Believe it or not there is a real marketing lesson that ties in with that bizzarro subject line!

Last night I went on a first date with a very nice woman who we will call “Susan” (We are calling her “Susan” because that’s her name).

After a couple classes of wine and a cheese plate at a little outside cafe in Roswell, GA, we walked down the street for a meal that classically compliments wine and cheese…sushi. Yes, I know that’s an odd combination but back to my story.

Along the typical first date conversation, we actually starting having a little debate about sushi. I won’t bore you with the details of the debate but suffice it to say, she thought one thing and I thought another. I asked her if she would like to make a little wager…my regular bet of one dollar. She agreed to the bet and noted that it was the only dollar she had in her wallet.

When the waiter came around, we asked him to settle our bet and, of course, I was the winner.  Being the good sport I am, I immediately had her empty her wallet of the dollar, write on it, “Dave was right and I was wrong.” and then sign it. After admiring my winnings for a few seconds, I joyfully put the dollar in my pocket. (As a wise ass private client of mine is fond of saying, “It is shocking that you are still single!’)

After an excellent dinner, I went to use the restroom and when I returned to the table my date had paid for the meal. That was a first for me. (Not a woman buying me dinner. I’ve had that happen quite a bit – just not on a first date!)

So not only did I have a great meal, I also made a dollar profit as well!

So what is the moral of this story? Actually a couple:

1.  Get to know your market and the business model before you start investing money. Many entrepreneurs make the mistake of only looking at the surface level of a business and are fooled into thinking that they understand the business. An example of this would be watching an infomercial with a guy selling a book for $19.95 and thinking that he is making his money by selling the book. However in reality ALL of the money is made with what is sold to the customers after she buys the book.

My date, made the mistake of making a bet with me (a huge foodie) who knew more about the sushi market than she did.

2. Surprise your customers every now and then by giving them something really good for FREE. (Not least there be any confusion I was NOT a “customer” of Susan’s – if you know what I mean. LOL.) I was really pleased that my date was thoughtful enough to buy me dinner. It was genuinely a nice surprise.   You should do the same for your customers. Do a free teleseminar or webinar where you don’t sell anything. Give out a free report that is really a report and doesn’t pitch.

If you’ve been a subscriber of mine for awhile you know that I practice what I preach and periodically throughout the year give you some valuable free content. (In addition to the valuable content I give you each week in this newsletter!)

So think about what you could give to your customers and subscribers as gifts and put in down on your marketing calendar so you actually follow through.

Have an outstanding day!

By the way,  I’d love to hear what you have to think so be sure to post your questions or comments here on my blog.

Kick butt, make mucho “DEE-nero!”

~Dave Dee

P.S. Speaking of giving customers something valuable for free, next week I will announcing a FREE weekend seminar I’m doing for my customers in May. If you have ever bought anything from me, you will be getting an invitation and need to RSVP immediately because seating is VERY limited. This is NOT a pitch fest. It’s just me, you and a handful of our attendees working ON your business.  I guarantee you’ll say it is the most valuable seminar you’ve ever attended regardless of price. Stay tuned!