I want to tell you a short story about the man cutting my hair. I have told you about him before, not because he is doing an amazing job, but because the man cutting my hair understands the true power of marketing.
He makes me feel special
He talks, he listens, and he cuts my hair. That’s what I expect him to do. What I don’t expect is that when there are other people in his office (I should probably call it a hair salon, but it doesn’t feel right, because it’s really just a basement), we walk outside every time I am paying him for the job.
Why? I have asked myself this question again and again.
I believe there are two reasons. First, I am paying a different price than the other customers. So, he doesn’t want the other customers to know what I am paying (because then they’ll start asking him for a cheaper price). Second, he makes me feel special. Yes, he makes me feel like a VIP.
But the thing is, what he’s doing makes me feel both happy, and at the same time, it makes me feel bad. It’s my consciousness, and it’s tearing me a part. Every time I am there, I end up feeling like I owe him something. I feel like wanting to pay more, and maybe bring him a bottle of wine the next time I’m there (although I never do).
The more you give the more you get
Karma, the chain of cause and effect, tells us that good things will happen to those who have good motivations for their actions. I believe that we should consider karma as a marketing strategy.
I will never use another guy to cut my hair (a bold statement, and I am not really sure, but you get my point).
I believe that we all want to be in control, and we don’t want to owe people anything. So, when I feel that I get too much of something, without giving enough in return, my mind starts to work hard in order to find a way to pay the people who have given me too much for their actions.
So, if someone keeps commenting on my blog, without me giving them any attention at all, what do you think will happen? Let me tell you. In the end, I will start to comment on their blog and I will start a conversations, and we’ll become friends. The same thing will happen when it comes to retweets, likes on Facebook or whatever help I get.
Sometimes, the action doesn’t even have to be directly related to the business. A while ago I wrote about the time when the pizza delivery guy gave me a ride home. I keep thinking of him every time I am going to chose a place to eat pizza. That’s why I almost always end up eating pizza at the place where he works.
Let them know what you are giving
One of my friends, a freelancer and consultant, never charges for meetings. If he didn’t tell people about this, they wouldn’t know that they got all this time for free.
I believe that it’s important to show or tell people what you are giving. You don’t have to say it, as long as the customer understands it. Think of the guy cutting my hair. He has never told me that I have a special deal, but I discovered it because of the way he was acting (I know the guy is weird, but it works for me).
Let me ask you this:
- Have you experienced anything like this in your business?
- Do you believe in Karma as a marketing method?