Deception is Normal

Is deception normal in your industry?

The menu listed the wines available with dinner. My wife selected a glass of wine while I chose a beer.

The meal was delicious and the service was prompt and friendly.

But, when we received the bill we noticed that the charge for the wine was double what we expected.

Naturally we asked for a correction.

The waiter “explained” (in a haughty tone) that the price shown in the menu was for one deci litre but it was common practice to serve two deci litres.

He suggested that if you only wanted one deci litre you should have asked for that.

We pointed out that that we were not aware of this practice and not given a choice - and that practice seemed deceptive.

He responded, “That is normal” with a dismissive wave and a shrug.

Apparently it was normal to deceive the customer. Instead of remembering the delicious meal, enchanting setting and attentive service we remember being deceived.


George Torok

Benefits Sell: Appeal to Emotions

You’ll look cool

Those are selling words.

Are you using the best selling words in your marketing messages? Review your marketing messages with the perspective of an uninterested prospect.

What is the first response that prospects might have to your message? Is it “So what?”

That will happen when you describe features.

We are open 9:00am to 7:00pm
We have 24 flavours
Backed by 25 years of service

Yeah, so what?

When I was signing the contract for my new car – the sales rep asked me if I wanted tinted windows.

I hadn’t given it any thought and I didn’t want to spend any more money.

But, when she said the magic words, “Tinted windows will make you look cool, I decided in an instant. I happily ordered the tinted windows.


George Torok

Canadian Business Speaker

Move Up-Market to Differentiate: Burj Al Arab

If you are in a commodity market there might be room to move up-market for new products.

For decades the hotels of the world worked on a rating system of 1 to 5 stars. A 5 star rating meant the best in terms of service, luxury and amenities. That high rating was accompanied by the highest prices.

So if you were developing a new luxury hotel you would be competing in a crowded market even with a five star rating.

What’s the answer? Differentiate your hotel by creating a new category.

The Jumeirah Group differentiated the Burj Al Arab hotel in Dubai by designing lavish luxury into the property and exquisite service. The look and feel was so superior to any other hotel that it was labeled as a Seven Star Hotel.

Once granted an imagination-capturing label like that – the label sticks.

Leaders will always have followers. It seems that at least a half dozen other new hotels around the world are claiming Seven Star Rating.

Apparently, (I haven’t been there yet) the Burj Al Arab offers check-in desks on every floor and Rolls Royce limousine service. Rooms start at $1,000 a night and run up to $25,000.

With luxury like that I don’t expect to hear about an eight star hotel anytime soon. But maybe I’m not thinking big enough yet.

If you are fighting for scraps in the middle of your market maybe it's time to move up-market and claim your Seven Star rating.


George Torok

Marketing Speaker

Market to your Peers

Why? The email offered an advertising opportunity to buy an ad in the issue of the magazine that would be distributed at my association convention.

Why would that motivate me to buy an advertisement? Why would I pay to promote my services to 400 of my peers and competition? They aren’t going to buy from me nor promote my services.

It didn’t make sense to me. Yet that was the lead point in this sales message. It turned me off quickly.

Your first point in any marketing literature or sales letter should be your strongest point. You want to grab your prospects quickly and get them to buy.

You don’t want your first point to offend your audience by appearing frivolous or ridiculous.

Always lead with your strength and preferably a success story.

I have asked this magazine sales rep for a success story and she had none. Instead she chronicled an imagined scenario that was based on her fantasy. But that’s another story.

The closing message in this promotion was:

"Be the envy of all your peers and be in the convention issue as its distributed at the upcoming conference."

That's a clever appeal to pride. Appeal to emotions especially when you can't compete on substance.

Be clear on who you are marketing to and why.


George Torok
Marketing Speaker