Page 137 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com

Amazing. Three seconds.
Now I am telling the world. People in a dozen cities will read this and decide
that Fallon delivers great service a n d very creative advertising.
Service like that is worth whatever it costs.
Your business starts with the first call. How good is yours?

Speed

Life is lickety-split. Dayton-Hudson Corporation’s chairman rallies employees
with a line from Future Shock: “Speed is Life.” Comedian Steven Wright
captured the current pace of life when he deadpanned about his microwave
fireplace, “You can spend an evening in front of it in only eight minutes.”

To many people, the world seems driven out of whack with all this speed. We
fax when we could mail. We rush out of habit. It seems we really do want
microwave fireplaces.

There is no logic to all this speed.
There also is no point in arguing; speed is where the world is going.
Be fast.Then get faster.

Say P.M., Deliver A.M.

The first time you have something to deliver for a client, try this: Say you’ll have
it to him at 1 P.M. Then deliver it at 11 A.M.

Do it the next time, too.
Now you have money in the bank. You may need it. And you’ll be glad you
had it.
Say P.M., deliver A.M.

Note to Myself

Something suddenly struck me. I grabbed a pen and jotted on a yellow Post-it
note the first value of my business:

Make every client very happy every day.
Something from a self-help book: corny and obvious.