Are You Doing This & Giving Away Sales In The Process??

20 replies
I spent some time this week working on a buddy's website.

He runs a very part time cleaning business and a few weeks ago made his very first website.

Here is how it looked:



It flat out sucked.

But he's broke - has less than zero money to invest in his website - and no time or desire to do it. In short he's just like the 85% of small business owners out there.

Well I couldn't let that happen so I went to work getting his website redesigned:



I'm sure we all agree that the after is MUCH better looking then what he had.

I also did a few other cool things I'll tell you about later to the website.

Today I showed it to him.

He was blown away. He couldn't believe how awesome it looked.

He was almost speechless. He kept saying "man I don't know how I'll ever repay you for this."

Not mention he was asking a ton of questions that made it clear that he was in awe of what I had accomplished.

A highly impressed client if there ever was one.

Then he asked me how I did it.

Being a friend - I told him exactly how I did it.

I explained it step by step, including telling him that it was 100% outsourced.

That's when it all changed.

His vocal tone and everything.

He went from super excited and impressed to just barely alive.

What changed???

I gave away my "magic".

I made the same mistake many of us make - I let him see behind the curtain and showed him exactly how NON magical my work was.

It happens all the time.

Several years ago there was a guy at the fair selling these things called pocket snails.

They were this little piece of fuzzy fabrics that he could do anything with.

Make it walk, fly, crawl, stand up, sit down, and more.

I was impressed and before I knew it I was reaching for my wallet.

I spent my 10 bucks and ripped the packaging open.

Turns out it was nothing more than some invisible string attached to this furball that made it all possible.

I threw it away before we even left the fairgrounds.

Why?

I knew the secret. I knew the magic. It went from exciting and interesting to boring and lame in a nanosecond.

The same thing happened with my friend today.

So I am telling you, for Godsake, no matter what you do in your business - DO NOT GIVE AWAY THE F'ING MAGIC.

Let your customers be impressed.

When they press you for details - be vague. Tell them your team spent hours putting it together and making sure everything was just perfect. Don't lie or anything like that but whatever you do - don't tell them the truth.

The truth in this case is boring and unimpressive.

Your customers don't want to hear it - they want the results, they want to be wowed, they want to see the magic show without looking behind the curtain.

Heed my advice - if you do show them the behind the scenes stuff their respect, admiration, and desire to pay you what you're worth - goes in the toilet.

Talk soon.

Tim
#stop
  • Profile picture of the author Mark Riddle
    Tim,

    I totally agree, letting anyone see what is going on behind the curtain not only do they see its not magic, but it tends to make them feel foolish for not knowing even when its a field they know little to nothing about!

    Mark Riddle
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  • Profile picture of the author Jay Rhome
    I'd say as we like to learn we also like to teach. But yes, it often is a big mistake. Keep the magic, and they keep getting back to us. Not in my "natural" mindset, but I've learned again and again to do it or get burned. Nice thread subject.
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  • Profile picture of the author PaulMark
    Like this post, Tim.
    Appreciate that contrast of what was and what you did (visually).

    Also like that "magic" assessment.
    People are amazed with what they don't understand... even if it's easy.

    Good stuff... as usual.
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  • Profile picture of the author Doran Peck
    Yes...and the more you reveal and explain....the more they start to think "How much of this can I do myself"

    and as we all know...the reason why most small businesses suck at marketing is because they are trying to do it all themselves.

    Tim that was a great point made with a great example.
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  • Profile picture of the author plmitchell
    For the last thirty years I have specialized in off-line marketing my consulting business. I have discovered that my clients want not only quick results but to learn the methods so that the improvements can be sustained. I break my offer into two parts accordingly. 1) Get them the results 2) Teach them how to do it. This creates a lot of referrals and continuing work as they constantly return to me for further information and training. Because I have an abundance mentality, i have no problem sharing my secrets.
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    • Profile picture of the author TimCastleman
      Originally Posted by plmitchell View Post

      For the last thirty years I have specialized in off-line marketing my consulting business. I have discovered that my clients want not only quick results but to learn the methods so that the improvements can be sustained. I break my offer into two parts accordingly. 1) Get them the results 2) Teach them how to do it. This creates a lot of referrals and continuing work as they constantly return to me for further information and training. Because I have an abundance mentality, i have no problem sharing my secrets.
      I don't have a problem sharing anything.

      But customers don't care.

      They want results.

      They want skinny without the workouts.

      Good food - with no fat - and tons of taste.

      People are busy, they have businesses to run. They don't care about changing photos.
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    • Profile picture of the author Bruce NewMedia
      Originally Posted by plmitchell View Post

      For the last thirty years I have specialized in off-line marketing my consulting business. I have discovered that my clients want not only quick results but to learn the methods so that the improvements can be sustained. I break my offer into two parts accordingly. 1) Get them the results 2) Teach them how to do it. This creates a lot of referrals and continuing work as they constantly return to me for further information and training. Because I have an abundance mentality, i have no problem sharing my secrets.
      This is interesting, I'm surprised you find that.

