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I’ve been listening to a lot of radio recently. Especially talk radio. It’s a good way to keep your finger on the pulse of our culture. Flip between conservative, liberal, “middle way,” Christian and any other stations you can find on the dial, and in just a few hours you know how most of the country thinks.
Listening to the radio also has me listening to something else.
Radio advertising.
On the radio you find a lot of direct response marketing — a little hook to get you interested, along with an offer and a call to action. In fact, I think radio has a higher ratio of direct response to brand marketing than any medium other than the internet. Which alone is another good reason to listen to radio, if you’re in marketing and advertising. There’s a lot of great inspiration.
But that’s not the only reason I’m writing to you today.
I want to tell you about which type of radio advertising gets results!
It’s been known for a long time that editorial-looking advertising in newspapers and magazines get 5X higher readership. And when responses are tracked, the difference in response is similar and sometimes much greater.
So… Shouldn’t the same work for radio advertising?!
… (Dramatic music) …
It does!
Here’s two ways to take advantage of this.
1. Come up with a script for the host of the talk show to read during a commercial break (or better yet, record, send to you for approval, then play during multiple commercial breaks!). This script should go something like this:
“Hi, this is [host name] back with an interesting discovery I made recently. I don’t know if you’ve dealt with [insert problem here] recently, but it’s something I’ve had personal experience with. And I’ve found that [insert product name or solution description here] from [insert your company name here] was able to help me pull through. In fact, [give a very compelling statistic or other proof element here].”
“They’ve put together a 30-minute CD explaining how you too can overcome [problem], including a really important tip regarding [small but important part of solution] that you can apply to ["feel better"/"make more money"/"live a better life"] right away with very little effort.”
“You can get the CD by calling [insert your phone number here]. That’s [repeat phone number]. Again, this is [host name] telling you to call [your company name] to get a free 30-minute, content-rich CD on how to deal with [problem] — their number is [phone number] and you can call 24/7 to leave your name and address to get your free 30-minute CD.”
One huge benefit of this approach is you inherit the credibility of the show’s host, and all you have to do is ask (and usually commit to a certain amount of advertising budget — but be sure there’s a clause that says you can get out of this commitment the moment the advertisements stop working).
Another benefit is because the advertising is done in the voice of the host, most listeners will think the show is coming back on, and listen long enough to absorb the brunt of your advertisement. And those that are interested in the topic or need the problem solved will listen long enough to hear your offer. A high percentage will respond, too.
2. If the host is not available or will not agree to read your advertisement, all is not lost. You can get another recognized name (celebrity) to read the same basic script, with almost equal results. This borrows the celebrity’s credibility, and it’s often hard for the listener to identify up front if this celebrity is a guest on the show or if this is an advertisement. So you’ll get listeners and response.
3. If you’re not able to get or afford the host or another celebrity, one more choice is to make your advertisement sound like an urgent news broadcast. A low-price voice-over actor will work to read the script — as long as they’re convincing as a news announcer in the context of the surrounding program. Leave out the hype — you don’t want your advertisement to actually sound like an advertisement, it’s supposed to sound like news content.
4. Finally, treat yourself like a celebrity. By this I mean get on the radio yourself (meaning, record your own advertisement) and tell about your personal story of dealing with the problem and what you’ve done to create a solution… Because no solution out there was quite good enough for you. Again, invite listeners to call for more information in the form of a 30-minute content-rich CD.
The key to making any of these strategies work is to make them sound as much like helpful editorial as possible.
Advertisements have music in the background — important editorial is voice only. So pick voice only.
Advertisements sound excited — important editorial sounds serious with a need to communicate. So sound serious with a need to communicate.
Make all your decisions on the basis of…
“How can I make this sound more like an important editorial announcement up until the point we’re asking for action?”
Then make it easy and painless for listeners to raise their hand and express interest, by doing something such as requesting a free CD and information packet.
That’s how you’ll create effective radio advertising that sells!
There are three areas a business has to succeed to be healthy in the long term.
Managing people.
Managing product lines.
Marketing/sales/business development.
Managing people means keeping workers happy without letting them control the business decisions. Especially when it could be detrimental to the business. Organized labor has too much control over Detroit’s big three and have developed non-sustainable demands — they are literally choking to death the companies they rely on.
Toyota and Honda have fended off union control so far. (Keeping employees happy goes a long way.) That’s one reason they’re not in the same mess the others are.
