| My mom was visiting recently and during
| |
| | believe, because it impresses his dates ;
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| our mother-daughter shopping time I
| |
| | )).
|
| noticed something interesting. Almost all
| |
| | My marketing mentor Dan Kennedy taught me
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| of the stores I made a purchase at asked
| |
| | there is a segment of virtually EVERY
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| me if I'd like to get on their mailing
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| | customer or client group or market who
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| list. That's very smart.
| |
| | will happily pay FAR above standard
|
| However, the WAY in which they did this
| |
| | prices for convenience, status, and
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| made a big difference in my answer. I
| |
| | special treatment.
|
| said NO to almost all of them because
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| | I call it "country clubbing" your
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| they simply did not make it enticing for
| |
| | business. Why be the driving range with
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| me. I mean, who WANTS more junk mail? So
| |
| | an hourly charge when you can be the
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| if you simply ask me if I'd like to be on
| |
| | classy six-figure membership club down
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| your mailing list, the answer will
| |
| | the street? You can offer both of course,
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| usually be NO.
| |
| | but look at what will skyrocket your
|
| But one store in particular got me. First
| |
| | business FASTER, with less transactions
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| of all, it was a designer clothing store
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| | and higher quality clients.
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| I loved. Second of all, they didn't ask
| |
| | One example of this is my private
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| me if I wanted to be on their mailing
| |
| | Platinum Mastermind program, which I
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| list. They invited me to become a "VIP
| |
| | launched in 2006 due to overwhelming
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| Client".
| |
| | demand for my personal coaching. This
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| Say the words "VIP" to me and my ears
| |
| | group of 15 serious small business owners
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| perk up. It of course stands for "very
| |
| | each pay $15,000.00 a year to have
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| important person". And in general it
| |
| | greater access to me than anyone else,
|
| indicates a level of advantage and
| |
| | and in a small group setting where we
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| prestige. Suddenly I WANTED to be on that
| |
| | meet 3 times a year at luxurious 4- and
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| mailing list, especially when the
| |
| | 5-star hotels and resorts.
|
| salesman explained to me it came with
| |
| | My Platinums are, essentially, VIPs in my
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| certain benefits, such as early notice on
| |
| | world! And because I maintain a bit of
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| new arrivals, a personal shopping
| |
| | mystique about the group, people seem to
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| service, and private trunk shows.
| |
| | want "in" even more. (One of my members
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| And you know what? I would have even paid
| |
| | got cornered in the ladies room at my
|
| to be part of that - to be regarded as a
| |
| | last Online Success Blueprint Workshop by
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| VIP.
| |
| | several attendees who demanded to know
|
| You see, people WANT to be part of
| |
| | how they could get into Platinum!)
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| something special like ezine writing. The
| |
| | I share this not to impress you, but to
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| example above was free. But don't
| |
| | impress upon you that in YOUR market
|
| underestimate how much your clients or
| |
| | (yes, *yours*) there IS a percentage of
|
| customers will PAY to do that, either.
| |
| | folks who will gladly pay MORE - much
|
| Example: A friend of mine recently shared
| |
| | more - for a higher level of service or
|
| he pays $15,000.00 a year to belong to
| |
| | treatment. Remember, you're not trying to
|
| the President's Club of a local
| |
| | please EVERYBODY, just the select few who
|
| playhouse, even though he and his wife
| |
| | can afford that level of service.
|
| could attend each show there for just
| |
| | So now, take a minute or two and consider
|
| $150.00. Why would even a loyal attendee
| |
| | how YOU can start your own "country club"
|
| want to pay 100 times more? Special
| |
| | for your clients and customers. Whether
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| treatment like preferred seating, valet
| |
| | it's a VIP level of service or a private
|
| parking, invites to VIP functions,
| |
| | client group that meets a few times a
|
| private restaurant for members only,
| |
| | year.
|
| networking with a higher level of people,
| |
| | To get your wheels turning, imagine
|
| etc.
| |
| | this... if you can get 10 people to
|
| Another friend of mine pays for
| |
| | commit to some type of program that is
|
| membership at a private nightclub here in
| |
| | just $10,000.00 a year, that's an extra
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| Los Angeles up on Sunset Blvd. for many
| |
| | $100,000.00 this year for YOU!
|
| of the same reasons (but more so, I
| |
| |
|
