If a hoity-toity gynecologist can do it, so can your business

Here's some value if you want it: Following is the first part of a long 4-part interview about how even a raw, “wrigging” newer business owner who doesn’t know his gluteus assimus from a mole hill can use some clever insider tricks Disney has perfected for making it so your customers may not even consider the possibility of doing business with anyone but you. I don’t care if you’re selling $25k freelance copywriting or elaborate coaching packages or $7 eBooks or $19/month membership subscriptions or otherwise ordinary professional services (everything from dry accountants to even hoity-toity gynecologists, as you will see), or anything else. But, a word of warning: This is a long & distinguished training that could easily be charged for. And it is only intended for the types in my wily horde who love to get cerebral with marketing and learning how to get gobs of new business. It certainly ain't for shallow thinking business wannabes whining like mules about "iNfO oVeRLoAd!” or whatever. I’ll never understand why mopes like that stay on my list in the first place. Whatever the case, here goes part the first… === elBENBO: First question, who are you and what makes you the guy to teach how to explode sales, response, and the size of a businesses using just superior service? VANCE MORRIS: My name is Vance Morris. And what I show businesses, whether it be online or offline bricks and mortar or anything… is how to what I call Disnify. And essentially how I define Disnifying is how to create experiences out of the mundane. So we all have mundane things that we have to do day in and day out to keep the business up and running. But to our, clients, customers, those mundane things could really be turned into an absolute experience. And that's the biggest way to separate yourself from any of your competitors. I've spent over a decade with the Walt Disney company down in Orlando, back in the 90’s. I was on the design team for a number of the attractions and a number of the restaurants and operated them for a number of years. And I translated all of that Disney knowledge into one of the businesses that I own right now. Which is a carpet cleaning business. And essentially, if a carpet cleaner can do this, anybody can do it because I mean, on the hierarchy of in-home service businesses, with pest control, electricians, plumbers, carpet, cleaners are counted down at the bottom of the totem pole. I mean, 2020 did an expose on us. You know, how we steal the food from your refrigerator, drink out of a milk carton, get your spare change out of the sofa and all that. If a carpet cleaner can take the lessons from Disney and create experiences out of all the things that a carpet cleaner does, anybody can do this. But I’ve also helped some government agencies, like NASA, do this too. I worked with the Kennedy center for the performing arts. Where they do the Kennedy center, honors, a real big theater in DC. Worked with the museum system Smithsonian. Those are all big names and hoity, toity, great. I'm not a museum. I don't have a theater. I'm not Disney. Someone might think, “what's this got to do with me? I don't own a rollercoaster. I don't own the theme park.” And really any business can use these things. If you just kind of open your mind up a little bit. I've worked with business coaches on how to really create experiences out of the mundane things that they've got to do either in their sales process or in their delivery process to really help separate themselves. I worked with a number of restaurants, a couple of different online marketers have used a lot of my information real estate. I've got a couple of real big realtors in the Washington DC area that have had me come in and speak, bought the course and then had all of their agents trained. elBENBO: Nice. All right. Let’s dig into how this can apply to online copywriters, coaches, info marketers and all that. Let’s start with my favorite teaching of yours — the “WOW” factor that can make any offer — from high ticket freelance copywriting or coaching services to someone selling eBooks about the most boring or commoditized info — something people can’t wait to buy from. VANCE MORRIS: The wow factor’s really the essence of Disnifying or creating experiences out of the mundane. You know, one of the things we do and I'll give you an example from a carpet cleaner, and then we we can translate that into how does that work for a business coach or a copywriter or anyone selling online. One of those mundane things that a carpet cleaner has to do is get into the home to perform the service. So we have created a complete theatrical production of getting into the home. So we pull up to the home. We park in the street, we don't park in the driveway because God forbid I got an oil leak and then I got a clean the spot in the driveway. The technician gets out and he's in a crisp, clean new uniform. He carries an extra uniform in the bag in case he gets sweaty or dirty on the job before he's got his magic rug, his tool bag, and a little gift for the homeowner. He comes up to the door, lays down his magic carpet knocks on the door because friends knock and salesmen running the bell. Mrs. McGillicutty comes to the door. Steven, the technician, he'll take a couple of steps back. We do that anyway. It doesn't have anything to do with COVID, but you don't want some big burly man standing nose to nose with you at your screen door. So he takes a couple of steps back, Mrs McGillicutty opens the door and Steven says, “Hi, my name is Steven. I'm here to take care of your healthy home today. May I come in?” So he doesn't assume that he's invited in. He asks the question. Then he presents the homeowner with a gift. Now when was the last time you were presented with a gift before any service is done We give them a gift and the gift isn't much. It's under five bucks, but it's a little blue box that I've personalized and customized. And inside the