Suppose you needed heart surgery. Would you shop around for the lowest price? Of course not. You’d want the very best quality care available. It’s the same with your marketing. You want the most attractive, persuasive, compelling website (or brochure, sales letter, etc.) you can get. Now honestly, do you believe you’ll get the quality you demand from a less-expensive, less-experienced, less-knowledgeable provider? Are you crossing your fingers and hoping for Nordstrom quality at Wal-Mart prices?
Let’s go back to your heart surgery again. (Don’t worry, I promise you’ll be feeling better soon.) OK, you need a certain surgical procedure. Suppose one of the surgeons at your hospital had performed hundreds of these procedures over her 20+ year career. Because of her experience, she can open you up, fiddle around in there, and zip you closed again in, say, two hours. A less-experienced surgeon at the same hospital might need 12 hours to provide the same quality.
If hourly rates are the metric you use, the journeyman surgeon would be paid six times more than the expert! Am I the only one who thinks that’s just backwards?
Look at it this way: Would you feel cheated if you were forced to pay more because your writer was slow (or, considering writers’ reputations, hung over)? Likewise, should an expert be penalized because he’s focused and fast?
One more thing. Shouldn’t you be able to call up your writer/designer/ webmaster with a question, idea or concern — without running up your bill? When you and your service provider agree on a flat rate for a project, those issues don’t come up. You can call anytime without re-starting the clock.
In other words, look for creative talent who charge like doctors — not lawyers.
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As today’s Consumerist detailed, Silverman has been amazingly successful in getting companies to give him all sorts of free stuff: First class upgrades, hotel room upgrades (how does a free week in the Presidential Suite sound?), hundreds of dollars in cash — all from his way with words.
Silverman has now written a book filled with advice for complaining. The basic technique isn’t too far off from the way to write an effective sales letter. Basically his advice is:
- Make the opening of your complaint letter personable and personal. Hook their interest.
- Praise first before you explain why you’re dissatisfied.
- Keep it brief. The reader is busy and easily distracted.
- Be reasonable — don’t ask for the moon.
- Make it clear you haven’t written them off, that you pl;an to be customers again in the future, and that you would welcome some sort of compensation.
As the Consumerist put it, “It’s really just an artful way of demonstrating the basic principle of “it will cost more to ignore me than to take care of my problem.”
Check it out. It’s a fun read. And it may get you what you want next time you’re wronged.
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