🖐 Happy Mercurri!

Issue #68 is a 3.0-minute read.

The Gift No One Ever Returns

I have a love-hate thing with giving away ‘free stuff.’

As a kid, everyone told me, “If it’s good—charge for it.”

So, when I drove into Canada on Saturday for a lunch meeting in a charming lakeside village, I knew the parking prices would be nuts.

The village was smart. 

They had public P signs up and down Main Street.

And tons of locals opened up their pricey home driveways for shoppers.

I saw tourists pay $45 to put their $85,000 Porsche SUV in a front lawn so they’d be close to the stores.

📈 Love that supply and demand.

I arrive early at the village.

Lunch is at 11:30.

You know there’s nothing worse than sweating, stressing, and scrambling for parking when you have an important meeting.

At 11:05 I have tons of time and a 6th sense for finding a spot. 

No pressure.

Behind the church, “ALL FULL.”

Next to the art gallery, “LOT FULL.”

Okay, 11:15, a little sweat on the forehead.

Adrenaline at a 6 on the 10-point scale.

Let’s check the driveways further off Main Street.

Crawling at 3 mph behind 27 other cars on Maple Ave. was torture.

Cars are fighting for $50-a-day spots.

One house is charging $60!

They’re even dressing up their kids like Santa in valet outfits.

It’s 11:20….!

There’s a 90% chance I’m going to be late, which is a gut punch.

I hate being late—more than I hate paying $50 for parking.

Car window down, I throw my left arm out, telling everyone and anyone I’m making the damn U-turn.

Horns go off, drivers scream, and a teenager in a white Tesla curses me out in French. 

I peel back down Maple, cross Main, and go 6 more blocks south.

😵 Nothing…

No spaces...

Still no spaces...

Full sweat and a 9 on the adrenaline meter.

🔥“AAAGGGGGHHH……”

Then... I see it!!

The black, spotless Highlander SUV, with an attitude.

The engine starts, the headlights go on, and the Highlander moves…

I hit my flashers, nail the brakes, and wave every car behind me to “Come Around!!’

The black SUV coolly eases out of her space like a panther moving into the darkness.

It takes all my Boston parking skill to pull a wicked fast K-turn and wedge into the open spot.

💥 It’s 11:28…!!!!

I sprint to the parking meter, flip up my Apple Pay, and hit “PAY NOW.”

I’m waiting for the final amount… $30, $40…

The screen goes black.

WTF!!

And then…

The message appears.

It’s in bold, Arial font with red and green letters.

“FREE Parking Today. Enjoy the holidays.”

👼 Hark! The Parking Angels sing! (giving myself a pat for that one…)

And that’s just it!

Sometimes ‘free’ is worth a million for the goodwill it brings.

If you want to win premier customers, you have to know when to…

Give it Away

In your high-end 1- or 2-person business, you must charge premium prices for your expert advice and solutions.

Folks expect it. They’ll shy away if you go discount crazy.

And, still, it’s key to know when, how, and what you give for free that keeps customers happy and your premier brand looking sharp (like a kid dressed in a red velvet Santa suit).

Ask yourself:

• Does your freebie enhance your brand?
  

• Does this freebie speak directly to your ICP (ideal customer profile)?
  

• Does this freebie give a smart, mini solution that helps your customer solve a BIG challenge?

Templates are ideal.

Even better, go pro bono with your time.

It’s the perfect gift that no one ever returns.

🎄 Especially during the holidays.

P.S. I made the 11:30 lunch—6 seconds to spare.

🙏 Thank you, Highlander and quaint Canadian village.

I appreciate your sharing this newsletter with your friends and contacts.

Stay curious in your business and keep opening doors.

-Erik

P.S. If you dream of getting to $150K of sales, let’s do it!

When you’re set, here’s your custom, 90-minute consulting session to bring you there. Faster.