🖐 Happy Wednesday!

Issue #72 is a 3-minute read...

📘 The Only Way to Celebrate Success

“I’m gonna throw up my Cuban Chicken Salad!”

“Alice, you’re always nauseous before you talk in public,” he said, in that calm voice husbands use when they feel totally useless.

You’ll be great as always," he assured her.

He looked up and saw me trying to wiggle past them.

I was late.

“Hi, Robert. Sorry. Just trying to get by and grab a seat,” I said.

🎈 For seven years I’d bought books at Robert’s and Alice's vintage store, and I was thrilled they invited me to their 25^th anniversary shindig.

I nudged by, embarrassed I was tardy.

I made my way around the non-fiction section, through the travel aisle (“Yes!” to that book on skiing in Austria), and grabbed a seat on a black metal fold-up chair at the end of the 4^th row.

“Friends, could I please have your attention?” Robert yelled, holding up his hands like a flight attendant, pointing to exits.

🍰 He was standing next to the cart with the towering 8-layer chocolate and vanilla celebration cake.

He looked better than Alice.

She was still dark green and leaning against the black lacquer bookcase on Self Help.

“In December ‘99, Alice and I wanted to go into business and create a bookstore for you, our community,” Robert began.

We never imagined we’d still be doing it in 2024.

We’ve had our share of rough days when we wanted to give up.

Like when that crazy internet thing came along.

And when that Bezos guy started selling books online.

(nervous laughter from the crowd)

And still, with all that comes from running a premier bookstore, we still love doing it. For you and for this community.

😀 (loud cheers from the room)

I know Alice would like to say a few words, too,” he ended with a nod to his wife.

She was now glowing with the grace and confidence of a perfect giraffe.

“Thank you, darling, she began.

This journey, owning a vintage bookstore in this neighborhood, is a privilege.

Robert and I always felt that books speak a language beyond words. 

They give us a doorway through which we can travel to any time, visit any place, and engage with gods and mortals.

They teach us how to love, how to share, and how to express that which makes us human.

In all our wonder and imperfection.

And with every tough period, we always tried to make smart choices to benefit you, our customers.

It’s because of you and your support of this bookstore that we can travel, spend time with our grandkids, learn to bake sourdough bread, and take up charcoal drawing.

🙏 We appreciate you. Every one of you.

Here’s to another 25 incredible, fantastic, and life-changing years!”

(huge applause from everyone) 

The crowd stuck around for another hour.

We ate that amazing celebration cake and talked about the nutsy holidays.

📕 📗 📘 And, yes, we bought a ton of books.

And that’s just it!

When you know how to throw a celebratory event for your business and give an A+ thank-you customer speech that is honest and sincere, your audience embraces you.

Here’s why Robert’s and Alice’s speeches were home runs:

• They gave a reminder of when and why they started the business (gives perspective)
  

• They shared a sincere thank you for customer loyalty and support (it shows folks that their support matters)
  

• They offered a glimpse into their life and how the business gives them happiness (people want to support this)

🔑 What’s Next

In 2025, take more time to speak to your loyal customers.

• Do it on video calls, do it on social media, and definitely do it in person
  

• The more you speak in front of folks, the better you’ll get
  

• Host a few events and put yourself center stage

And when you learn to command a room like Robert and Alice, who clearly knew what to say and how to say it, you’ll position yourself as a humble expert that folks love and support.

Stay curious and keep opening doors for your business.

Erik

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

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

When you’re done overthinking it, here’s your custom 1-on-1 discovery call calendar link to see if we’re a good fit to get you there. Faster.