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Today, I give you the most important marketing tip I can ever share with you. Really. I mean
this in all sincerity.
Tom Wanek, here, and you're watching Wizard Marketing TV, where business owners learn
persuasive tools and techniques to spark miraculous growth.
Please keep watching for an important marketing lesson that'll become the linchpin for everything
you do.
Two weeks ago, while away on a client meeting in Palm Springs, I got a call from my wife.
"It's your grandpa," she said ... "you'd better get back home as soon as you can." Well, I
knew the moment was dire as soon as I heard the tears in her voice.
My grandfather, was in bad shape. Really bad shape. And they were soon going to take him
off the respirator. So there wasn't much time.
But I wasn't scheduled to leave until early morning. So, my partner—and good friend—Dave
Young sprung into action and called United Airlines to change my flight, while I began
packing.
After nearly an hour of working the phones, Dave hit a road block ... a road block that
just wouldn't budge. United refused change my flight, or accommodate me in any way. If
I wanted an earlier flight home, my cheapest route would be to purchase a new, one-way
ticket for an ridiculous amount of money.
Oh, and this would've required jumping in the car and high-tailing it all the way to
L.A. So, worn and tired, I decided to take my chances and wait until morning.
But my troubles weren't over yet. See, my flight home was jam-packed, and by the time
I boarded, the airline attendant said that I'd have to check my carry on bag. Since every
minute was precious, I explained my emergency and pleaded that she find space for my luggage.
The airline attendant said it shouldn't be a problem, and told me to go down and check
with the next attendant before boarding the plane.
Unfortunately, the second attendant wasn't so accommodating. In fact, she was down-right
nasty, brushing me off and refusing to hear a word my story. "No exceptions!," she barked.
Further detail is unnecessary here—suffice it to say that I will never fly United Airlines
again.
But you know what? That's not why I'm sharing this with you.
No, it's not to drum up support for an anti-United campaign. I'm not looking for an eye-for-an-eye.
After all, I was blessed to get home in time to be with my grandfather before he passed.
See, I'm sharing this experience with you because I can think of no better marketing
lesson I can teach you. Ever.
United had a chance to be remarkable ... to be a true hero ... to win a customer—an
evangelist—for life. But the airline failed miserably ... more than once.
United treated me like a number. And they forgot the golden rule, which is to treat
others as they prefer to be done unto.
Marketing Wizard and small business owner, Wally Hawryluk, wisely once said, "Systematize
the routine ... and humanize everything else."
Do me favor ... do yourself a favor ... write that down ... better yet, engrave it on your
forehead so that you will never forget: Systematize the routine ... and humanize everything else.
Be sure to help other Marketing Wizards, too. Tweet it out. Post it on Facebook. Shout it
from the mountain tops. There's nothing more important to remember than to treat your customers
as human beings. That's how you build a lovable brand.
Now here comes the warning: If you ever forget this ... you will bankrupt your brand. I guarantee
it.
So start today ... start by empowering your employees to diligently look for opportunities
to win your customer's heart. Give them permission to bend the rules a little, if need be. Heck,
reward them for it.
Do this and your brand will be truly something special. Remarkable, even. And it'll do for
your company what no amount of advertising can ever accomplish. After all, advertising
is a tax for being unremarkable.
Oh, and one more favor before I let you go ... make sure you hug someone you love today.
Will you do this for me?
And always remember, we're in this together. I've got your back. I'll see you soon.