Be more hotel – Make your clients feel clever

Postcards from Rethink Central

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Prefer to read? Here’s the transcript:

When we buy something we are usually looking for a transformation.

Whether it’s that new pair of shoes so you will look amazing at that big fancy event you’re going to or it’s a course that is going to teach you a skill that is going to change everything in your business, there’s a transformation involved.

And one of the most interesting transformations is boutique hotels.

I know, I know it sounds weird, but bear with me on this.

In terms of the hero’s journey, a fancy boutique hotel is the wonderful magical land. Not where we live every day, but where lovely things happen.

Think about it, from the moment you arrive, youu’rrre whisked into this world of great service, and beautiful lighting, and if you’re lucky a gorgeous room, and wonderful food. All of which instantly transforms you.

But there’s a fascinating part about that.

Which is when you arrive at your hotel, when you’re sitting in your room, you feel clever.

Which is a very odd reaction if you think about it.

Because at that point, all you’ve done is whip out a credit card and spend some money. You haven’t actually done anything clever.

I remember going to this astounding place in Turkey. I was living in Istanbul and we went down to the coast. And we stayed this gorgeous hotel that was all white and flowy curtains. And it was just amazing.

And when me and my partner arrived in the hotel room, we couldn’t stop giggling because we felt so clever for doing it.

Now, cleverness is a fascinating thing to have created within your clients. Because feeling clever, it’s a lovely feeling. It’s like you’ve done something special. You’ve achieved something.

It’s what we want all of our clients to feel.

When people join a Mastermind, they feel great. They have made a great decision.

It’s part of why I have this special system when people join a Mastermind, that makes them feel relaxed about their purchase and that the other people in the group are good and that they have made the right decision because it’s a little frightening to spend a lot of money.

Now, interestingly when you buy a program, you don’t feel clever. You feel exactly the opposite. Because at the moment of buying, you haven’t had the transformation yet.

When you walk into a hotel room, you instantly get that transformation. Like I did in that Anatolian hotel.

With a course, you’ve bought the wherewithal to make the transformation but you haven’t made it yet. And that means it’s kind of scary. Will you get the transformation? Will you not?

I think it is really important to think about this moment:

How can we make our clients feel as clever and together and as fabulous as possible?

It’s a big part of what we’re doing with Evil Coach.

Each section of Evil Coach’s launch is designed to not only educate and entertain – which if you’ve seen the Instagram is extremely entertaining.

All of that is designed to also make people feel clever. To feel like an insider. To be a member of a special club.

That’s why we have the Evil Army, that’s why we have Henchlings for people that have bought further into the program. Cleverness is built into it.

Now, what could YOU do with YOUR clients to give them that clever lift?

I’m Liz Scully. Very soon I’m also Evil Coach.

And I would love to see you on a Q&A and we can talk this through. Come along. You’ll find a box below to join us.

And follow along with the Evil Coach launch. I think you are going to love it. In fact, I think you’re going to feel clever watching it.

Next live call is October 10, 2023 - Noon Eastern / 6pm UK.
Come along to ask your questions about launches, strategies for marketing, Masterminds or whatever you're stuck on in your business.

Add your email below and I'll send you the zoom info for the calls. See you there!

Or come say hello on Instagram here.  I microblog daily.