Hero And The Outlaw

book review the hero and the outlaw

Purpose for reading-

To understand how to use archetypes to tell better stories. I’m working on a project that involves storytelling so I picked this up.

Content- 3 out of 5.

The quality is good but the book could have been written in 100 pages.

Highlights-the authors have invented a framework that lets you understand what your brand’s story is and how to augment it.

For eg Nike=hero, Oprah Winfrey=sage, Apple=the cool guy etc

Undesirables-

My main contention is that if I didn’t need the insight i would have found the material a little too serious.

Secondly I think some of the justifications were a little too far fetched.

If you own a business and your responsibilities have to do with marketing, branding, advertising or film making, this book is useful.

Check out these book reviews as well.

1 Bloomberg on Bloomberg-Michael Bloomberg

2 Sam Walton-Made In America

3 Amancio Ortega-The Man From Zara

Categories
Growth

Words are an asset class

I was interviewed recently and the question was “what helped you grow your business?”

My response was —
I learnt how to use words to my advantage. To pack them with value and deliver it to prospects and customers.

You see, people don’t really buy products or services.They buy the words that they are told or the words they tell themselves.

Learning how to use words will pay any business owner more dividends than investing in any other asset class. Remember, words rule the world.

It’s not usually the best politician who wins the election or the best employee who gets the promotion. It’s the one who knows how to use words that wins.

Read more value packed words here

Categories
Growth

How To Speed Up Your Life And Business At The Speed Of Light

business at speed of light lawrence dreams not equally
If you could move at the speed of light, every time you get to 186000 per second you would be a light year ahead of where you started. If your constant rate of speed in life was at that speed, you would probably be able to read all the books in the library of congress (all 100 and something million of them) in less than 24 hours.

Tests have been done where objects were sped up past the light barrier. What happened was that the human eye could not see them anymore. The human hand could not feel them either. When these objects were slowed back down, they were suddenly visible to the senses.

What if you could speed up your results in business? What if you could cut short the time to get things done by years and not just minutes or hours?

I’ll get back to that in a minute.

Here is an interesting quote.

“He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.”-Elon Musk

According to this book, Elon Musk said in the early stages of founding Tesla. What interests me is that most entrepreneurs I know do not aim for ten million dollars a day when they start a business.

They usually start as low as possible and only increase their vision incrementally depending on what the world tells them is a realistic goal.

I personally don’t care about being realistic. It is usually said by people who want an excuse to be mediocre.
I’d rather set an outrageous goal and draw up a plan to achieve it than be realistic. The thing about outrageous goals is that what seems high to some is little to others. The things you are praying about are things others are giving away as gifts.

I was giving a talk to some freshly minted college graduates and I told them, “The only difference between your 15 year old self and your 22 year old self is that your mind is more developed. Your height is not what defines your growth. Your real growth happened internally. Your understanding and judgement have developed.
This means if your 15 year old self had the same understanding as you do now, you would have been at least 7 years ahead of all your classmates
.
Would you like to be at least a decade ahead of all your mates?

Would you like to see the end result of an action before you even take it?

In this post I will share with you how to be at least a decade ahead of your competitors.


First the foundation:

I want you to keep this statement in your mind. “A man can only go as far as he can see with his eyes closed.”
The education of men is based on the five senses. Everything we have been taught in school or read about come by deduction.

Mankind is limited to the five senses so it has been our quest to amplify these senses. We invented binoculars to help us amplify our sight. Microphones to amplify speech. Vehicles to get our bodies to move faster and to get to places quicker.

Anything that a man cannot see, touch or feel with his senses does not exist to him. What a man does not understand, he says does not exist.
The thing about understanding is that it can be defined as the clarity of our mental images. This is why when you understand what someone is saying you may say “Oh I see, I see”.

Ephesians 1:17-19 explains that every human being is operating in darkness (ignorance) to a certain degree. For example I am more in the dark about how to coordinate outfits and keep a home than my wife is. However when it comes to things concerning how to increase sales and grow profits, I have more light on the issue than she does.

Think of your mind like an empty stadium at night with no lights on. Whenever you understand something, a floodlight comes on so you are able to walk around the stadium a little. The greater your understanding on a topic, the more floodlights come on in this mental stadium so you are able to see and go further than you did before.

