Hey folks 👋 and welcome to issue #6 of The WBB Playbook.
Apologies for the lack of a post last week. To be 💯 honest - I got writer’s block (don’t I sound fancy!).
And I’ve still sort of got it, although it’s easing.
It’s a weird one - I’ve got a list of topics I want to write about, am getting new subscribers every day but each time I stare at the screen…nothing 🙄
But, I didn’t want to leave it too long between posts, so today I’m sharing a short story about a friend and his calling card.
Before we start, if you’re enjoying the emails, then I’m sure you know someone else who would too. I’d be really grateful if you would forward this on or even better, share by popping your thumb on the button below.
Today’s post is a slight departure from the longer form practical advice posts but hopefully will give you pause for thought.
I have a friend who is a carpenter.
He is constantly booked up.
He’s working 6 days a week but still has to turn away work almost daily.
The other evening, when I managed to steal him away from work for an al fresco beer (what a feeling!), I asked him how much he spends on marketing.
My assumption was he must be spending on Facebook and search ads, local flyering and potentially promoted listings on the likes of Check a Trade etc.
His answer surprised me.
He doesn’t spend money on any form of marketing.
But he does leave something behind after each job.
Something to remember him by.
A ‘posh’ tin of biscuits, branded with his name, logo and contact details.
Not too gawdy. Not too in your face.
Just a nice tin, containing nice biscuits. That he bakes himself.
A calling card, if you will, but without the crime!
🗣️ Why the hell are you telling me about a tin of biscuits in an email aimed at sales & marketing folks?
Well, because that tin of biscuits is an exquisitely brilliant form of real world viral marketing.
Every time someone has a guest round to their house, and they get out their tin of posh biscuits, that guest sees my friend’s logo and inevitably asks
“where did you get these biscuits?” or “why do you have some random carpenter’s logo on your biscuit tin?”
Which sparks the conversation of ‘this carpenter we used did a great job, and left behind these lovely biscuits.’
Which leads to the guest asking to see the carpentry, because perhaps they’ve been meaning to get someone in to build a cabinet.
Which leads to them taking a picture of the biscuit tin and calling up my mate (just as soon as they’ve finished their tea and biscuit(s) of course).
And lo and behold, he is fully booked up and doesn’t need to spend any time on ads or flyers.
Ok, so it wasn’t quite zero that he spends on marketing.
The tins cost him about £4 each and he maybe needs about 30 per year. So he spends roughly £120 per year on marketing.
Not a bad return on investment if you ask me.
🗣️ This is just a rehash of the classic promotional mugs and stationary that insurance companies use with clients!
To which I answer - yes, you’re right.
This is no different. Other than it’s a bit more fun.
And a bit more remarkable (in the literal sense, i.e. someone may remark about it).
And it clearly works, which is why it has been around for so long.
So the question to ask yourselves is, what is your calling card?
What are you leaving behind with customers to keep you top of mind?
To leave them with a warm fuzzy feeling.
To make them talk about you with their mates and colleagues.
You might be amazed at the results it can bring you.
Thanks as always for reading The WBB Playbook. In the spirit of referral, please do share this if you found it useful 😍
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