Christmas Music on the Beach and Rat-piss Wine (I Didn't Drink it)

Went to have dinner at a beach-side restaurant the other day.
It was fun, the food was good, the staff were friendly.
The wine was terrible, but the waiter tasted it, muttered something in Spanish that roughly translates as ‘rat’s piss’, and swiftly uncorked a new, good bottle.
Food arrived, and a good time was about to be had by all.

Except for the music.
Oh god, the music…


Someone, for some reason, had decided that the clientele wanted to hear Christmas music.
I honestly don’t know why. Really, who wants to hear the same songs over dinner that we hear in shops, in our car, on TV, all through December?
Would a diner not prefer to listen to the sound of the surf?
I sure would.

It made me think of the defaults we have, and which can do a lot of damage.
Default reactions, default attitudes, default procedures – we automate a lot in life.
Even if we think we don’t.

In business, that can cost you a lot.

This restaurant, by putting that music on, easily loses out on $200 a night

How?
Simple: after dinner, people enjoy staying on the terrace. It’s the Spanish way: after dinner, you drink mixers: Gin-tonic, Bacardi-cola, that sort of thing.
But because the music is enough to drive you up the wall, people eat their dinner, drink their coffee, pay their bill and leave.

Their after-dinner drinks, well they go have those at the next-door bar, where the music is just great.
If four tables, each having 2 adults, of whom each has an average of 3 long drinks at $8 don’t stay to have those drinks there, the place just missed out on $192.
That’s a lot of money they guy doesn’t take home that night.

Just because he didn’t think through his plan to put on Christmas CDs.
He simply defaulted, copying what all other businesses do this time of year: blast your customers with Xmas messaging, any way you can.

Everything is marketing.
From the shine on your shoes, to how far you extend your hand, to the weight and thickness of the wrapping paper you use.
Everything is part of your marketing mix.
Some things have minor impact, others are significant.
Most are default, and some of those are deviously important to get right.

Look at your business: Are you using habitual, default ways that are actually preventing people from buying?

Probably yes. We all do. And it really, REALLY pays to observe and improve where you can.
Best thing?
Most of that type of improvement costs little or nothing at all.
Even better than best?
It can make a huge difference to your bottom line.

Even more better than that? (We call that ‘stellar’ around here): When you work with me, you get yourself not just a copywriter who gets you sales, but you also get me to point out those blind spots, the defaults that stop your growth.

Just one of the many added benefits of working with someone who cares about his customers and who knows how to make their business grow.

Want copy + all the extra goodies? Read all about it: http://martinstellar.com/high-conversion-sales-copy/

Cheers,

Martin

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