If your business is good at managing people, you’ve succeeded at one of the three pillars of business success and are unlikely to need a bailout like Detroit’s big three.
Managing product lines means finding out what flush, hungry mobs want and giving it to them. In this green, energy-conscious world with gas prices spiraling out of control, there’s a new Hummer. Enough said there.
VW won with the ugly, cramped little Beetle when the cars of the 50s and 60s were mostly gas-guzzlers and people were looking for something different. And Honda and Toyota are mostly on target with their high gas mileage, environmentally friendlier cars. Small is big now, and if Detroit is slow to recognize that and react to the market it’s not taxpayer’s responsibility to bail them out for their poor product choices.
When’s the last time you looked at what flush, hungry mobs were asking for, and gave it to them? It’s a valuable thing to do…
Marketing, sales, and business development means taking a product that was created for a specific market, and introducing the market to that product. Then asking for the order. Not a fancy commercial produced to win advertising awards with pop-ish music and fancy graphics.
Sure, it makes you feel good when your ad agency takes you out for a $1,000 steak dinner because they won an award on your dime (and then charges it to your company in a transaction you’ll never see), but is this really growing your business?
How about a few commercials with a reason why I should prefer your product over every other one available in the marketplace, tied with benefits of buying your product and doing business with you, and finally tying in the commercial with something going on at the local dealership right now, such as an event I can go to? It’d be a start in the right direction.
I don’t have much sympathy for failing automakers. I feel sorry for people who feel they have no control, and who may lose their jobs when those companies go under. But we can’t get into the habit of propping up companies who fail on so many levels, just because the company is big. Then nobody learns and the cycle continues.
Just got notice today of a new tool from Google. It’s designed to help you identify keywords you can use to generate new SEM traffic, that you’re not taking advantage yet. But there’s another (almost secret) use this tool has.
Spying.
You see, you can enter any website into the tool and see the 100 most-commonly searched for terms that match pages on that website. You don’t have to be the website owner to do this. So you can search on your own sites. Or a competitor’s.
The ability to search on other peoples’ sites or sites you don’t have AdWords accounts linking to may be removed, if Google gets wind this is being used to gain competitive intelligence (none of the promotion materials indicate that this is what the tool is for). So use it now while it’s available.
If you haven’t changed the way you speak with customers and potential customers in the past 6 weeks or so, you better.
Or this recession is going to turn into something much, much nastier for you. (This headline from yesterday is telling: “Soros says deep recession inevitable, depression possible.”)
Take this lead for a letter I’m writing for a product that has nothing to do with investing or the stock market:
It’s no joke. We’re in tough times.
As I write this, the Dow’s been pummeled — it’s down 59% off its 52-week high. Major tech player Cisco’s stock is down 54%, despite sales increases. Microsoft is doing worse than Cisco — down 56%.
The banks that aren’t bankrupt yet are too scared to lend. And all our houses seem to be losing value by the day.
And the economy’s biggest gurus are saying we’re either headed for recession or depression.
Is there any bright spot?
Listen.
All this crap going on with the economy is what’s on people’s minds. It’s on your mind. It’s on my mind. And it’s on our customer’s mind. It’s likely these last 6 weeks or so have been hard on your business. And the next few months aren’t going to be easy either.
(It’s a completely normal human reaction to cinch those purse strings tourniquet-tight when you’ve just lost 30% to 50+% of your nest egg. That’s real dollars, folks — most of your customers have lost between $10,000 and $100,000 in the past 6 weeks.)
But now is also a time of incredible opportunity for heads-up marketers and sales people.
Right now you can bring your tribe, your group, your teeming mob in close.
You can speak to them in the language they’re using. You can continue the conversation going on in their head right now.
And they will listen.
They will bond with you.
And they will, sooner or later, buy.
It may not happen in a flood once you connect with them. But building rapport by sharing in their sorrow now — saying “I understand you” without saying it directly — will lead to more sales sooner.
You’ll get the rebound purchases and “stretching the budget” buys that putz marketers still singing jingles like everything’s okay won’t get until things are actually okay again.
Sure, the great depression sucked.
Murderously high unemployment (yes, people died). Failing banks, businesses, and financial futures.
It changed the way an entire generation looked at jobs, money, employment. And then sent shockwaves through the generations as everyone adjusted and reacted to the norms the great depression created.
