Learn the Magic Touch
Derek Sivers is holding a one-time class to teach you the "magic touch" in business, with examples, war stories, and lessons you can apply right now to do better by your customers and profit as a result of it.
Some people seem to have a "magic touch" for business and delighting your customers, and Derek Sivers is one of them.
At various times a a musician, programmer, writer, entrepreneur, world traveler, popular speaker at TED conferences, and all around beloved guy known for great writing and helping people -- he's probably most known for building the largest independent music company online, CD Baby.
Echoing humility and looking back on it, Sivers wrote
I can’t believe how foolish I was to start my first company. Just me in my bedroom with no experience, making a little website, when I was up against giant IPO-funded competitors.
I was an over-confident punk, thinking I had the answer, and everyone else didn’t. But it worked.
Yeah, it worked.
CD Baby became the largest independent music distributor, with $100M in sales for over 150,000 musicians.
The company doubled sales and profits six years straight, without actively trying to grow. No advertisements, no venture money, 100% ownership.
How did that happen?
Because Derek has a rare mantra -- he exists to thrill and delight the customer, and always remember (and have all the staff remember) that the point of the business is to serve the customer.
The customers had lots of fun, and they told their friends.
The order confirmation email Derek wrote, the one that happened when anyone bought a CD, is now the stuff of legend
Your CDs have been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CDs and polished them to make sure they were in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CDs into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved ‘Bon Voyage!’ to your package, on its way to you, in our private CD Baby jet on this day, Sunday, December 11th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year”. We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
Thank you once again,
Derek Sivers, president, CD Baby
People laughed. They forwarded it to their friends. They posted it on their blog. They loved doing business with a company that has fun and surprises them, and obviously enjoys what they do.
Oh, and that email got re-posted 20,000 times online.
CD Baby spread through intense word of mouth, but it wasn't a marketing tactic or strategy. It was a mix of intense focus on the customer, and then letting the best parts of your personality shine through.
It’s not trying to be cute so much; it’s just the way that two friends talk with each other in real life. We’re not so formal. We make jokes, we say sarcastic things to be a smartass, and I think it’s a shame that people can be very charming and full of life and personality, but as soon as they call something “business” they clam up, get all formal, and taking all the fun out of it.
As if fun has no place in business! You can meet someone with a very dry business, but they’re very fun if you’re having drinks afterwards in person.
I never wanted to keep that separation. For me, it’s just pulling your regular human personality into your business dealings, too.
You see this in small businesses that don’t take themselves too seriously. I always have this role model of the little shacks on the beach, where there’s a little hut that’ll rent you fins and a snorkel and a mask for $6.
You pay them six bucks, they give you the snorkel and fins and mask, and you go swimming.
You look at Jim and Bobby’s Snorkel Shop. They don’t need it. Why do I? Why do I have to be so serious and formal because it’s business?
The messaging of CD Baby was all about fun, loving music, and taking care of the customer.
There was a "do you have a special requests?" form when a customer bought a musician's CD, and sometimes the customer would ask for something... like a rubber squid. Coincidentally, CD Baby had just been given a gift of some squid by a happy Korean fan, and they included the package of squid with next-day delivery to the customer. The customer was shocked (and made a Youtube video, which of course went viral and other people wanted to know more about CD Baby afterwards).
Derek explains again
The single most important thing is to make people happy. If you are making people happy, as a side effect, they will be happy to open up their wallets and pay you. People who loved CD baby the most are the ones who needed to contact us for something; once they contacted us, we went from being just another website that was pretty good, to being an amazing company that they consider above and beyond cool; a company they are really happy recommending. Everybody who contacted us walked away feeling better about the company before they needed to contact us.
For the person who believes companies aren't friendly enough, Derek is a breath of fresh air.
For musicians, he was a dedicated advocate and always worked to do right by them.
And for business owners, freelancers, and people operating on their own creativity -- he's a massive inspiration. He shows that it's possible to be authentic, treat people well, have fun, and actually build a more successful and profitable company as a result.
Derek is doing a 90-minute class for charity about how to learn about his mentalities, tactics, and war stories on how to get awesome customer experience going in your business. You'll also get followup group discussion to implement and improve your results right away.
On February 19th at 8PM Eastern Time, you'll be live with Derek for 90 minutes. You'll gain simple, quirky, and magical nuggets of insight. The point is to get that magic back where you're really loving the customer and making them happy -- and the customer falls in love with your business, too!
In it, he will personally help you:
- Make your business more exciting and human (even if you’re in a “boring” or “formal” industry)
- Build out customer "that's when I fell in love with you" moments
- Get your messaging so your customers actually enjoy reading and sharing your notes
- Make a list of magical, little gestures to thrill your clients
- Come up with ideas to delight them (that your competitors and big stores would never do)
- Adopt the mindset and philosophy of empathy and intense customer focus
You’ll rethink how you do business. You’ll gain simple competitive advantages your competitors will never think of doing. And this is in a way that makes business sense -- again, CD Baby grew like crazy because Derek fundamentally took care of musicians and their fans while building a profitable company.
Make Friends Afterwards and Get Accountability to Implement
There's a bonus after Derek's class for implementation. The kind of person who is interested in Derek's work and is signing up for this is likely of really high caliber... and most likely, you've learned things in the past but haven't implemented.
After you sign up for the deal, you'll be given a team to share insights with and discuss who will schedule two followups. You'll be able to discuss how the ideas apply to your own business, and get some accountability to make sure you implement them. Those followups will each be an hour -- come to them, make friends, and implement.
