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“A boringly logical man would make the cups larger”

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“If you visit the excellent burger chain Five Guys, you will notice that your fries come in a cup: large, medium, or small. Yet, having filled your cup, the staff invariably throw in a generous scoop of fries into your brown paper bag. These are the fries which, strictly speaking, they don’t have to give you, but they do – a 21st-century baker’s dozen. A boringly logical man would make the cups larger; an accountant would cut the extra fries. Both decisions would make the experience worse.” – Rory Sutherland

One element of the Kano Model suggests that the bulk of customer satisfaction is derived from the elements of a product or service that surround its core function. It’s the fine details that matter.

Maximize every touchpoint in order to stand out. Overwhelmed and over-busy prospects judge companies by feel before they judge by logic. If your business feels better, regardless of objective rationality, you will get the business.

In Sutherland’s words again,

“the extent to which a business cares about the finer details of what they are selling is rather a good clue to the psychology of the seller; just as you get a better idea of a person’s character by noticing how they behave when no one’s watching, so you get a better idea of a business by judging the things it does which aren’t strictly necessary. I once met a brilliant man who owns a chain of hair salons; he spent a fortune installing marble lavatories in new branches. Everybody expected the salon itself to look good, he exclaims; it was the loos which were the real proof-point.”

–I judge every hotel by the quality of their bathroom. When there’s too many data points to judge, we all identify, both consciously and unconsciously, one “cheat” that we feel is representative of the whole in order to ease our decision-making process. It’s the small things that matter. The unremarkable present the best opportunity.

There are two rules to follow when optimizing your touchpoints:

  1. Find a way to get a disproportionate return for time and money invested.
  2. Identify the same boring unremarkable steps that a customer must take and make it remarkable. In almost every case this requires a tiny change that other companies aren’t forward-thinking enough to implement.

Ordering french fries from a burger joint is an unremarkable experience. You’re hungry or drunk or bored or all of those things so you order french fries. The pimply-faced teenager scoops them up and gives them to you. If you order a medium, you get a medium sized-container filled with fries, ideally without spit but usually with I imagine.

Adding another scoop into the bag requires a minimal investment in both time and money. In exchange, every patron feels special. That’s the definition of a disproportionate gain for the time and money invested.

You don’t serve french fries. You sell fitness so . . . the polar opposite.

Like scooping fries, there are unremarkable steps that every one of your customers experiences during their lifecycle whilst working with you. For example, upon signing up these things happen:

  1. A receipt is sent
  2. New client is redirected to a page after paying
  3. New client gets a welcome message, phone call, etc.
  4. New client goes through an onboarding process to get up to speed.

Every element of the above have pertinent details that you need to include. Most companies stop there because most companies are unremarkable. Consider these communications the equivalent of your hotel bathroom.

Most people who sign up for an online fitness program get an email that says, “thank you for your purchase. We appreciate your business. Somebody will be in touch soon.”

Imagine the difference if that same welcome email looked like this:

“It buzzed. My phone just buzzed. I was in the middle of a set of biceps curls and almost dropped the weight.

Arms pumped, nervous, sweat dripping on my phone, I swiped it on to see if this was it – the notification that I was waiting for.

The anticipation was killing me.

Just then I saw it. The email I was waiting for. The email telling me that the {First Name} {Last Name} just signed up for the 30-Minute body.

What an honour to be chosen to help you smash your weight loss goals {Name}.

The second that I saw the email things got a little out of control. I had this weird urge to drop down, do ten pushups, pump my first, and yell your name out loud.

{FIRST NAME} {LAST NAME}!

People were staring …

Ugh, so embarrassing.”

And so on . . .

The above is a real email.

Lee Hare, an OTA student and FMM subscriber, runs the 30 Minute Body program. This is the beginning of my rewrite of his thank you email. His original email and my entire rewrite along with notes on how to compose your own fun, creative, memorable, and remarkable thank you email is included in the Top Secret Swipe package for Fitness Marketing Monthly subscribers next month.

Get it here:

–> www.fitnessmarketingmonthly.com

-Coach Jon

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