Value > Efficiency

Hi ,Let’s talk about efficiency, which without a spell check I couldn’t spell.

We try our best to be more efficient - Providing clear instructions to our customers on how to put together and use the products we sell them. We explain how they should store their products, and take good care of them, so they would last for the longest time possible.

While educating your customers, are you entertaining them in the process? Are you inspiring them? Why would you do those things?

I mean, they’re just buying a product from you, right? Wrong.

Well, if you don’t want your product to just be another product, I want you to start thinking differently about your products and business.

I believe that in everything we do in business, there are four aspects we need to focus on:

1. Need

2. Educate

3. Inspire

4. Entertain

How I wrote my book, when I give a talk on stage, deliver an online workshop, or even send out an email, are the four areas I focus on. I want to provide tangible tactics for my audience to take with them to use in their business, explain it in a clear way, I want to inspire them to do better, and I want to entertain them in the process.

Need - That’s easy, that’s the product that we sell. Our customers type in their problems on Amazon, and we come in and solve that problem. That’s the efficiency aspect I was mentioning.

Educate - Be as clear as possible. As said by Jeff Bezos himself, good customer service is when the customer doesn’t need to reach out to you at all, because they don’t have any issues or can fix it themselves. Another quote that I mentioned in my book as well, is that customer service starts when the customer experience ends. Do your best to avoid customer service altogether.

Inspire - The easiest way to inspire, is by telling a story. This is why they all say that a “brand story” is important because it adds so much to the brand, it adds something that feels real.

Entertain - Entertaining doesn’t have to be doing magic tricks or telling jokes (which I sometimes do both when on stage), it doesn’t even have to be funny. Entertaining means making your audience feel something - Joy, empathy, excitement, etc.

So, what does this have to do with efficiency? Well, inspiring and entertaining your customers doesn’t seem efficient, but it is because it provides value. People don’t just pay for efficiency, they pay for value. You listen to a motivational speech to get inspired, watch a movie to be entertained, or read a book to get educated. By bringing in other aspects to your product that are not efficient, you surprise the customer with more value than they expected. That’s the real way to get more 5-star reviews.

I’ve seen so many “efficient” speakers on stage - Providing great content, but not knowing how to deliver it or how to inspire their audience in the process. I’ve also seen great inspiring speakers on stage or doing a TED talk, but without anything tangible, I can take and use it afterward. I’m not a professional speaker by any means, but I noticed that by focusing on these 4 areas in any of my talks and everything that I do, I get amazing feedback from the audience.

There are even brands that when you think about them, are not as efficient as they can be. As an example, look at Build-A-Bear, where a big part of the experience is putting together your own bear, which makes you much more connected to it. The experience could be much more efficient, but they’ve turned the building part into an actual experience inside their store.When you communicate with your customers, are you thinking about the communication itself as an experience? When they read your insert, and instructions, or watch an instructional video - What are you doing to turn that into an actual experience?

The products you’re selling improve the quality of life of your customers. Educate them on how to use your products, inspire them by telling stories, and entertain them in the process. That’s how you build a real brand, a real audience, and generate more 5-star reviews than you ever imagined.

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Thank you for reading,

TomerP.S