Page 49 - Duct Tape Marketing

Duct Tape Marketing

the story of the over-the-top customer service provided
by Nordstrom’s. Create your own over-the-top customer
response system, and word-of-mouth advertising will
flow liberally. One of the greatest ways to kick this off is
to overdeliver on your first customer contact. Give them
something more than you promised; give them a gift; give
them a related service for free.
 Get an edge over the competition—Many times you can
create your category niche by looking for holes in your
competitors’ offerings. If everyone in your industry fails to
address a certain problem, boldly grab on to solving that
problem and use your competition as the point of difference.
 Find a one-of-a-kind way of doing business—This might
involve payment terms, how you deliver or package your
services, or how you set up your office to serve clients.

Smile Dental Spa in Tucson, Arizona, wanted to give its
patients a new outlook on dentistry. They pamper and relax
their clients with a series of spa treatments before, during, and
after their dental experience. There is something for everyone,
even those who didn’t think they liked spa treatments. Fear
and anxiety are replaced with pampering and relaxation.
The dental spa is disarming from the minute a patient walks
through the door. The office is designed to look more like a
resort than a sterile office.
 Adopt a memorable personality—This one isn’t for everyone,
but there are businesses that have made quite a name for
themselves by adopting an odd or at least memorable
behavior or character. When I was in college, there was a little
restaurant that was famous for the rudeness of the owner. If
you were a new customer and didn’t order what he wanted
you to order, he would demand that you leave. The place was
always packed.

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