The level of doubt you have in an area is the level of darkness you are operating in.

The problem most humans face is that their acquisition of light is too slow. If they had a way to move from zero to 100 percent illumination on a topic in a day, they would gladly pay for it.

Take money as an example, the amount you believe will come into your business this year is the limit your mind will try to achieve. If however I came to you today and gave you a million dollar check to be my partner on a deal, you would realize that your previous mental limit would just disappear. If Mark Zuckerberg then came and gave you 10% of his Facebook stock worth billions, your limit was change again. Let’s take this a step further.

If Bill Gates, Warren Buffett and Elon Musk were your partners in a venture, I bet that you would confidently be able to tell people that you are only a few weeks or months away from making your first billion dollars.

Why did those words seem so easy to believe?

What I just showed you were images that you can understand. The minute you read that, you saw a clear picture of a successful partnership. I’ll bet that you even felt a momentary gush of confidence.

I just took you light years ahead of everyone you know with just a few words.

The secret to moving light years ahead of everyone else is illumination.

Illumination can be defined as development, speed or light energy.

When God was creating the world, He said “Light Be!”.
He put light (illumination, development) and bottled it up into words and released them into this world. Scientists say the universe is still expanding at the speed of faster than the speed of light). God said it once and the development has never stopped.

Jesus used this principle at a wedding when he caused water to turn into wine. He disregarded the time it takes for grapes to ferment and produce wine. He used his words to bring a future result backward with light.
Whenever you see a miracle or an answer to prayer that you can’t explain, you most likely saw a variation of this law at work.

Kenneth E Hagin got an understanding of this and started saying the life of God in Him was developing his mind and intelligence. In a few days he could read an entire chapter of a history book and recite it verbatim. At the age of 80, he could remember specific dates and times of occurrences from his teenage years without memorization.

How does this apply to your business?

Whenever you understand the principles of a topic thoroughly, you receive illumination or development in that area. At this point you are not guessing. You know how to get the results you want regardless of what others say.
The area you have the most light on is the area you will excel at the most if you are willing to apply it.

I stumbled upon this truth and started listening to and reading people who had results in the areas that I desired. Unknowingly, I moved light years ahead of my present condition and could believe things most people could not. All I did was to understand and speak the revelation I received.
Even in my personal life, getting light on healing changed everything for me. I have used this to simply touch people and they have received healing for their diseased bodies.

This is important, I did not just get knowledge. I went for revelation. I went for understanding.
This is where most entrepreneurs miss it. They need help with sales so they attend one conference or read one sales book and all they get is incremental growth.

They did not seek illumination.

How do you know if you have light in a certain area?

The results you seek will be as clear to you as day. No matter what you see on the outside, you cannot disbelieve the answers you have on your insides.

The major way to get illumination is the Bible. The light in this book is spiritual not mental that is why so many people don’t know how to use it in their personal lives no matter how many times they read it. They think it is a supplementary book to their business books so their minds are darkened to it. My advice is to ask God to open up the Bible to you. Secondly, seek out people who have written anointed books on topics you need development in.

Second way to get quick development is to pick topics you need results in and make a list of books and videos(or content in general) that will give you the understanding you desire. The best books are books by people who already have results because that is proof of their light. You can also read books by authors who have done thorough research and have only presented the facts since their opinions may set you back.

Conclusion

Before I understood this simple truth I only got results incrementally. Today I can personally engineer growth in any area that is important to me. I know that immediately the light comes, the results will follow.
I found out that the most successful people have a unique understanding in areas their competitors do not. They are operating with first principles and not tactics.

The next time you see a successful person reading a book, understand that they are not accumulating words, what they are doing is imbibing speed. They are speeding up their lives, one page at a time.

The right words are containers of light. Drink from those containers and you will see results faster than others.

Categories
Growth

Have you heard of mutual impoverishment?

pic-385x250

It’s a mindset where a person believes that individuals with more money than they do should feel guilty for not sharing their money. It is an unfounded entitlement mentality where a person thinks people, organizations or groups of people owe him just because he has less. I have heard people say “what is that rich guy doing with all that money?”. I say “how is that your business? How about making your own and start distributing it?”.

