“The Disappointment Dimension” by David Garfinkel
How Customer Complaints Can Make You A Fortune:
Yesterday I went shopping for luggage. This has become an annoyingly familiar experience. I go through suitcases, roller-bars, what-have-you, in record time.
Am I harder on my luggage than other people?
I don’t think so.
Here’s why:
First, a little background. I thought of all the stores I had been to before, and the problem was either
a) low-quality luggage, or
b) too expensive for the value
A friend had recommended I join Costco (box store, huge selection, giant quantities) so I thought this might be a good time to check them out.
I did, and I found an “Executive 26-inch Expandable Trolley” for about half of what I would pay for a discounted TravelPro (which I like, and I own a carry-on, but I think they’re overpriced).
OK… to the point about complaints and disappointment:
I need two: one for me and one for products. (I’ll be bringing about 35 pounds worth of information products as sales table display units to a conference I’m speaking at later this week).
Right on the front of the little brochure attached to the suitcase were the words “U.S.A. Cordura® by DuPont® Ballistic Nylon” (made in the U.S.A. to military specifications)”
Inside the brochure:
“Full honeycomb memory frame construction made of lightweight, industrial strength ABS composite material for maximum durability and strength.”
On the back of the brochure:
“U.S.A. Cordura® by DuPont® Ballistic Nylon, invented by DuPont, was originally developed for bullet-resistant, military applications…”
Hmm… seems to me a LOT of people have trouble with luggage that doesn’t go the extra mile.
My disappointment: On my last trip, the pull-out handle that you use to drag the luggage around, wouldn’t pull out. And then one of the zippers snapped off.
It wasn’t cheap, by the way, but it was something I bought at the last minute from an adventure-travel-goods store that really wasn’t in the business of providing rugged or long-lasting luggage. (Unfortunately, this one wasn’t a TravelPro… but anyhow, that’s the way the story goes… )
So… here’s the major point of all of this:
If you KNOW what your customers are upset about… ESPECIALLY with what they’re getting from your competitors… and you can HIGHLIGHT a solution to that problem in your copy…
… it will get a lot of frustrated people to gratefully buy what you have to offer.
It did me.
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin’s Big Seminar Series and Carl Galletti’s Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
E-book Secrets Exposed
By David Garfinkel
This incredible ebook explains things nobody else has ever published before! This ebook explains the real way to make real money online with ebooks… Finally! Somebody gives people the truth about what it takes to make massive amounts of money with your own ebook… whether you wrote it or not!
KillerCopyTactics.com
By David Garfinkel
A fully interactive multimedia course by David Garfinkel, the man many call “The World’s Greatest Copywriting Coach.” David will show you “how to turn words into cash” in this groundbreaking tour-de-force. This course sets the bar for what Internet based learning should be.
AdvertisingHeadlinesThatMakeYouRich.com
By David Garfinkel
This ebook makes it unnecessary to write another headline ever again. David Garfinkel has been described as, “the world’s greatest copywriting coach.” He’s a successful results oriented copywriter and his new ebook shows you exactly how to adapt proven money-making headlines to your business.