For the last 5 days I’ve been hanging out with some really cool marketers, internet entrepreneurs, and some good friends over at Yanik Silver’s Underground 6 Event here in National Harbor, MD. Apparently, National Harbor is only 2 years old and kinda like a new haven convention center town, full of in and outer’s each and every night. Needless to say… very cool place.
So when I booked my plane ticket two months ago for this event, I didn’t realize that I had booked it for Dulles airport. Turns out, Dulles is about an hour away from the Gaylor Convention Center. I tend to do that sometimes, just book a flight and not really worry about how far it is. I’ve done that on many occasions especially in California. Try it sometime, it’s nice to drive around and see the town.
So anyhow, I decided to take a cab to go from our hotel to Dulles airport. The price estimate was around $60 – $75. Kinda pricey but the Shuttle blue van guys wouldn’t make it in time to pick me up.
So we’re driving through Maryland, crossing a bridge looking at Washington, then pass into Virginia. We talk about life, El Presidente Obama, and food. The conversation picks up, then goes silent as I twitter on my Blackberry.
I asked him, “Do you take credit cards?” He responds in broken Engrish, “Sorry sir, I will have to charge you an extra 10%. It’s not me, but the company. Sorry.” I say no problem and I’ll use cash but we’ll have to stop at an ATM to get cash.
So along the way right before the airport we stop at the airport gas station, pop in, and I grab $120, a glazed donut (my friend/trainer Joel won’t be happy to hear that), and ice cold Dasani water.
Breakfast of Champions.
The taxi cab driver, Huraah, gives me $1 to pay for the water as we both wait. A nice gesture… (some nice reciprocity)
So I pay the $1.22 and we get back in the cab. We drive up to the drop off area in front of JetBlue and break out my wallet, hand him $80 as the ticket was $71.38 and he answers me…
“You didn’t like my services?”
I shockingly answer… “Uh no I did. That’s why I gave you the tip.”
He responds, “Sir, but you didn’t like my services? The fee was $71 dollar.”
I’m thinking to myself, “Is that not enough?” My brain starts to calculate the percentages. “ten percent is uh… $7. Fifteen percent is …. hmmm…” I give up. I think, “Should I tip him more?”
I played games with my mind.
Exit the car and hand him another $4 bucks.
So think about this…
Just by that little statement, he got me to think about the tip amount, feel bad, and all in one need to prove to him that I am a good tipper.
We part ways, never to meet again.
So in your marketing how can you replicate this system of the taxi cab driver to get a great tip, just by asking more.
Step 1: Reciprocity
The simple rule of the law of reciprocity is simple. I give you something and you feel somewhat obligated to give back. I give you $1 to pay for you water, without looking for anything in return. I want to return the favor.
So in your marketing…
GIVE GOOD STUFF AWAY.
Frank Kern calls it a “bribe” or ie “give away good s****” (those are Frank’s words) Alex Mandossian calls it an “ethical bribe.”
What do you give away?
Easy.
Let’s say your a social media whiz, you can create a video that teaches people how to use facebook video to create a loyal following of people by re-purposing a great article.
Or…
- An audio interview you did with an expert.. Give this away.
- A guide or checklist that shows “6 Simple Ways to Get Attention From Experts”
and much much more…
Or whatever.
The point here is to give good “valuable” (that’s the keyword) for FREE to your people. Move the Free Line, as Eban Pagen calls it, and give good stuff away.
What happens is that your list, your followers, new people, will start to love you and want to give back. How do they give back? Comments, giving you cold hard dollars, and they help spread the word for you (ie. viral marketing)
So there ya go. Be the taxi cab driver and buy your list the water.
Next is…
Step 2: Ask for The Sale
Don’t be a puss.
Ask for the sale. Be direct. Straight to the point.
John Carlton calls it, “Selling From Your Hells.” You can’t be a wimp when it comes to selling and making money. Now, don’t be a douche and sell in a sleazy way. You want to be cool, direct, and to the point.
Like Haraah, he asked for the sale. Actually he asked for more with that magical sentence. “You don’t like my services?”
Umm… Haraah. I do, here’s $4 bucks extra. A nice 57% EXTRA TIP.
You good salesman you.
In your marketing, here’s how you can apply this Haraah “Waa, you no like me?” Strategy…
At the end of your autoresponder series you can create an email using the subject line similar to the sentence that Haraah said to me.
Here’ some subject lines for ya’
Subject: “Huh. I just don’t get it.”
“Sooo… you don’t like me. Is that is [first_name]?”
“Frankly, I just don’t get you.”
“Frankly, I’m puzzled…” <— courtesy of Jason Moffatt
Then your copy you can get into something like this…
———-
I just don’t get it Bill. I’ve been giving you some really great?
valuable information to help you _______________, but
you haven’t ordered yet.
Is it because my breath smells?
or maybe because you just don’t like my services.
Whatever it is, it has me wondering what I did wrong. And
because of that I want to make it up to you. Who know’s
maybe it was something I said…
Either way, here’s how I want to make it up to you…
I’m going to give you the 5 extra bonuses for free and
my entire course free for 7 days.
I never do anything like this, but I figured it would be
a good way to kick start our relationship so I can
help you solve your problem.
So here’s the deal…
I’m going to give everything that’s included in my _________
course for only $1. (i know it’s kinda crazy, but you’re worth
it to me) 
The bonuses you’ll get are:
BONUS #1: Secrets Guide
This is the exact guide that people just like you have
paid me $47 for. You… it’s on the house. Free!
BONUS #2: The Uber Awesome PDF Report
This will show you exactly how to build a big ol’ list in
no time flat. Kinda like like building steroids. You
also get this absolutely free. Some people have
paid me $97 for this. Free for Chris.
BONUS #3: The Blah Blah
This is really cool…
And the best part is that you can have it for free
for the next 7 days.
But, Chris… you have to hurry. I’m only offering this to
you for the next 24 hours. After that, I’m going to have to
take it down. I don’t want other people finding this secret
link.
here’s the secret link:
LINK
So check it out, you’re dig it.
Cheers,
Chris
———-
So there you go. A simple way to get mo’ money.
Send it and let me know how it works for you.
Cheers,
Chris