It is a consumer versus value creator mentality.

Even though I am a hearty giver because of my biblical beliefs, I don’t believe socialism or whatever quasi name people give it is responsible.

I have never expected the government or another person to make life better for me. The responsible man thinks of how he can make life better for others instead of looking for a great big windfall out of someone else’s pocket.

Video Recommendation
https://www.youtube.com/watch?v=st4ricWiRm4

Book Recommendation

1.

 

Buy hereOriginal Intent: The Courts, the Constitution, & Religion

2. American Entrepreneur: The Fascinating Stories of the People Who Defined Business in the United States

 

Sign up for the free newsletter for free training and insights.

Categories
Growth

Increasing Sales And Repeat Customers At A Barbershop Business

Devonte Brown has his hair cut by David McKnight in Sanford, Florida

This past weekend I visited a new barbershop with my brother in law and his son.
I usually look out for the fastest barber in the room whenever I go to a new place for a haircut.
I do this because I think of time like a currency most times.
30 minutes at the barber’s is 30 minutes that can be used to read, work, minister to someone or engage in some other activity that may be more profitable.
Time should be invested and not spent since it’s the same as spending your life.

Anyway back to the story.
This is about how to grow a barbershop business and other life lessons we take for granted.

When it was my turn I proceeded to ask the barber if he could complete my haircut in 10 minutes.
I saw my bro in law cringe a little because he didn’t want us to offend the guy.

The barber(let’s call him Kenny) said he didn’t want to rush it so I sat down anyway and hoped it would take about 20 minutes.
That was terribly presumptuous of me. Lol

In between barbershop banter, charging a clients phone, eating chips(Kenny did not me) and receiving a pretty good haircut, I observed the other barbers in the room and noticed they were simply giving haircuts and letting the clients leave without taking any details to follow up later with other value added services.

After my haircut, Kenny thanked us, took our money and that was it.
Since I teach people how to start and grow businesses I’ll share what I think Kenny and his other mates could have done to increase their revenue.

1. Customer data
My bro in law has been to that barbershop many times with his son but no one knows their details.
Kenny should have taken down our numbers or email addresses.
With these details I would call, text or email the a link to my professional Twitter page or blog where he shares insights on personal grooming, style or creating a personal brand as a young black man.

I say this because Kenny is not just in the haircut business.
He is in the personal grooming, style and image management business.
The more he acts as an expert in these areas, the more credibility he will have.

2. Value Creation And Marketing

I would call or email or text the client every two weeks with facial and skincare tips as well as a reminder to come by the barbershop since I’m sure they may need a shave or haircut soon.
I would recommend(and sell) products such as shaving gels and other skincare products to the client.

Since in this case my brother in law visits this barbershop with his son, I would create Father/Mother and Son packages that cater to parents who bring their sons to the shop.

I would also collaborate with service providers whose services would appeal to young boys.
I may even go as far as selling Star Wars, Pokemon or whatever merchandise these parents usually buy for their sons.

Conclusion

Having the skills to cut hair, build a bridge, write code or whatever gift you are trained in is not enough.
In a barbershop, what determines success in the long run is not the skill alone but the value the barber provides.
The barber who talks to you and advises you on what to do to have healthy hair or skin is ten times more valuable than the one who just cuts your hair.

The barber whose goal is to have the happiest customers will find out which of them prefer longer or shorter times in his chair and will tailor his services accordingly.

Value is only value when it benefits the receiver.

By the way, Kenny spent about 50 minutes on my hair that day.

P.S Here are some Advanced strategies for growing a business.

Book Recommendation: Get it The Ultimate Sales Machine

Did you find the guide useful? Click here 

Please comment below

Categories
Growth

How The World’s Money Supply Is Controlled.

Diamond sorting in the new DTC Botswana building at Gabarone..
There is no true shortage on planet earth.

However, there is a controlled shortage.

The diamond mine owners in South Africa meticulously control the number of diamonds they make available each year. They know diamonds would not be valuable if all the diamonds in the world appeared in the marketplace at the same time. These owners even buy back large quantities just to keep the price up.

