Shout It From the Rooftop

By: Dan Kennedy on: November 13th, 2009 6 Comments

It’s funny how problems change.

At one time, my biggest challenge was making money. This year I paid considerably more in taxes than I once had as my hard-to-imagine-hitting income goal.

These days, neither I or most of my clients and coaching members seem to have any trouble in the income department.

The biggest demographic trend we’re all adjusting our small business marketing to is mass affluence. For most of my clients, businesses I’m involved in, and personally, our biggest problem is spending money productively.

Our problems are employees and vendors. I walked into my dry cleaners the other day, and the owner erupted:

“I’ve been on vacation for a week. I may never go on vacation again. A person’s ticket says eight pair of pants. How hard is it to count to eight?

No, they give him his pants and somebody else’s pants.

Wrong clothes to different people. Lost clothes.

Irritated customers.

Today I fired them all. You are looking at him: the only surviving employee here of six.”

This happened on a day I’d just finished hearing from two vendors who couldn’t manage to do anything right. Both in a fight with each other.

One of those days where I became convinced incompetence and apathy have nearly replaced diligence and pride altogether.

If you are in any sort of service business and actually focus on meeting your customers’ needs, are responsive and reliable, you ought to be banking a fortune right now. Most who are, are.

Here’s a small business marketing tip for you: If you are a top flight service provider who actually can be relied on, by all means, shout it from the rooftops, promote with shocking, outrageous guarantees.

Now is the time to leverage real excellence to premium prices, high margins and to magnetically attract the affluent customers for whom lowest price is NOT the deciding factor. They’re all around you, in fast growing numbers.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    6 Responses

    1. Rob Anspach says:

      … the higher I raise my prices the more in demand I am

      and yet I know dozens of competitors who are slashing prices to try to drum up business and they are hurting for work and cant believe I am charging what I am and busy.

    2. Charles says:

      so deep words that hit the core of my biz.
      thank you Dan

      focus on meeting your customers’ needs, are responsive and reliable.
      If you are a top flight service provider who actually can be relied on, by all means, shout it from the rooftops, promote with shocking, outrageous guarantees
      Now is the time to leverage real excellence to premium prices, high margins and to magnetically attract the affluent customers for whom lowest price is NOT the deciding factor

    3. Raising prices is one of the smartest marketing moves you can make!

      No one goes around saying ” I got the cheapest doctor out there for my surgery” …

      Focus on excellence and service… successful people like to deal with other successful people… high earners want to be high payers!

    4. brian says:

      Dan,

      You inspire just about every decision I make in regards to business. I am still waiting for the time when I can look back and think to myself “man the income and success was here all along, what the hell took me so long to find it.”

      I just finished reading “The Ultimate Success Secret” and the most profound statement to me was…”people accept you at your own appraisal”…that is simply golden!

      I look forward to taking you to lunch one day.

    5. It’s amazing to me how many small business owners totally FAIL to “shout it from the rooftop.”

      Example: A contractor with a horribly under-performing, plain-vanilla yellow pages ad enlists my services.

      I ask him “Don’t you stand behind your work? What would you do if someone called you the day after you installed their ___________ and there was some kind of problem?”

      INVARIABLY, the contractor proudly and boldly tells me “I’d go back and fix it, of course!”

      To which I am forced to ask, “Don’t you think you should let somebody know that??? I don’t see anything in your ad about a guarantee.”

      Improving marketing results is just too darn simple when you follow Dan Kennedy’s advice.

    6. Garth "South Beach' Gibson says:

      Why do you still need a dry cleaner?

      Haven’t you heard of wrinkle-free pants?

      I mean if I were a retailer I might buy up all the local dry cleaners
      and just give away free wrinkle pants to everyone that shows up
      with pants to dry clean.

      Even hold a “I Hate Dry Cleaners Day” with added surprise that you the Dry Cleaner actually created it.

      Reason Why?
      ( i am sure you would like this Dan)
      The owner might say.

      I hate my employees!

      At least the riff raff ones so I’m cutting staff.
      But I am worried i might be leaving you my valued customer in a pinch.

      So with the money saved from working with dummy employees i
      am buying you a free pair of wrinkle free pants.

      You see I won’t have the staff to dry clean all those pants anymore and besides
      these wrinkle free pants really mean no-iron for Life.

      So you save on your dry cleaning bill. Saves me the time to whip
      dumb arse employees in shape and gives me more time to serve
      you.

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