How to Dry the Rain
One of my favorite movies is “High Fidelity”. The main character, played by John Cusack, owns a failing record store. Suffering from a recent breakup, he decides to review his past relationships for insight into his failures.
In one scene, he says to an employee, “I will now sell five copies of ‘Dry the Rain’ by the Beta Band.” As the song plays customers nod and smile. No doubt there’s going to be a line at the counter in a few minutes.
It’s an excellent example of using inside knowledge to motivate customers or clients to purchase services on products. It’s subtle and shows your customers you know your stuff!
So what’s your ‘Dry the Rain’?
Here’s one of mine: I know that advertisements that appear on the right side of a publication are usually priced higher than those on the left side. After 25 years in my field, I know that this is mostly a myth. Advertisements attract views via design, content, and a well-calculated strategy.
This makes it easy for me to appear knowledgeable in front of my clients and it saves them money. It’s a small version of my ‘Dry the Rain’, but a little credibility and industry knowledge can go a very long way.
Finding your own industry secret isn’t that hard. Brainstorm when you have a few minutes, and write down anything that bubbles to the surface. Chances are, you’ll discover a couple of ideas that will impress your clients – and once they’ve heard them, it will be impossible to forget.
Like a song that gets stuck in your head!