Tag: Land

January 5, 2021

The Power of Being Controversial to Land More High-Quality Clients

I love reading about companies that go above and beyond for their customers.

Companies like Disney, Zappos, and Amazon.

And, another one I’d like to add to that prestigious list is Tesla.

Check out this tweet:

“Flat tire on Sunday. Called Tesla, git a loaner tire within 40 minutes. Today they came to my house to replace the tire in 10 minutes. Scheduled to come back to fix a small issue next week. What other car company does this? @elonmusk @TeslaModel3 @Tesla #mobileservice” – @cjk7216

When I saw this tweet, it reminded me of an interview with Jeff Bezos… I think it might have been around 1998 or 1999… anyway, he said something like this:

JEFF BEZOS: “If there’s one thing Amazon.com is about it’s incessant attention to the customer experience. End to end.”

JOURNALIST: “But you’re not a pure internet company.”

JEFF BEZOS: “It doesn’t matter to me whether we’re a pure internet company or not.

What matters to me is to provide the best customer service.”

Not going to lie, I’m a massive Jeff Bezos fanboy.

His obsession with his customers and his almost incessantly long-term way of thinking is phenomenal.

Now, you might not have a business at the size of Amazon or Tesla (yet). But if you’re serious about growing, you can — and should! — use the principles behind what both Amazon and Tesla does for their customers.

But how do you create a fantastic customer experience?

Especially if you’re a solopreneur, for example?

One way is through your personality.

Of course, in my VERY biased, but also VERY accurate opinion, writing emails, blog, or social media posts, all have the potential to make your personality shine.

And if you own your personality, good and bad, you will 1) automatically repel those people who are not a good fit (you don’t want them anyway), and 2) you will attract the people who LOVE what you have to offer.

Case in point:

  • Kanye West
  • Tony Robbins
  • Donald Trump
  • Beyonce
  • Barack Obama
  • Howard Stern
  • The late, great, and esteemed, Stan Lee (RIP)
  • Even people like Jeff Bezos or Elon Musk

What all these people have in common is “polarization.”

You either love them… or… you despise them.

The point is, you have an opinion about them.

And that’s why they’re successful — in THEIR own way.

Look, I’m not telling you to start blasting out tweets, Donald Trump-style.

But what I AM saying is that you have to own *your* unique personality.

The worst thing that can happen to you and your business is when nobody gives a damn. If nobody cares, you can’t influence them. So, in a certain way, sometimes it can actually be more profitable to be disliked.

It’s about appealing to the right people, so you’re able to serve them in a way that’s natural to you… and… in a way that your clients will love.

In the next email you send to your email list, try this:

Write out your email as you normally would.

Then, take a critical look at everything you’ve written.

Try to notice where you could add what I call “Value Inserts.”

Here are a few examples of Value Inserts:

  • Humor
  • Stories
  • Images
  • Quotes
  • Step-by-step instructions
  • Controversy (yes, this can also be valuable. However, don’t be just controversial just for the sake of being controversial.)
  • Links to other resources

There are many more, but these are just a few I thought about off the top of my head.

Do this, and your material (both free and paid) will immediately stand out.