box is a bottle of spot remover, a bag of cookies and a little note from me saying, “thank you very much for letting us into your home. If you have any questions, here's my personal number, please call.” And so then Steven does an exaggerated wiping of his feet on the magic carpet and he comes into the home. I don't live in New York city or anything. I mean, I live in a small rural area. We got more chickens and cows and corn than we do people, and it's just one of those things like: “Look, I feel so strongly about the service, if you do have an issue, you now have somebody to contact and it's not my assistant or somebody just answering the phone. The buck stops here. It's with me.” Think about the gift part though. You know, when you go to somebody's home for a party or a dinner or something, you bring a gift, you bring a bottle of wine or a dirt flowers or something. Well, we approach it the same way we're going into someone's home. So we want to bring a gift as well. Not only does that give the gift, does two things: One, it separates us from all of the other, not just carpet cleaners, but all of the other home service businesses in the area, because ain't nobody doing it. And I will tell you, your competitors are lazy. Every one of your competitors is lazy because all of my competitors know exactly what I do and they don't copy it. And then the other thing that the gift does is it starts a process called reciprocity. Now I didn't just do the gift thinking that I was going to give a gift and okay. That was nice. Yeah. It'll help separate me from everybody else. I wanted this to also generate some revenue. So we found when we implemented this gift that we had a 26% increase in our mid tier package for carpet cleaning. So when you give a gift, people feel compelled to give you something back. And so we gave the gift and instead of going with our lowest package, we now had 26% more people going for our mid tier package, which for us, for one year translates into about 65,000 70,000 bucks. I am a, a numbers guy and we only make adjustments one thing at a time so that we can measure it. As far as our delivery of our sales process, this was the giving. The gift was the only thing that we changed. And so I could tie it a real number to that 26% number. Maybe it is reciprocity. Maybe it's something else. I don't know, it works either way. elBENBO: Let's translate that to a business coach or a copywriter or somebody who's working online. Let’s say the first point of contact is going to be a consultation call of some kind or sales copy or review or something. VANCE MORRIS: A lot of the copywriters I've worked with and the online guys have an actual physical thing that they deliver. So, we have made unboxing a experience. So a lot of people sell an info product, and it's, the three binders in the box of DVDs and all that stuff. So it’s like Christmas time. It's the unboxing of a bunch of gifts. The other thing is that, you'll be amazed at how many people don't do a thank you. Now I paid a consultant to do a half day consulting with me. It was like $7,000 or $8,000. And at the end of it, he said, okay, thanks. And if I pay somebody $7,000, I expect a freaking thank you. In my carpet biz, our average ticket's $350. And every one of my clients gets a handwritten, thank you note. Now, if I'm going to spend $5,000, $10,000, I mean, hell I buy cars all the time for my fleet. I've never gotten a thank you from the auto dealership. Ben, you bought some books from me last year and Maryland has a state cake. And I wanted you to be a, you know, a lazy fat ass, so I sent one to you right afterwards. elBENBO: Yeah, I was not expecting that cake! Talk about a WOW moment. And it sure made me want to keep doing business with you more. You also sent me that framed wall art of Goofy leading zombie-Mickey and zombie-Donald Duck by chains in a Walking Dead theme. I wanted to hang it up in my office, but it ended up in little Willis’ room instead. How many freelancers would even think to do that to a client: “It was great talking to you, whether you hire me or not, I wanted you to have this cake…” or anything that gives them a “WOW” moment. Doesn’t have to be a cake, could be something you find out they like on the call, just keep your ears open. VANCE MORRIS: It’s part of the thank you. It has been completely lost, especially on, in the digital age, sending a “thank you” email is not the same as getting, something nice. I mean, if somebody spends three or four grand with you, at least you can do is spend, a hundred or 200 bucks, that's it. Thanks. Yeah. I think that's just, that's just me. Let's take the whole cake thing here because I send them out to a lot of people. So every month I will take my top five carpet cleaning clients that have done the most business with me. And each one of them gets a small version of the cake and a nice little note in there from the cake company. And it gives them the description and everything, and they get a cake. I mean, how many companies out there sending a cake, especially... nobody. And I sent it also to my consulting clients. And as part of, this Is actually cool. And I'm going to send this too as soon as I get it from the printers: It’s a 52-week hard copy planner for my clients. I've copied this from a buddy of mine, Mike Crow, who is a coach to home inspectors, he shared this with me. And it's a calendar roadmap of what you're supposed to be doing. “Send me the picture and I'll send you a little gift.” That's cool because you're encouraging engagement. You're rewarding, not really achievement but activity and I'm doing the same thing. So after eight weeks of doing this planner, if you just take a 32 second video telling me about what happened in the previous eight weeks, flip a few pages in your planner and send me a link to that video, I'm going to send you something really cool. elBENBO: All these little wow factors I have to imagine add up quite a bit. VANCE MORRIS: Oh yeah. You need to control