The purpose of the oil cartel is to regulate and control the flow of oil into each country. They want to avoid a “glut” (excess supply) so the price won’t go too low, reducing profits. The world’s oil supply is in a constant state of controlled shortage to assure its high price.

Even our food production is in a controlled shortage. In North America, farmers are told which crops and in what quantity to grow them, as well as what to do with the surplus (the amount the government wants to keep out of circulation to keep prices at a “fair market” price). As a result, millions of bushels of grain are stored instead of sold. Many times, the surplus spoils while some people do not have enough to eat.
You see, to the world, the accumulation of money and the maintenance of good, high prices are the main goals.
In your own personal finances, you are also living in a controlled shortage. Right now, the mints are printing money so fast that the presses have to be oiled continually to keep them from catching on fire. That is how fast they are producing money. However, most people are limited to the little bit of cash in their pockets and checking accounts, the meager amount someone else decides is enough. As long as you keep a controlled-shortage mentality, you will not see beyond what is in your pocket or bank account.
You can unleash God’s power and abundance into your financial affairs, and destroy the controlled shortage in your life.
Now unto him that is able to do exceeding abundantly above all that we ask or think, according to the power that worketh in us.


Ephesians 3:20
Now, all of us know how to ask for some pretty nice things. God tells us to ask, and He says He can even supply beyond what we can think. Most of God’s children are experiencing a shortage, but they are causing it by their own limited thinking! When will we open the eyes of our understanding?
God’s storage houses are full to the brim and over flowing with His abundance. He says, “Just ask.”

If we are going to properly finance the outreach of the Kingdom of God, we had better start seeing beyond our own limited supply. We must lift our eyes and look on God’s abundant supply.
For the Lord God is a sun and shield: the Lord will give grace and glory; no good thing will he withhold from them that walk uprightly.
Psalm 84:11

Is money a good thing? Yes, when it is in the control of an informed child of God!

God wants to bless you with the grace of His salvation. God wants to bless you with good health. God wants to bless you with the power, comfort, and gifts of the Holy Ghost. He also wants to bless you with abundant finances!
God is not playing games. Now is the time to bring in the end-time harvest, but we cannot do that without huge amounts of money to pay for the things necessary to reap that harvest: television cameras, satellite receivers, salaries for the workers, church buildings, missionary outreaches. All that money must come from only one place, and that is from the saints of God who have taken hold of the financial blessings God intends for them to have.
Pornographic magazine publishers will not finance the end-time harvest. Big business is not going to pay for it.
It will take huge amounts of money—held in the control of God’s children—to reap the great end-time harvest which I believe is coming very soon.

It is time for us to end the “controlled shortage mentality.” There is no shortage on planet earth. You can have more than enough.

By John Avanzini

Book Recommendation:Get itWar on Debt: Breaking the Power of Debt (Financial Freedom) here

Categories
Growth

The Secret Behind Words And Images

At Babel, a group of people were intent on building a tower but failed. The biblical account on the surface seems to suggest that our Heavenly Father changed their languages. Think about it, if all God did was to give them different languages then they could have used signs or drawn images to illustrate what they were trying to achieve. Even in our time we see huge construction projects being executed by people of several nationalities at the same time. What God did was to confuse their understanding so they could not “see” the same things. He took away their ability to distribute their mental images to each other. That is what communication is. You have a collection of images in your mind which you put in a container known as words and distribute them through speech or some form of oral communication. At Babel, one dude said “bring me a shovel” and his friend thought he meant “wheelbarrow”. Whatever you understand is what you see in your mind. Once you understand it, that image becomes fixed and can control your mind if you let it. Many people allow their thoughts to control them. They say they are speaking their mind but it’s really a collection of images they have understood that they are voicing out. Ever wonder why you can mid-sentence?
It is because as you started speaking your mind realized it had not formed a clear enough image to convert into words.

The mind is a folder. It is a collection of words and images that form our imagination.

How to control your mind and influence people

Have you noticed that you either consciously or unconsciously see a place before you go there? You do not get to the kitchen and say “wow, how did I get here? I thought I was going to the bathroom.” We are not surprised when you arrive at a location because we see the image even before we got there. Our imagination has the power to control our thoughts. This is why you cannot go to a place you have not imagined first.

Images

Images control our minds and then they control the body.

We become what we imagine. The imagination is a collection of images that we have gathered through the education of our senses. What we continuously see and hear forms images. The moment an individual understands what he is hearing or seeing, an image is formed. If that image stays in his mind long enough; his body, life, behavior and thoughts will change to mimic that image. The right images will create the right life.


Words are images

Our minds have the ability to interpret the letters we understand as images. When a friend sends you a harsh message, you read words but the images your mind sees prick your emotions. Think about this for a second:
When I say “black dog!” or when you hear a dog bark you do not see the letters “WOOF”. What you see is an animal. If I said “small black dog”, that image would change immediately in your mind. Knowing this will make you understand why some have rich and yet others possess poor minds. A rich mind is a fruitful one. It is a mind that creates value for the possessor and the world around her. A poor mind is exactly the opposite. The possessor of this mind thinks, believes and does the wrong things on a continuous basis sometimes even when they mean to do right, they end up messing things up. They have believed the wrong things so they end up doing the wrong things. Money, Culture, Environment or background do not play as much of a role as people would like to think when it comes to how much value a person’s mind can conjure. What is most important is what the person sees, hears, understands and speaks on a continuous basis.

Dan Gossett have an excellent book on this topic. Check it out What You Say Is What You Get by Don Gossett (1976) Paperbackhere.

I was speaking to a group of young entrepreneurs a few months ago and mentioned that whenever people expect older people to be wiser than younger people I find it ludicrous. Think about your life for a second. What is one of the major differences between the 17 year old version of yourself and the 25 year old version? Ten years did not automatically mature you. Neither did your physical growth contribute too much to your mental development. Was it your understanding? I believe it was. Did you not know and understand more at 25 than you did at 15 and at age 20? To make this even more practical, do you not know people who are your age or even older who think, make decisions or act like children? Yes, you do.

If my theory is true then you can hack your mental growth by studying, practicing and understanding today what would be expected of someone of your stature in the next 10 years. A 22 year old who is as mentally developed as a 30 year old will be head and shoulders above many of her contemporaries in a short time. The key to speedy advancement in life whether it be spiritual, mental, physical or social is understanding. When you see what others do not see, you can go where they cannot.

Think about Church. Whenever a preacher teaches the Gospel aka Good News i.e Jesus Christ, Love, Faith, Grace and Prosperity, the congregation’s lives are transformed for the better. However if the preacher continuously preaches fire and brimstone, fear, the law and unbelief, his listeners shrivel and become weary. After the service you can tell from their faces that they just took a beating. We sometimes say “I just listened to someone give a speech or teach a sermon”, but that is not really what we witnessed. What the speaker did was to distribute images. We are all in the image distribution game.
This is the same with whatever media, movie, book or TV show you are allowing to preach to you. Whenever I speak with teenagers I am amazed by how most of them seem to have the same images sometimes regardless of their age or background. I will share more insights on how entire nations have influenced by the words they have heard. I am convinced that if you subjected yourself to listen to the right words for 3 months, you could redefine your life without much effort. This is why reading and a value for knowledge acquisition is so important for an entrepreneur.

Conclusion
Your business will mimic your mind. If you poor money management skills, it will be difficult to set and maintain an efficient budget for your business. The easiest way to gather the right images is through reading or listening to people who have a rich collection of their own. Studying people who have successfully done what you want to do with your business will give you a shortcut to success if you will do the right things. I will share more on how to add value to your mind and communicate effectively in a subsequent post but first check out this video and buy this book by Dan Gossett.
Kenneth E Hagin also has a classic that I highly recommend. Get it Right and Wrong Thinkinghere.

Are there any resources you would like to share on this topic? Please comment below.

Categories
Growth

The Psychology Of Business Storytelling And How To Educate Your Customers

hilfiger-billboard

When Tommy Hilfiger was launching his first ad campaign via a billboard thanks to George Lois and Tommy’s partner at the time, he may not have known that his audacious self promotion of himself versus three of the most popular American menswear designers would turn into such a classic example of bravado and customer education. Tommy Hilfiger’s ad not only made a statement, it taught the public that there was another trusted brand in menswear even they did not know it yet.

