Peek behind the curtain

Nearly everyone likes to get the inside story, the backstage tour, a peek behind the curtain—coming face to face with the unvarnished real deal in some sphere of life that deeply engages them. So get thinking about how you can offer something along those lines t =o your best customers.

This works best not as something that can be bought, nor as something that's free for all, but rather as a privilege for your highest-spending clients.

It might consist of lunch with you at your industry's annual trade show. Or a conference call in which you answer detailed questions about how you became successful. Or stuff you share from your private archives. When you choose well, your perk has a value beyond money.

A good example is the mail-order mogul who created a video of a typical day in his business. It showed him opening his mail, preparing orders to send out, reviewing ads—all incredibly boring for anyone apart from neophytes in his field, who felt thrilled to see these steps fleshed out in living colour.

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