Never be boring, never be stale. Plus it like Disney
Are you boring? Worse, has your business become stale, and boring? Do your clients feel a wow effect when they enter your business or have you enter their home?
Clients can become bored with your business faster than Buzz Lightyear leaping to infinity and beyond. And that is not good. A bored client will go elsewhere. It will not have anything to do with your service or product, they are just bored. This is one of the TOP 3 reasons a client or customer will leave you, according to Dan Kennedy, a world renowned copywriter and marketer.
Why do you think that companies keep introducing new and improved soap, detergent, toothpaste, chicken sandwiches or teeth cleaning? To keep their customers and clients interested in their product or service and to keep them coming back for more.
New and improved is one of the main driving forces at the Walt Disney company.
In an interview with Walt Disney back in 1956, he first brought up the concept of plusing the show. “It is something that will never be finished… I want something that is alive, something that could grow, something I could keep plusing with ideas… I can change the parks because it is alive”.
In fact, Walt did not wait long to begin plusing his shows and attractions. In 1957, a mere two years after the Jungle Cruise in Disneyland opened, he plused the show by adding a campsite overrun by gorillas and the trader Sam shrunken head. He continued to plus by introducing the water spraying elephants in 1962 and the addition of the snapping crocodiles in 1976.
In an article by Brady McDonald, Walt Disney imagineer (the creative guys and gals that dream up the rides, attractions and resorts) Scott Towbridge, was quoted “the key to plusing is to strike a balance between new and old. It is not about adding new technology just for the whiz bang effect, but asking if there are new ways of telling the story”.
Plusing the show has been an enduring and perpetual way of life throughout the Disney company for its 60 plus year existence.
In my own businesses we continue to add and tweak how we deliver our services. For the summer, the crews wear Hawaiian shirts, and say aloha. It is virtually certain, that no other carpet cleaning company within 100 miles of me is doing this. And the clients love it. We also change up our post cleaning gifts. For May and June, we give out grill tool sets as part of our summer promotions.
Plusing your clients experience does not need to be drastic or overly expensive. Small incremental, but noticeable changes will suffice. Is it a uniform change? New promotion? A paint job? New signage? New videos in the lobby? Current magazines in the waiting room?
Take a walk around with a few of your team. Look for areas that could be improved, changed or plused. Then you need to take action. Yes… You need to do something. Once you have made the change, be sure that you make a big deal out of it and announce it to your clients and prospects. Throw a party or open house. Invite in a local politician (they love this kind of stuff).
Once you have plused your show and made send me a copy of what you did. Photos, media pieces, and of course results from your plus. I will feature one or two entries in a future newsletter and send you a fantastic prize.
Don’t delay… Do it now. And for Pete’s sake… Don’t be boring.
Vance Morris is the only Disney service and direct response marketing coach on the planet. He is the 2015 Marketer of the Year and the author of Systematic Magic, how to Disnify any business and profit. He has been featured on NBC, CBS, FOX and Nations Restaurant News. For more information on working with Vance or having him speak at your event, email him at firstname.lastname@example.org