But even in the midst of the great depression smart companies were growing.
New companies exploded in new profits.
And there were many who actually lived well —
Still eating at fancy restaurants…
Still driving fancy cars…
Still buying fancy houses…
(And actually living within their means while buying these — but that’s another topic for another day.)
There is a calm in the chaos, and opportunity in the desert. It just takes some thinking on your feet. Some adjusting. Some taking a moment to lift your head up, surveying the landscape, seeing where people are still hungry and ready to invest in a good, reliable way to satiate their hunger.
Don’t make the mistake of acting like nothing is happening. Because things are happening. And they’re huge.
Now you get to decide what impact it’ll have on you.
Most people know GoDaddy.com for their raunchy Super Bowl ads and don’t realize how much advertising it really takes to make them as successful as they are. And they’re no chumps when it comes to advertising either.
What I didn’t know about GoDaddy.com is how much CEO and founder Bob Parson’s philosophy of advertising lines up with mine.
Watch this video and learn his 9 rules for advertising that works (I’ve included my notes below):
GoDaddy.com CEO and Founder Bob Parsons’ 9 Secret Rules for Successful Advertising
Start small. Don’t blow a fortune on advertising that hasn’t proven itself in smaller tests first.
Exit strategy required. Don’t get yourself into a situation where you’re locked into an advertising contract when the advertising isn’t working. There are plenty of places to blow your budget. Take your advertising dollars elsewhere.
It works now or never. If your advertising isn’t bringing returns today, don’t believe the ad salesperson when they say, “Customers won’t respond until the 7th time they see it.” Sometimes customers will, sometimes they won’t. But if your ad works today it’s certainly worth running again.
Effective advertising pays for itself. If you can’t trace returns on advertising to prove it’s paying for itself within days or the first couple weeks, it’s not effective advertising. Even GoDaddy’s Super Bowl commercials play this out — I read once that each time GoDaddy has run a Super Bowl ad they’ve been able to attribute a significant long-term increase in business to their campaign.
Measure and test. This is critical for that last rule to work. If you’re not measuring you don’t know what’s effective and what’s not. And testing lets you compare what works and what doesn’t and apply your learnings for future success.
Effective advertising must be coupled with a good ordering process. Whether it’s your website, your sales call center, or customer service, the customer must feel comfortable responding to your advertising and placing an order. You can kill the order as soon as you thought you had it by failing here.
Make it stand out. To be effective your ads have to get noticed. And to get noticed they have to stand out. Whether you go the bikini-clad women route of GoDaddy.com or choose another method of standing out is a personal and business choice. But no matter what you choose, this rule is crucial.
Controversy is good. GoDaddy.com has found that about 15% of Super Bowl viewers are offended by their advertising. But that’s why I’m talking about past years’ commercials right now in mid-November. Because controversial draws attention and gets remembered. And… As Bob said… Controversy has translated for them into sales — the most important figure to track.
You can’t please everybody. Try to be all things to everybody and you’re nothing to anybody. Find your tribe, your raving fans, your teeming horde — and serve them well. They’ll serve you well in return.
As a player in the local adult hockey league, I occasionally get emails from the league coordinator. And a recent email he sent was accidentally one of the best marketing emails I’ve seen in a long time. I got his permission, and I’m going to break down why I think this is such a powerful marketing email for you right here (using Gary Bencivenga’s “Problem, Promise, Proof, Proposition” Persuasion Equation).
First, the email itself:
Subject: How drop-in helps your game!
Players,
A glance at the 1st weeks stats shows 7 of the top 10 scorers are regular drop-in attendees! Getting sharp on your skills on Thursdays turns into goals and assists on Sundays and Mondays!
Tomorrow is our next drop-in at 9pm-10:15pm. Should have two goalies and lots of skaters, come join us regulars and get your game revved up!
jon
Now here’s why I think this is such a powerful email.
First, let’s look at the internal motivation and emotional state of people who get this email. For most of us, our pride is on the line when we play. We want to win, because we’ll feel good about ourselves. We don’t want to lose, because we’ll feel crummy. And we know the more goals we score, the more likely we are to win.
So here’s where it gets interesting. Proof.
Proof is the hidden factor in the world’s most successful marketing.
I say hidden because most people skim right over it, even as it builds the credibility of the marketer in the reader’s mind.
Plus it’s hidden because most marketers don’t know to include it. And when they do know, they’d rather make a stronger promise than do the legwork required to dig up proof showing they can live up to their promises.
That’s why so much of the marketing you see is stuffed to the brim with promise after promise, with little proof backing it up.
It’s not the number of exclamation points!!! Or ALL CAPS… It’s the overwhelming number of promises — coupled with a proof vacuum — that make most advertising look like empty hype.
But one good solid proof element, coupled with one strong core promise, and your advertisement packs a wallop.
So where’s the proof in this email?
It’s in the first line: “A glance at the 1st weeks stats shows 7 of the top 10 scorers are regular drop-in attendees!”
You can deduce the connection there but let me put this in perspective. There are 6 teams, with 10 possible goal scorers on each team. That’s 60 players. Each week’s drop-in can have up to 20 skaters. So 33% of the league — max — can be a regular drop-in attendee. The real stat is probably closer to 15%. But they made up 70% of the top 10 scorers.
The point is driven home with the next sentence: “Getting sharp on your skills on Thursdays turns into goals and assists on Sundays and Mondays!” That reinforces the proof element, plus contains a promise that if you come to drop-in hockey, your games (played Sunday and Monday) will benefit for it.
But… Let’s not forget the pulling power of a strong promise.
Which takes me back to the subject line: “How drop-in helps your game!” That simple “How to” headline set up the promise for the entire email — which was paid off as soon as you opened the email. (A good way to break through the clutter and ensure your marketing gets read is to make it valuable and telegraph the value in the headline — or subject line, in the case of an email.)
There’s an implied problem that your game is never as good as it could be (an absolute guarantee up to the highest level of sports). The promise is that coming to drop-in will help you play better. The proof is that 7 of the top 10 scorers come to drop-in regularly.
And finally, what’s the proposition?
The proposition of this marketing message is that you should come to drop-in tomorrow from 9pm to 10:15pm. The people getting this email know where it’s at, and that it costs $10 to come. All they need is a reminder that it’s happening, and many will go.
And for a final push
You never know with drop-in if there will be enough players and goalies to give you a real-game scenario. So this email concludes ensuring that there will be enough goalies to play, plus enough players that you won’t be stuck on the ice until you’re dog-tired. And it reinforces the promise. All in a single sentence: “Should have two goalies and lots of skaters, come join us regulars and get your game revved up!”
This email is also a great example of how short copy can pack a punch, as long as it hits all the points of a good marketing message. If your market knows you, and the basics of your offer, sometimes all it takes is a little push to get them over the edge.
Which is exactly what this did — because I know that drop-in session after this email was full!
I popped over onto Michael Fortin’s CopywritersBoard this morning and saw a hot thread going in the forums there. The question from Steve aka. Ravedesigns was:
Hey guys,
So I’ve been wondering for a while which is the best approach to take when writing sales copy – talking mostly about what prospects gain from using your product or service – or about what they lose by not using it?
Personally I’ve never been a big fan of advertising that says in effect “all these bad things will happen to you if you don’t take advantage of what we have to offer” so I’m not crazy about writing stuff that’s mostly negative – but I’ve got to wonder if one approach works better than the other?
Have you come across any tests to indicate which is best, or do you know of any marketers/copywriters that say one works better than the other? Do you have any personal experiences using one or the other approach?
I’m curious to know your thoughts – thanks!
Steve
Here’s the answer I came up with — what do you think?
This reminds me of an interesting study I heard about that analyzed how people valued items — both when they didn’t “own” them yet, and after they did “own” them. (I use quotes because it’s hard to simulate ownership in a lab… regardless, keep reading.)
Participants were split into two groups. Each person in the first group was not given a coffee mug — they were just told to sit in a room. Each person in the second group was given a brand new coffee mug as a “thank you” for participating and also told to sit in a room.
Here’s what happened.
The First Group: For those who were NOT given a coffee mug, they were told to approach one of the researchers with the same style of new coffee mug, and try to buy it from the researcher. In order to buy it, they’d have to set a fair price. The group who did not yet own the coffee mug set an average value of $3 on the coffee mug as they tried to barter for it.
The Second Group: Those given a new coffee mug were approached by a researcher who wanted to buy their new coffee mug off of them. Asked to set a value for the mug, this group’s average value for the coffee mug was $20 — nearly 7 times what the first group valued the mug at.
Our lesson?
Something that is “owned” is valued much higher than something which can be gained. Which ties back into fear of loss and desire for gain because fear of loss applies to something which is already owned, desire for gain doesn’t. So from this research (and others cited above) fear of loss is the winner — no matter how we as copywriters feel about it.
Of course, testing is always in order. Because maybe you just write enough better copy around desire for gain vs. fear of loss that for you, desire for gain means more effective copy.
Bonus: How to apply this in your copy…
You want to put your customer in a psychological position of ownership right away. Then, they won’t want to lose the ownership role. Here are some ways to do that:
One idea is tell the story of what your prospect’s life will be like once they’ve accepted your offer. Make them imagine themselves in a situation where they’re already the happy owner of your product — then tear away that vision and tell them the only way they can get it back is to buy right now.
Another option is to pull John Carlton’s recommendation of “I have an account open for you here, and I’ve put $50 in it. The money’s yours as long as you use it on a purchase of…”
Third, get the product in their hands using Gary Halbert’s incredible offer of “Send me a check post-dated 30 days, and I’ll send you the product right away. Take those 30 days to decide whether the product is right for you. If you don’t send it back, I’ll assume you’re happy and I’ll cash the check once the 30 days are up. If I do get it back I’ll write VOID real big right across your check and mail it back to you. Either way, you have nothing to lose by ordering now.”
Those are just some ideas, you’re a creative bunch so I’m sure you can come up with your own as well.
I wrote it fast so it’s rough around the edges… but the idea is rock-solid. Try it in your business, and let me know what you think.
If it feels like you’ve hit a brick wall when it comes to business development, you may want to read this carefully. It’s not a long message, but it’s a reliable way to increase sales and grow and expand your business.
The first time I leveraged this opportunity, I created over $40,000 in new business almost overnight — in a company doing $10-15,000 daily. Not a huge bump, but big enough to get noticed. And to tell me this opportunity is worth paying attention to.
And the best thing about it is that it doesn’t require any special skills. It’s just a matter of “start doing here what already works over there.”
Let me explain.
In business development, it’s easy to relax into the path of least resistance. We get good at doing our thing, in our area.
If we do direct mail, we do direct mail. If we market online and through email, we market online and through email. If we’re in a telemarketing operation, we’re telemarketers.
Sure, we can get incremental improvements by getting better at what we do.
Make our current direct mail efforts better. Optimize our landing pages. Write better subject lines. Create a better telemarketing script.
But we’ll get to a point where it’s hard to get better… Maybe you’re there already.
Your direct mail works well. Your emails get opened, and read, and responded to. You close a high percentage of telemarketing calls.
So what next?
Here’s the business development secret — the most reliable way to take any one of these operations and increase sales significantly, even after they’ve been optimized.
Sell through a new channel!
If you’re in a direct mail company, try driving your customers online where you can follow up through email. If you rely on telemarketing, why not prime the pump with a first-class letter a few days before your call? If your only contact with customers is through email, why not surprise them with a personal letter in their mailbox inviting them to try your more complete solution? (That’s where I “created” the $40,000 opportunity I mentioned above.)
All you have to do is take the message that works well in one medium, and translate it to the next. The fundamental persuasive message doesn’t need to change for you to grab attention — just the way you present it!
It’ll work remarkably well, I promise.
There are a couple reasons this works:
It catches your prospect off-guard, getting enough attention for your message that your prospect may catch and digest some of it. (Which is perhaps the most important consideration in this 21st Century marketing environment.)
None of your competitors are using this new channel yet. You’d be surprised how many business people will never test a different selling channel because “nobody in the industry does it that way.” Dufus! (Not you or I… Just those other business people that have fallen prey to this thinking at one time or another.) That’s why this new approach is going to be so successful. BECAUSE nobody else is doing it.
So… If in today’s environment you want a reliable business development opportunity… Get out of the old, and into the new. Test a new channel for selling your product or service.
Even if nothing else has worked to increase sales, this could double your business.
Good sales approaches are rooted in psychology. Specifically, the psychology of the buyer.
Not, “How can we manipulate them to make them buy?”
But, “How can we map our sales process to our customer’s buying process?”
If you get this right, the sales process is simplified. You don’t have to work hard. And the customer doesn’t feel like they’ve been “sold to.” (A huge taboo for today’s savvy consumer.)
So…
Here’s an inside look into your customer’s mind, as they buy from you (or your competitor)…
And how you can map your sales process to your customer’s buying process… and…
Make more sales with less effort!
Step 1 of the buying process: Recognizing the need/want. Neither you or I will be happy about buying something (or even shopping for it) until we know we either need or want it. Neither will our customers. So, if your customer doesn’t know they need or want what you’re offering, the first step is to inform them of the benefits of what you offer. (Or, better yet, find a hungry mob who needs/wants what you’re offering and is ready to pay for it.) Then, once they’ve decided for themselves that this is a need/want they have, they can move into…
Step 2 of the buying process: Getting motivated to buy. Getting motivated to buy happens before buying happens. It’s when you hop in your car to go to the store. It’s when you actually start reading most of the copy in that long sales letter or advertisement. It’s when you look for the order form. But getting motivated doesn’t mean you’ll buy. It just means you’re going to start taking action leading toward the sale, which leads to…
Step 3 of the buying process: The “Do It” Decision. Now you’re in the store, item in hand, heading for the cash register. You’re filling out the order form. You’re calling the sales line. But you haven’t ordered yet. And a sale is a fickle thing. So getting here is no guarantee the sale will be closed, unless things proceed to…
Step 4 of the buying process: The Convincer. Even once you’ve made the “Do It” decision, you haven’t bought yet. You’re just trying the purchase on for size. You’re seeing if it fits you. If it does, the sale is made. If the purchase doesn’t fit you — even though you’ve already made a decision — you could easily back out. Even a mind that’s made up can be changed. But once you’ve been convinced, the sale is final as long as everything happens correctly in…
Step 5 of the buying process: Reassurance. So you recognized a need/want. You became motivated to shop. You found the right product. You convinced yourself (and others may have helped) that this is the right product for you. The decision is final. Maybe. As long as you can be reassured it was the right decision. At this point you may have already bought the item. But… The store does have a return policy. The mail order company does have a 60 day guarantee. So you have to know it was the right decision. You can be reassured by yourself. You can be reassured by the sales person. You can be reassured by your spouse, your friends, your family. But you have to be reassured or the sale isn’t final. Once you are reassured though, the sale is a done deal. You’ve concluded your buying process. The business has completed their sales process. And everything is good.
An important point to consider here is that cash can change hands at any point in this cycle. But the sale isn’t final until the customer has gone through the entire buying process.
And in any selling/buying situation any one of the steps may bleed into the next, or happen so quickly you think it got skipped. Not true. This process happens in every process where someone has to “buy into” an idea, or ownership.
It’s worth paying attention to. It’s worth knowing. It’s worth trying for yourself by integrating into your sales process. And then when you see the results you can send me a thank you card, reassured that this was the right strategy for you.
In search especially, people want what they want and they want it now. Google is constantly working to break their own speed records by giving users their search results even a fraction of a fraction of a second faster.
They tested networked PCs vs. powerhouse servers and found they could serve search results faster with the networked PCs. So they use networked PCs.
The old search algorithms were being pushed to their limits, so search couldn’t work any faster (or so said others). So Google re-wrote their search algorithms.
They’ve shaved every bit and byte and computer decision away until they’ve become a lean, mean, search-serving machine. And arguably the fastest search engine on the planet.
But how does this apply to your business?
First — how fast do customers get product after they order it?
I recently was given the choice between a couple places to buy a book and my deciding factor was based on shipping time. One gave a free upgrade to priority shipping, while the other shipped ground when you paid for ground.
Guess which one I chose…
That’s right — the one that delivered my book faster.
Look for ways to deliver your product faster — even, I’d argue, if it cuts slightly into your profits. It will build customer loyalty and increase the lifetime value of your customer.
Maybe all it takes is adding an overnight delivery option, that the customer can optionally pay for. The customers that want instant gratification will pay for this premium and be happy about it.
Some service businesses may have trouble figuring out exactly how to do this.
But think of this. Some auto mechanics offer an “oil change while you wait” vs. you having to drop off your car in the morning and pick it up at lunch or at the end of the day. Some even change your oil without you having to get out of your car. Which is more convenient? If the price is the same, which do you choose?
If you’re providing business consulting services, maybe you offer an on-site intensive session early in your relationship with a client. That way, you can give them actionable strategies they can start applying right away, while you go back to your office to develop a more thorough plan for their business.
Just use a little creativity and look at ways you can give the client or customer the gratification they need sooner.
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