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.
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.
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.