Discover more from Burke's Bits
Discover how staying grounded, aiming high, and embracing innovative marketing can lead to success
In today’s edition of Burke’s Bits:
Feet on the ground, head to the skies…
A Marketing Tip
From the Research Files
Pun of the Day
"𝐀 𝐟𝐞𝐰 𝐬𝐢𝐦𝐩𝐥𝐞 𝐭𝐢𝐩𝐬 𝐟𝐨𝐫 𝐥𝐢𝐟𝐞: 𝐟𝐞𝐞𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐠𝐫𝐨𝐮𝐧𝐝, 𝐡𝐞𝐚𝐝 𝐭𝐨 𝐭𝐡𝐞 𝐬𝐤𝐢𝐞𝐬, 𝐡𝐞𝐚𝐫𝐭 𝐨𝐩𝐞𝐧, 𝐚𝐧𝐝 𝐚 𝐪𝐮𝐢𝐞𝐭 𝐦𝐢𝐧𝐝." ― 𝐑𝐚𝐬𝐡𝐞𝐞𝐝 𝐎𝐠𝐮𝐧𝐥𝐚𝐫𝐮
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I came across this quote, and many like it, many years ago. I like to think what Ogunlaru is saying is like a recipe for living a balanced and fulfilling life.
What it means to me:
First, I see "feet on the ground" as meaning to stay grounded and connected to reality. It's about not getting lost in daydreams or worries but being present in the here and now.
Then, while my feet are on the ground, "head to the skies" encourages me to dream big and aim high. No, it’s not contradictory because it's about having goals and aspirations that stretch me, challenge me, and motivate me.
"Heart open" reminds me to approach life with an open heart and kindness. It's about love, empathy, and connecting with others in a genuine way. In a world where authenticity is a buzzword, being real is appreciated.
And finally, "a quiet mind" suggests finding moments of calm and stillness. It's like giving my brain a break from the constant noise and chatter, finding peace in the midst of life's hustle and bustle.
I hope you can see how these simple tips offer a way to a well-rounded and meaningful existence.
Keep your feet grounded, your head in the clouds, your heart open, and your mind at peace, and you'll be on your way to a fulfilling journey.
What does it mean to you?
A Marketing Tip
I’m starting a new venture. In addition to writing sales copy for emails for select clients, growing Email Skills with expert presentations, I’m entering into ecommerce. My product and market have been identified. The product is a commodity and can easily be found elsewhere for a lower price, so I intend to differentiate my ‘store’ by offering an initial experience to get to the order form. Using a survey, I will guide the prospect through questions that evoke a sense of exclusivity and personalization. Once they’re a customer, I want to ‘delight’ them with an experience that will keep them ordering more. I’m in the process of determining how I will do this.
Early this week I attended a Titans Xcelerator Mastermind meeting (if you’re a marketer, a copywriter, a solo business owner who wants to be a better marketer, you must consider joining me there and if you do, be sure to say Charlene sent me - Brian Kurtz is a legend in the direct response industry and totally gets how to attract and keep customers).
The presenter at this meeting showed how to attract a dream client. Which got me thinking about how to attract and keep the best customers. Which led me to looking to my extensive library of resources on my laptop and my bookshelves for experts in business growth -
Overdeliver by Brian Kurtz says “customer service and fulfillment are marketing”
The Ultimate Sales Machine by Chet Holmes says “make it your personal mission to help them succeed”
Strategic Customer Service by John Goodman says “customer service is expected, personalized attention is appreciated”
The Xperience Report by Vance Morris, says “The World of Wow…analyzing your clients’ experience (from their perspective, not yours), understanding your Client Compass (Needs, Wants, Stereotypes and Emotions), and committing every part of your business (Processes, Infrastructure, Design, and Training) to creating a magical experience”
So really, it boils down to this: exceed customer expectations. This means provide a level of service or deliver a product that goes beyond what the customer anticipated. This can occur during any part of your customer’s experience with you. And I can tell you from experience that achieving it will lead to higher customer satisfaction, secure their loyalty, and encourage positive word-of-mouth referrals.
How to do this? Well, after looking over those books and recalling my own customer service management experiences, I’ve put together a list of 10 ways, with examples, for both a physical product and a service. Let me know if you already to any of these, or intend to implement any of these:
Quality of Product/Service:
Product: A smartphone with a longer battery life than every competitor’s battery life.
Service: A car wash service that cleans the exterior and does a detailed interior cleaning … with no extra charges.
Speed of Service:
Product: An online retailer delivers a purchased item within 24 hours instead of the expected 3-5 business days.
Service: A web hosting provider resolves a website downtime issue in minutes when the SLA (Service Level Agreement) promises a turnaround in hours.
Product: A customized gift company adds a handwritten note to an order based on a brief customer comment.
Service: A restaurant remembers a repeat customer’s favorite dish and prepares it with their specific preferences in mind.
Product: A software company provides free additional plugins or tools with the purchase of their main product.
Service: A fitness trainer gives an extra 15 minutes of workout advice after a session has ended, without additional cost.
Product: A gadget manufacturer offers a 24/7 hotline for troubleshooting and promptly sends replacement parts at no cost.
Service: A financial advisor proactively reaches out to clients with personalized advice when market conditions change.
Product: A furniture store sends personalized updates and assembly advice after a customer has made a purchase.
Service: A graphic design agency provides regular and detailed updates throughout the design process, explaining each step and decision.
Product: A cosmetics brand offers exclusive samples and early access for repeat customers.
Service: An airline upgrades a frequent flyer to first class at no extra charge.
Product: A clothing retailer offers free and easy returns, with an extended return window during the holiday season.
Service: A hotel accommodates a last-minute reservation change due to a customer’s unforeseen circumstances, without any penalty.
Product: A bookshop includes personalized reading recommendations based on previous purchases.
Service: A pet grooming service sends a sympathy card when they learn a long-time furry client has passed away.
Product: A kitchen appliance brand maintains high quality and performance across all their product ranges for years.
Service: A cleaning service maintains the same level of thoroughness and attention to detail in every session, over years of regular appointments.
These examples showcase how exceeding expectations can be integrated into both the product and service realms, creating a remarkable and memorable experience for the customer.
Question for you - if you’re a business owner, what are you doing to exceed customer expectations? if you’re a customer, what have you experienced from a business that you would say exceeded your expectations?
From the Research Files
aka random bits of info you may or may not be able to use in your life
A new species of sea urchin was discovered on eBay in 2004 and something similar happened in 2008. In both cases, this was when someone listed the items (sea urchin and an insect of a previously unknown species encased in amber some 40-50 million years ago) on eBay for sale. In the latter case, the British scientist who bought it, Richard Harrington, attempted to have the name for the thing be Mindarus ebayici, but ultimately this was rejected and it was named Mindarus harrintoni. (from the site TodayIFoundOut)
Pun of the Day
I’m glad I know sign language, it’s pretty handy.
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