      My experience has been the customers who want to know how I am doing everything, end up being a lot of trouble. They take up too much time, and as Tim said, once they know some of the 'secrets', I don't seem so special to them. I've had to tell some in the past, that 'teaching' them to do this, won't be as productive for them as just running their business.
      _____
      Bruce
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    • Profile picture of the author roypreece
      Originally Posted by plmitchell View Post

      For the last thirty years I have specialized in off-line marketing my consulting business. I have discovered that my clients want not only quick results but to learn the methods so that the improvements can be sustained. I break my offer into two parts accordingly. 1) Get them the results 2) Teach them how to do it. This creates a lot of referrals and continuing work as they constantly return to me for further information and training. Because I have an abundance mentality, i have no problem sharing my secrets.
      I agree with this, but I make it two different sales. I get the results, and then offer for a much bigger fee to show them how to do it.

      And I won't show them how to do it during the first sale. Once that's complete, I say: "Give a man a fish, and you feed him for a day ... teach him how to fish, and you feed him for life

      Would you like me to teach you how to do this? The fee is $XX and it will take ZZZ hours?"

      Some do, some don't, but by demanding payment for 'teaching the magic' It becomes clear that the knowledge itself is worth money -- it's not to be despised.
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  • Profile picture of the author SamyE
    This business is as much about the "theatrics and magic" as well as the technical behind the scenes work we all do.

    Take any sports car, pull apart the engine and you will have a bag of parts, bolts, and a few quarts of oil. Take those same parts put them together and you got a Porsche.

    Mozart created works of musical genius even though all the notes were already there. He just took them and used them differently.
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  • Profile picture of the author cashmagnet
    Tim its great your sharing possible downers that we should all avoid we can all make mistakes you are ahead of many and still learning from experiences, I totally agree let them perseve the highest possible magical value of your work and nothing less, not even friends! It may be easy for us now but remeber all the years of learning what we know we are worth much more, we are the key.
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  • Profile picture of the author madison_avenue
    The same also applies to your outsourcers too, keep as much of the "complete process" covered up as possible. Outsource segments which you pull together, exaggerate and blur your contribution and pull everything together.

    Don't hand over you whole business model to an outsourcer to back engineer.
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  • Profile picture of the author Qamar
    but I like your friend's original website...so cute..:} LOL!!!
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  • Profile picture of the author MaxReferrals
    Good job man.

    Rule for business and life: Always do MORE than what's expected of you.
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  • Profile picture of the author xlfutur1
    Great post Tim and right on the money too.

    The thing is though that most of us have spent years learning how to get "behind the magic". In other words, we all learned Wordpress, and SEO, and autoresponders, and outsourcing, and building lists, and dozens of other things. Heck, I remember when I didn't know what FTP was and when I did figure it out I didn't know what the public_html folder was!

    So what your friend really didn't get was all of the years you spent learning how to make it SEEM nonmagical. If he tried to do what you did, he would still be trying to figure it out and be asking you questions.
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    • Profile picture of the author TimCastleman
      Originally Posted by xlfutur1 View Post

      Great post Tim and right on the money too.

      The thing is though that most of us have spent years learning how to get "behind the magic". In other words, we all learned Wordpress, and SEO, and autoresponders, and outsourcing, and building lists, and dozens of other things. Heck, I remember when I didn't know what FTP was and when I did figure it out I didn't know what the public_html folder was!

      So what your friend really didn't get was all of the years you spent learning how to make it SEEM nonmagical. If he tried to do what you did, he would still be trying to figure it out and be asking you questions.
      I agree.

      I did however get a thank you note and gift card to the local steakhouse.

      Not a total loss I guess ;-)
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  • Profile picture of the author Chris Rivers
    Tim,

    I have to agree with you on this one.

    I've made this mistake once or twice myself and it always results in a little bit of my shine coming off.

    These days, I make my process as mystical/magical/science/art/technical when presenting it to people as possible. My clients, friends and family members are way more impressed by what I do and pay me with a smile much more often.

    I think it's the "good guy" and the "teacher" in us that causes us to do this from time to time.

    Chris
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    • Profile picture of the author TimCastleman
      Originally Posted by Chris Rivers View Post

      Tim,

      I have to agree with you on this one.

      I've made this mistake once or twice myself and it always results in a little bit of my shine coming off.

      These days, I make my process as mystical/magical/science/art/technical when presenting it to people as possible. My clients, friends and family members are way more impressed by what I do and pay me with a smile much more often.

      I think it's the "good guy" and the "teacher" in us that causes us to do this from time to time.

      Chris
      Chris -

      It happens man. People want to prove to other people how "smart" they are by giving away their good stuff for free.

      It happens to me at times as well.

      Good luck overcoming it.

      Tim
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      • Profile picture of the author tanya7zhou
        Why do you have to tell them that MAGIC is Fake Heiiiyi?

        Let them think it's REAL!

        It is the Magic that is magical that makes the whoile experience appear to be so magical. So in brief.....Don't give away the magic

        Cool post TIM

        Good tip....No.....Great Tip
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        It's not over until it is Over!

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