There are two things I’d like you to read in addition to this post today. You can find both of them here.
They’re both part of ETR’s newsletter today. The first is actually the ad copy right at the top. And, I mean click on the link and read the whole sales page. I’ll tell you why in a second.
The other item is farther down the page. It is Paul Lawrence’s article about putting customers first. Let me run with this for a second before going back to the ad copy.
I really hope you see the truth in Paul’s article. Why? Because there seems to be a perception that “putting the customer first” is just some kind of sham for getting what you want. I’ve encountered this a lot over the last few months.
Let me use the E-Book Tele-Workshop Series as an example.
As you know, I recently stopped the series because the workload was getting away from me and I wanted to make sure it got done right. That’s putting the customers first.
It would have been easy to just start recycling copy for each landing page, and let the calls become a casual conversation instead of a useful Q&A session. I would have still made sales, increased my list and reputation, and moved my business forward.
Instead, I chose to stop, get help from Gary Rockis and Johnny Meehan, and re-organise the tele-workshop series to make it work for everyone. That meant having to admit I goofed – always hard to do. It also meant moving my business a little bit backwards and investing some extra time and energy.
That’s what putting the customer first is all about. Yes, in the end I will enjoy greater success because of the effort. And you’re right to think I wouldn’t do it if there weren’t some kind of reward involved for me. Whether we are volunteering or working, we do things because we enjoy the results.
Putting the customer first is good business. Paul makes that clear in his article.
(And if you aren’t reading ETR regularly, may I suggest you subscribe – it’s free – and start reading it?)
Now, let’s go back to the ad copy I suggested you read. Go straight to the ad copy by clicking here.
As good as ETR’s coaching program is, I’m not asking you to read the copy so you’ll buy their service. You should read it because it ties in with putting the customer first.
I learned carpentry from my dad – a carpenter. I learned, and am learning, copywriting from Michael Masterson, Charlie Byrne, John Forde – all copywriters.
How do you learn what it really means to put the customer first?
The answer is study someone – even more than one person – who puts their customers first because they believe it’s the right thing to do. Don’t just pick someone who does it because it’s good business. You want a master, not just a technician.
Here are some examples of people you should pay attention to:
Terry Dean – MyMarketingCoach.com
Michael Materson – ETR.com
And with Michael you can include Mary-Ellen Tribby and Charlie Byrne.
Marc Charles – MarcCharles.com
Howie Jacobson – AskHowie.com
International Living – InternationalLiving.com
This is just five examples. There are lots more – Clayton Makepeace, Rich Schefren, Brochure Place, and Lulu.com. The point is to find someone doing what you want to do, who also believes in putting customers first.
Reading through the ad copy will help you understand the kind of results you can achieve by finding and studying a good example. Of course, the point of the ad is to give you someone you can actually study with. (If ETR has the kind of business you want to build, and you can afford the coaching service, then they are the best example you can follow.)
And here’s how easy it can be to get a mentor: At a recent conference, I walked up to a really good copywriter and asked if she/he would be willing to mentor me. I explained my need for someone to help me take my writing to a higher level, and why I thought he/she could help me.
After a few seconds thought, I had a mentor. Someone willing to look over my copy and give me feedback.
Now it’s your turn to do the same. Whether you hire a coach or find a mentor – pick a good example to follow and learn. Being an apprentice is the best way to learn a craft.