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Why Results Are All That Matter
Normally I talk to you about business matters. Well, here’s a business matter that is perfectly illustrated by a personal one.
The love of my life, my beloved gf had a horrendous experience on a recent flight. They lost her luggage, she was late with her presentation — and it was entirely the airlines fault.
So she emails me from FL and asks if I have a complaint letter for airlines.
Do I have a complaint letter for the Cattle-Car To The Skies, the worst service industry in mass transit?
Hey, I’m a copywriter. I’m used to writing to produce results (’else, why do it?) and I told her I’d send it right along, because I wrote one to (Un)American Airlines a few years ago.
I keep thinking one day that I’m going to release an information product and call it “Wrath of God Complaint Letters” because, frankly, every time I write one they move heaven and earth to right the wrong.
And friends know it and hit me up for them. My gf’s friends know it and hit her up for them — so I know there’s a market out there for it.
Obviously, since I can write sales letters and emails and webpages that get millions who don’t know me buy from that sales copy, then doing the same when I’ve been wronged by a thoughtless service provider works pretty much the same way.
Later that night, she calls and says, “No, not that one. I want the Bermuda one.”
‘Wow,’ I think. ‘They really pissed her off!’
“The Bermuda one,” as it is known in my office, is a misadventure with the worst hotel I ever stayed in, at one of the most beautiful areas of the world.
And by the time I got finished with the Head Of Customer Service and the company President — they not only refunded my entire week’s stay — full room and board, all the gifts I purchased — they even reimbursed me for my plane fare.
Other than my time, it was a totally free trip.
All told, it was over $4,000.
That’s the one she wanted. And why was that? Plenty of others have produced good results. Why the Bermuda one?
Because it not only got the results I was after, it got huge results and extras – glicken, as we say in the trade.
Because it not only got me that largest reimbursement ever (and for things like plane fare and gifts, which were not their bailiwick), but I had the head guy at the hotel chain personally dealing my me and scurrying to make it right – not his underlings.
Plus, it has been used in several incarnations over the years and it’s my Old Reliable. It’s The Big Gun, and when it goes off — none it’s aimed at stands a chance.
Heady stuff. But it all brought home, in personal or business matters — people want the bottom-line results from those with a track record. And in that I’ve been extremely blessed with some of the best clients ever who allow me to make beaucoup bucks for them.
And brag about it.
By Walter |
Topics: Client Top Secret, From The Trenches, Here's Your Sign, It's A Good Thing, Lessons Learned |