Teams can vote and send their favorite implementation of customer happiness to us, and we'll post the best on the GiveGetWin blog so you can get recognition and inspire others.
If you have friends who are signing up, email us and we can make sure you're on the same team for discussion and implementation.
A Rundown of the Format
You'll learn from Derek on February 19th at 8PM Eastern Standard Time.
You'll be given a "team" to discuss the ideas with and how you can implement them. This is optional (you can just come to Derek's class if you're busy) but should be a great way to make new friends with like-minded people.
Your team leader will have two followups scheduled for discussion, one quickly after and one a few weeks after to review implementation.
Vote on your favorites in your team, and we'll post the best on the GiveGetWin blog so everyone can learn from your delighting your customers.
Get powerful lessons, accountability, new friends, tons of fun, and some recognition for doing some good work.
What People Say About Derek Sivers
Derek is the entrepreneur's entrepreneur. Just as important, perhaps more so--he is a phenomenal teacher. Whether detailing the fascinating rise of CD Baby, explaining catastrophic (but common) founder mistakes, or teaching me about relational databases in two minutes using analogies, he makes the complex simple. Moreover, he makes it all actionable.
Here’s what people Derek have advised and worked with say about him:
He developed a customer first philosophy and culture that didn't care about growth and ironically, inevitably grew. He makes a great for case for simply pleasing the customers, and employees -- and if done well, growth happens as a by-product. - Rod Jurado
He is all about people being the strongest asset to facilitating change. I am inspired by this man and recommend him to anyone serious about integrity, credibility and making some real waves.
Mike Puskas - CEO/Owner Ikonic Artist Management LLP
Derek is an innovator and visionary. He inspires me in my goals in serving the creative community and audience.
Jay Warsinke CEO, indiepower.com
So how much does this live class with Derek cost?
It’s $97. To internalize the philosophy that’s made him so beloved, so happy, and so successful. To get contrarian ideas your business will profit from. And to be part of a team of cool entrepreneurs committed to making sure you follow-through.
It's of course key that you enjoy yourself and completely guaranteed. If you don't get perfect enjoyment, satisfaction, and value out of this, let us know and you'll be courteously refunded 100% at any time.
(This is about great customer service after all!)
And it’s easy to order. Just scroll down and click, and you’ll be taken to a secure page to enter your credit card details.
Is $97 a little too much?
Note that it goes to charity, and it's 100% volunteer (no salaries, benefits, shenanigans -- just doing good for some kids/families).
When, then look past that to the value you can both give and get in your business --
Think about this: how much did your most loyal customer last spend with you?
- How many referrals does he give you?
- How valuable will it be to get more customers like him? And have them refer you too?
- How much time and money do you spend to get in front of your prospects?
- How much will you save if your referrals grew so fast, you won’t have to prospect or advertise anymore?
- How would it feel to stop selling to cold prospects?
- To focus on thrilling customers who already love you instead?
Derek will help you do all that in a way that makes the world a better place and delights the people you do business with... you'll be spreading happiness and building more intensely loyal customer relationships at the same time.
Two things set Derek apart from so many brilliant entrepreneurs: his customer-focused mindset, and his ability to do little magical things to truly connect and delight and surprise the customer.
I don’t know how much increasing your customer's happiness and satisfaction will translate to your business's growth.
But we'd hazard a guess that it’s a hell of a lot more than $97.
To really understand what this is about, here’s one of my favorite quotes from Derek's book Anything You Want,
“It's too overwhelming to remember that at the end of every computer is a real person, a lot like you. Whose birthday was last week, who has three best friends but nobody to spoon at night, and who is personally affected by what you say.
You recognize that right now. But will you remember it next time you feel overwhelmed?”
That’s what this is about. Not only business tactics. Or strategy. Or doing cute stuff. This is internalizing a philosophy on doing business and living life.
This is remembering, always, that the person who’s generously taken out his wallet and given you money is a real person. He’s not just a few dollars or your 5,000th subscriber or someone raising your customer service expenses.
But a real person, a lot like you.
And remembering it always, whether you’re in a good mood or not.
This is about making your company more human. And making a conscious effort to make doing business with you a net gain for the world. So much, we feel invested in your success and want to do business with you. Over, and over, and over again.
If you’re ready to learn from Derek on building this mindset (while having a heck of a lot of fun), jump in by clicking the button below to save your spot now.
You will never look at your business the same way again. Every interaction, complaint, and compliment becomes a novel idea to thrill your customers. You will rely less on “experts” and feel comfortable doing what feels right to you. You will grow bigger, without ever becoming boring.
If that sounds good, then Derek will see you on February 19th, 8PM Eastern.
I’m really excited for you. In less than 2 weeks, you will have in your hands, a concrete list of ideas to give your business more personality. To make it more fun. More you. Then we’ll feature some of the best implementations and results on the GiveGetWin blog. But that’s for later.
Once you sign up, you'll get a confirmation email (slightly less witty than Derek's, but still ok). We'll send you a login link before the class, and on February 19, 8PM-9.30PM Eastern, click on your log-in link. This is where magic happens: Derek will share insights, stories, epiphanies, and lessons and help make your customers fall in love with you while being delighted.
The price is only $97; all proceeds go to charity; and there's no personal risk -- if you’re not overwhelmingly gloriously satisfied, then just email us and we’ll send you your money back. No problem.
If you're in, Derek will see you on February 19, 8PM Eastern.
We'll see you on the other side.