After a busy holiday season, it was nice to have a leisurely chat with my good friend, Craig Arthur.
Since this is the first episode for 2012, we mostly talked about his plans for the new year and his renewed commitment to blogging. He is using the free outlining process that I produced for Shortcut Blogging. If you’d like to try it, just go to www.shortcutblogging.com/outline.
It may not sound like it in the podcast, but I got pretty excited when he talked about doing more free workshops this year in Australia. I may have to weasel my way onto his stage somehow. It’s been a couple of years since I’ve been down under and I’m missing it.
The terms of a sales offer and how you position it in the minds of customers is paramount to determining success. Craig Arthur, our Australian marketing expert, joins me this week for a look at a few examples where tweaking the offer has made a big difference in sales…sometimes in the very existence of the company.
We talk about the solar industry, auto sales, cell phones and give the example of how changing the offer in the early days made a difference in how Cabela’s grew from a kitchen table home-based biz to a multi-billion dollar retailer.
I didn’t get all the details of that very first Cabela’s offer exactly right because I was going from local folklore. I found an article that will give you even more depth if you’d like to read about it. It’s a great story.
I hope you enjoy this podcast. If you have any questions or would like to recommend guests, please do so in the comments.
In this episode, Craig Arthur and I discuss how businesses can use ritual to make their customers feel like “insiders” which will make them more apt to talk about the business to others. This is a form of kinetic Word of Mouth.
I love riffing with Craig. This conversation is a great example of why I’m podcasting. I’ve had many dozens of calls like this over the years with Craig. We finally got smart enough to record them. Enjoy.