Sometimes we are ALL guilty of this. And yes, that includes me too.
We think of our business purely in terms of money. How much net profit this new product will bring you.
A phrase I heard years ago backstage at a marketing event I was speaking at still makes me uncomfortable.
This well-known marketer (who shall remain nameless) was running the event, told me my job was to, and I quote, “EXTRACT as much money from the audience as possible”.
He was dead serious and didn’t crack a smile when he dropped this on me.
I felt so dirty and it was at that exact moment I knew something had to change. I knew I had to start associating with different people. I had to start attending different events. And it was the last time I spoke at an event like that.
It was the main reason I started doing my own events – and removed all the “pitching and selling” from the stage.
I just knew there had to be a way simultaneously make money AND help people at the same time.
so I went on a mission to focus on the needs of my clients. I’m not perfect (not even close), and while sometimes I succeed, I also have failed spectacularly. Looking back, I’ve done and said things I shouldn’t have.
But slowly, the books I read started to change. Instead of books about “persuasion”, I started to read more autobiographies from well-respected and admired people. More books about social entrepreneurship. And as far as I could tell, none of these successful people created their wealth by selling WSO’s (sorry, I couldn’t resist!).
The more businesses I studied (and the more I implemented fundamental change in my business), the clearer things became. And the answer is simple.
During every step of your business process (product creation, copy, customer support, etc.), ask yourself if you are truly HELPING your clients and customers.
That’s it. Are you helping them?
Take the money out of the equation. Are they simply better off by investing their money in your products & services?
If you saw your customer across the street, would you dart across to see how they are doing because you know they’d be happy to see you (or would you run for cover – knowing full well you did them a disservice by selling a shoddy product?).
I’ve literally seen marketers HIDE from former customers because of how they treated them. I met one marketer at an event – and he says to me, “you see that guy over there, he paid me $25K for coaching – and I have to avoid him”. When I asked why – he said the guy didn’t make a dime and keeps on bugging him.
I wish I was making that up. And I wish it didn’t happen as often as it likely does.
But you can avoid that. It’s the little things you can do to help your customers and show you truly care.
If you are just starting out and selling two or three ebooks a day, why not pick up the phone and CALL your customer to see how they are enjoying the ebook? And to see if they have any questions.
I’m not talking about an upsell into a coaching program – I’m talking about a simple phone call. Just like you’d do for a friend with no hidden agenda.
You’d be amazed the bond formed and as a side benefit, how much insight you’ll gleam into your customers. This will assist you in created more great products and services to help them on their journey.
So few people do this, you’ll instantly stand out from the crowd. And more importantly, you’ll show your customers how much you care.
Watch this short video and feel those “warm and fuzzies” before you create your next marketing campaign. It’s the power of “helping” and I guarantee it will put you in the right frame of mind:
P.S. Here’s my offer of help to you. It just might change your life.