Yesterday you read about super cool entrepreneur dude Brett Lee. If you missed it, click here to check out his awesome story.
Like promised, today I’m going to drop some knowledge about selling an experience. But first, let me tell you a story.
It’s about Jerry Weintraub. Who’s Jerry Weintraub? Basically, he’s a master of persuasion. With charisma, grit, and passion, he produced movies…represented actors and musicians…made stars (like John Denver) famous…and made millions.
He did it all. His book When I Stop Talking, You’ll Know I’m Dead reveals his roadmap to his wildly successful life. It’s a great read – I highly recommend it. You can get it on amazon right here.
Anyway, one of the stories he tells is about “The Star of Ardaban.” When Weintraub was growing up, his dad sold jewelry – ordinary sapphires he got overseas from a secondhand dealer. But Weintraub’s dad knew how to package it. He took the largest sapphire and paraded it all over the country as “The Star of Ardaban,” a priceless jewel protected by armed guards everywhere it went.
Everyone loved it – and they bought the rest of the jewelry he was selling. But they weren’t buying just jewelry. They were buying the story behind it, the romance. It’s all in the packaging.
People don’t buy fancy watches to tell the time. They buy them to feel important, to feel wealthy. People don’t buy clothes to stay warm – they buy them to look better than their friends and fit in.
That’s exactly what Brett did while working at Turtle Bay. Turtle Bay wasn’t selling an experience. They were selling you a room.
Brett changed that. Now, when you go to Turtle Bay’s website, you don’t see a picture of the inside of a hotel room. You see their gorgeous (and freaking amazing) pool overlooking the ocean. You see people rowing a canoe in the ocean, getting a massage, having fun, relaxing.
They want the Hawaii experience – not just a boring hotel room. So give them what they want.
Be like Brett. Make buying your product an experience. Don’t just sell them a membership to your gym.
Sell them the new friends they’ll make. The electric and energizing atmosphere. The new body they’ll build there. The new healthy life they will be able to create. Sell them the experience.
If you want to reel in more sales, sell an experience. Be like Brett. Do big things.
P.S. Need help turning your product into a once-in-a-lifetime experience? Email me today at firstname.lastname@example.org. Let’s give them what they want, so you can have what you want – more sales!