We like to buy from vendors that we trust. Trust comes from knowledge. We do not trust people or businesses we do not know. The more a buyer knows, the easier it is to spend. This is one reason why infomercials are so successful. They spend a lot of time telling you who, why, what, how and where you can buy their products.

In marketing, education always wins.

This works for healthcare as well as it does in the entertainment and even the retail industry. It is more than likely that you shop at retailers that you are more familiar with than those that you hardly see or hear about. Those who say advertising will cease to exist do not understand human nature. Think of your favorite musician or group.

After you came to like their music, you decided to find out more about them and can probably mention the names of all of their albums. This goes for sports teams and athletes as well. The more we know about them, the more we deify them.
One of the best books on this topic was written by Ogilvy on AdvertisingDavid Ogilvy

Customer education defines the psychology of business storytelling.

The caveat here is that all knowledge is not created equal. Knowledge that we deem as acceptable, favorable or beneficial to us usually holds sway over our decisions. That detergent brand that tells you that Hydrogen Chloride was used in making their products may not cause you to whip out your wallet as easily as their competitor who tells you that they are using natural chemicals that make your clothes looking and smelling whiter, brighter and fresher.

See what I did there? The former was educating on features, the latter on benefits. The former was stating what is unique about them, the latter is stating how their uniqueness is going to impact the client’s life.


How to educate your customers

Start off by making at least 90% of the information about them. Speak to their needs and tell them exactly how your product or service is beneficial to them. If you do not know what benefit your product provides then your customers will not know either. There are qualitative and quantitative benefits. In my practice I may use quantitative measures by saying “I will help you set up recurring income systems that will increase your revenue by 15% in the next 2 months.”

For qualitative I may say “ I will implement 4 marketing strategies that will give you peace of mind and allow you to be able to take one extra week of vacation time this year.” Some businesses thrive better with qualitative over quantitative education.

Nike could sell you on the quality of the rubber soles and the toughness of their padding but it’s more effective for them to sell buyers on how their shoes will help you to be more athletic just like the high jumping, fast running athletes in their ads. I often joke about how hardly anyone knows how many megapixels their smartphone’s camera has because phones are sold more as lifestyle staples than gadgets for techies. The same goes for cars.

I would like to add that even if you cannot find something overtly beneficial to say, you can share awesome facts. Remember this?

At the time, no one was so boldly saying you could hold 30,000 songs in your pocket Information that wows people is good because it will spread by word of mouth faster and more organically.


Another example is in gaming. When I first heard that the Witcher 3 was made by a team, the quarter of the size of their competitors, I was intrigued. I also heard about how their budget was smaller and yet created an RPG that would take at least 200 hours to complete because of how deep it is. There may be other RPG’s that are better but they have not bothered to educate me.

Conclusion

Tell your customers over and over again the following without being boring or overly technical. The better teacher will win even if she is selling something boring. Who would have thought a junk of metal sitting on four rubber tires could be seen as a collectible?

Why you are in the business of retail, food, real estate, fashion, computers, technology et cetera– What opportunities do you have a unique skill set for? Tell us

What you love about your job, products, industry– Share the emotional highlights and why you love going to work every day. This will also attract the right talent.

Your opinions, vision, mission, ideas, concepts and insights. —If growing up near a rice farm gives you a unique insight into Asian cuisine then please go ahead and share.

What products and services are available?— Tell your prospects about all your products. Variety to some people is a sign of how big your operation is and might build trust.

What the benefits of doing business with you are?…

Where they can buy your products–Educate the public on when, where and how your products are distributed.

What materials went into the making of your furniture? –Talk about the grain, the weight, the source, the durability, how it fits into the customer’s lifestyle.

Who else buys your cars and is happy with them–Get testimonials of your clients even if it’s just one person.

How long it takes you to make that shoe, widget, application product and so on.

What happens behind the scenes? Do you have photos, journals, videos or info graphics to share?

Remember, the better teacher will attract more eyeballs and listeners.
Are there any other ways to educate your customers that you recommend? Please share below.

Book Recommendation
David Ogilvy’s Ogilvy on AdvertisingOgilvy On Advertising

Most VIsited Posts This Week
1.About Me
2. Book recommendations
3. Traction Book Review