🖐 Happy Wednesday!

Issue #53 is a 3.0-minute read.

1 big topic: Your First Step When You See a Client Ghost

When a client ghosts you, take a deep breath and tell yourself you may have done nothing wrong.

Why it matters: If clients don’t tell you why they left, you can fool yourself and make changes you don’t need.

The backstory: In my first year in business, I had nine ghost encounters.

Every time one appeared, I made a switch to my pitch, pricing, or the way I talked about the markets.

💡 I always put the spotlight on me.

That was wrong, and I chose a new path.

Zoom out: When clients go away, it’s natural to think you made mistakes:

• Asking the wrong questions
  

• Making it hard to work with you
  

• Showing your price instead of your value
  

Zoom in: Before you make a fix, say this:

“It’s life, and they might have stuff going on that they need to work through.”

Clients have 1,000 things flying around in their lives, and they can leave for reasons that have nothing to do with you or your business.

Yes, you should review your process.

Be sure you didn’t make a big mistake.

If you did, own it.

Send a note to your client to tell them this one’s on you.

90% of the time, it’s not.

The bottom line: Each ghost gives you more time to focus on real people.

There are thousands of them, and they need your help.

P.S. Of the 9 ghosts I faced in year one, 4 of them came back in year two with an apology and a handshake.

They turned out to be my best clients ever.

💥 This week’s business story:

Bad Movie Reviews Force Apple to Write a New Script

When your new products fall flat, the best move is to shut them down fast and find a new angle.

Why it matters: A long line of duds can hurt your brand and show clients you lost the magic.

Between the lines: Apple has a track record that any CEO would want.

Their move into feature films has not gone well.

Sales are weak, and their reputation for turning ideas into gold is at risk. ⁽¹⁾

⚠️ Even with $61 billion in cash, Apple knows it’s unwise to throw good money at bad products.

The last thing they want is a string of movies that make them look out of touch and off their game.

How this helps you: When you build a product that drives big sales, look both ways before you move into the next market.

A great first product does not mean you know how to win in a new market.

☑️ Hold each new product to the same high standard as the one your clients love.

If they don’t like the new one, look at your assumptions and find the fix.

Your brand and products take a long time to build.

Treat them with care and know when to say “when.”

1 fun idea: Why a Great Review Helps You and Your Neighbor

When you share a good review, you help someone make a wise choice, and you get a reminder of what makes a business great.

Why it matters: You give a referral when you trust the business, and it makes you work harder to earn that trust with clients.

The backstory: This year I wrapped up 8 projects at the house.

I had to find local businesses to help me.

Carpet, paint, trees, grass. You name it.

I met business owners who were smart, kind, and great at what they do.

I met others who should shut down their shop and try something else.

When my neighbors see the results, they always ask:

🔥 “Who helped you with that?”

This week, I made an infographic with the names, numbers, and websites of the great businesses who helped me.

💻 I’m emailing it to my neighbors so they can use it the next time they need help.

The bottom line: When you share a good review:

• You help your neighbors make a smart choice
  

• You help a local business stay in the game
  

• You help yourself work harder so your clients refer you

😁 I hope today’s newsletter topics are helpful.

Stay curious and keep opening doors.

-Erik

Hitting $50,000 in annual sales is a huge milestone.

If you’re there, that’s A-M-A-Z-I-N-G!

Going from $50,000 to $150,000 is a bit harder.

When you’re ready, let’s get you to $150,000.

Your custom, 90-minute consulting session gets you there. Faster.

You deserve it.

Notes:

⁽¹⁾ Nicole Sperling, Apple Rethinks its Movie Strategy After a String of Misses, The New York Times, August 25, 2024, Last viewed August 26, 2024, https://www.nytimes.com/2024/08/25/business/media/apple-movies-theaters-wolfs.html