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Lessons from a Fat Hypnotist –Farquharson/Tedesco

November 2012

Cynthia was trying to lose weight. Not enough time to eat right and too much Chipotle was putting the stress test on her clothing. Having tried most of every option, she decided to jump in on a Groupon deal that offered two sessions with a hypnotist for $99.

On the day of her first appointment, Cynthia arrived on time, walked in, sat down and waited. Before long, the hypnotist came out to meet her. But, any chance he had of helping her disappeared when she got a good look at him. It seems that the hypnotist was no stranger to the buffet.

Would you go and listen to a motivational speech given by Eeyore? How about hearing a sermon on Sunday morning delivered by Charlie Sheen? Would you let Bernard Madoff handle your money? The decision to make an investment, be it time or money, in any business or activity requires a certain level of faith in the product.

In the print world, the "product" consists of everything, from the quality of the mail piece to the condition of the shop itself. Like it or not, you are being judged on your ability to do for your company precisely what it is you are promising to do for a customer's. Even showing up late for an appointment sends a "fat hypnotist" message to a potential customer.

The way to make money in print these days has less to do with your ability to magically make ink or toner stick to paper and more to do with your ability to help customers grow their businesses. Prove to them that print is helping you to grow your business and you just might be given the chance to show them how print can help grow theirs. In other words, walk the walk.

Create a 'Harry Met Sally' Moment

Have you ever been to a restaurant and seen a meal being delivered that looks absolutely scrumptious? You immediately want to know what it is so that you can order it, too. How great would it be if your customers and prospects had this kind of "I'll have what she's having" moment, similar to that famous scene in the movie, "When Harry Met Sally" (did you know the woman in that scene was Rob Reiner's mother?). It's possible, but you need to bring your A game to your own marketing efforts. You need to be so good that your customers will slam their hands on the counter and scream, "Yes! Yes! Yes! Yes!" Moving on...



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