Listen, when my hair gets long it doesn’t go into that long wavy sexy look. Afraid not. It just goes messy. Ballistic would be a better word for it actually. Curly messy bits stick out everywhere and it’s just a disgrace.
So when someone suggested I try a different hairdresser I went along with it. Sure, the haircut was fine. As good as always actually. And even better it was half price!
So why was I disappointed going there? Well it’s simple. This guy had a shop that looked like he hadn’t updated it in 30 years. I’m not talking about a warm, old fashioned feel. I mean dingy and rundown. The conversation was OK but kind of what you’d expect from someone who’s had the same conversation 20 times a day for 3 decades.
I wanted to go to my other hairdresser. Sure, he cost twice as much. But it’s a really trendy, modern place. You even get offered a beer when you walk in. The staff are funny, conversation’s great. You feel good when you walk out of the place, even though your pocket’s a lot lighter.
Why Do Your Customers Buy?
Often its for a different reason than you think. I don’t want a haircut. I want some fun and to feel good about myself. That’s probably why he’s got 3 chairs constantly full and the half price guy’s almost waiting for someone to come in.
I know an antique dealer down here in Geelong, and he sells fun. You walk in and it’s always a huge greeting from him or his staff. They’ve got humourous things and ideas all the way through. They’re selling fun and feel good too. These guys aren’t stupid.
What are you REALLY selling?
Are you selling fun, enjoyment? Feel good? What about confidence – people want confidence in this uncertain world you know. Sexiness? Respect? A better chance with the opposite sex? Safety? An experience (why do some restaurants charge 5 times as much for the same quality meal?).
This is the key to the big $$$. Find out why they’re coming to you and give them more and more of it. Develop more products and offers to give it in spades. Infuse it in every part of your business. That’s where the money comes from.
All the best,
Hugh Thyer
PS I did say I’d be talking about visual elements in your advertising this week, but this was topical. And I’ve got another article all about what I’ve been up to lately and how it separates the winners from the wanna-bes.
<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>