the message that people are saying about you. You don't want people just walking, Willy nilly, in the streets saying whatever they comes to their mind about your business, you need to control the message. And when I work with clients, the key question that I want their clients saying about them is “you'll never guess what happened at insert your profession here!” Somebody gets home and tells everyone and all their friends: “You never guess what happened at the doctor’s office today. When I got there, I walked in and smelled like fresh baked cookies. There was a grand piano in the middle of the waiting room. All the TVs were on, something appropriate. There was no Maury Povich. There was none of that crazy crap afternoon TV stuff. The receptionist actually stood up from the desk, came around, offered me a cookie, but that's the kind of stuff.” That's the wow. “You'll never guess what that copywriter I talked to the other day just sent me today! A giant box of….” whatever it is. elBENBO: I don't know if you ever used to watch that show “King of Queens.” There is an episode about Carrie's gynecologist, not always the most pleasant experience from what women have told me over the years. Maybe even an uncomfortable experience with the Pap Smears and all that. But all her friends couldn’t wait to go to this one. They're serving the clients lattes and making an otherwise painful experience fun, and something they look forward to. There's a waiting list just to get in there, but it’s not because he’s the “best” gynecologist. He just does better service. VANCE MORRIS: In all our businesses, our clients or prospects have to wait for something. You can liken it to Disney. You have to wait in a line to get on the attraction. Well, Disney has created something called “linertainment” where they entertain you while you're waiting in line. they serve you food. And it makes it feel like the wait isn't all that bad. You know, it's three hours in the hot sun, but, they got the dancing girls, they got people walking around with drinks. They've now installed restrooms in the lines. They have fans to cool you off. There’s entertainment, all this going on to make it feel like the wait is not so long. elBENBO: So how do you translate that into the online world? VANCE MORRIS: I test people's funnels all the time and it's amazing how cheap some online marketers or info business owners are where they will send the book by media mail, which is the slowest freaking mail that can possibly be used in the postal service, spend the extra $3 and send it today. Yeah. And you know, I mean, if you send out 500 books and you don't care when they arrive and nobody's asked for it, media mail's perfect for that. But somebody just ordered your book. That means they want the information. They have raised their hand. They've given you money. And I mean, most likely the book is a lead gen piece. Anyway, why not get that in their hands? elBENBO: If you use the right printer like the one I use, they have deals with FedEx where it's not really that much more expensive than priority mail. It's fast, and people love it. And it's funny because there's people I know otherwise very smart marketers debating whether they should use the postal service or FedEx. I love the whole wow factor thing. All right, let's talk a little about freelance copywriters & info marketers specifically. === So ends this 1st of a 4-part interview with Vance Morris. While you wait for part 2: If you’d like to partake of his course (taught live to certain members of my horde last year and recorded) about how to grow your business using his techniques if you’re a freelancer, coach, or info marketer specifically… you can get it at a huge $700.00 discount off the listed price, if you get it via my affiliate link below before Sunday January 9, at midnight EST. Plus, you’ll also get something else: A free copy of my next blatantly pretentious & super expensive book when it’s ready. The book’s subject: How to use the design-side of your business to help amp up your business’ longterm sales, build a ridiculously powerful & influential brand, and whip up a “berserker-like” horde of excited customers who can’t wait to buy and consume your offers. More: The book also goes deep into how I use design with World-building in my companies. I wrote about World-Building in my elBenbo Press book from a publishing perspective. But this new book teaches it purely from a design point of view. In fact, true story: I recently had a conversation with Kia Arian — one of the only designers the great Dan Kennedy allows anywhere near his own direct response projects, if that tells you something — about this topic. Kia does nearly all of my business’ designs. i.e., she’s been closely watching how I go about my World-Building in “real time.” And here’s what she said about how I do the design side of World-Building: “Honestly Ben, in the whole world, you're talking about the 1% who can think at this level. Very few people can operate at this level. Now that doesn't mean that they can't, some people, they just haven't seen it. They just haven't been introduced to it.” But the World-Building info is just one aspect of my upcoming book. It goes deep into my 20+ years experience combining design with direct response marketing to grow my business, my brand, and my influence — all starting completely from scratch. After the book launches it will sell for at least a few hundred dollars. Maybe closer to $1,000 or perhaps even well over $1,000. I am still working out the pricing & logistics. But if you buy Lance’s course from my affiliate link below by the Sunday 1/9 at midnight EST deadline, I will ship you this book when it’s ready later this year as a bonus. NOTE: It could be several months before the book is ready. So don’t expect it any time soon. All right, here’s the link: [https∶//www.EmailPlayers.com/vance]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2021 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA