From wow! to whatever

Robert Gerrish There's much spoken of the need for the ‘wow factor’ in our work and how without it we risk being invisible. While I agree that having standout is smart marketing, I have to tell you I’m totally over businesses that lead with ‘wow’ only to follow up with…er, nothing actually.

Here’s an example. Recently Jane took our son to a very tall, pointy building in the centre of Sydney as he’s been longing to see what it’s like up there. Through the eyes of a child, the prospect of visiting this well-known attraction was undoubtedly wow on a stick. Jane was pretty excited too, it has to be said.

Sadly, though, their experience revealed that the Board of Twits who ran the outfit had clearly decided the height of the building was wow enough and stuff everything else.

It seems their thinking went something like: Nice food? Nice surroundings? Why bother? This building is over 300 metres tall and punters only come once!

Too right they will and they'll be sure to share their experiences with others. Dumb move guys.

As business owners we can certainly benefit when we have something that really stands out, but a memorable and positive experience needs much more than superficial sparkle. Those who are truly wow-worthy understand that it has to be real and it must permeate everything.

The pursuit of wow is just the beginning. It’s how we apply it that creates the magic.

So what constitutes your ‘wow’ and how do your customers get to experience it?

Share your secrets, unleash your rants or fess up to your failings via a comment.

Oh yes, and if you’re heading up a towering building in the centre of Sydney, do yourself a favour and take your own sandwiches, a packet of wipes and a good book to read in the queue.

Until next week.

Love your work,

Robert Gerrish is Flying Solo’s managing director and founder and works as a business coach, professional speaker, business commentator and consultant. He’s the co-author of Flying Solo – How to go it alone in business.

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I recently attended a Sales Seminar which promoted itself with a strong wow factor. My experience was luke warm at best. Whilst I really respect the presenter and his material, I am of the opinion that the marketing company who designed and pitched the seminar was a mismatch to say the least. Glossy, eye catching brochures may attract the numbers, but hey the negative 'feedback' can undo that in an instant. Marketing nees to have high impact, but we need to ensure we have the goods to deliver a memorable experience. Dianne from Melbourne
I never believed my business had a wow factor until about 12 months ago when I started asking my clients for testimonials/referrals. They see my wow factor as what is commonly called great customer service. Listening to my clients needs and responding promptly. That is just common business practice to me. As I always say - without my customers I have no business. Gina Bourke from Brisbane
One of the best forms of advertising is word of mouth. Seek feedback/testimonials from clients and either use it to learn from and adjust your 'negatives' or promote your positives. Having happy satisfied customers talking to your prospects is better than you singing your own praises. Another way that works for myself, is allowing prospects to see to "see me in action". Pictures say it so more efficiently than any sweet words I can say about myself. This way brings two successful elements together for my business promotion activities. Laynie Kelly from Business & Office Solutions
We are in a business where delivering WOW happens every day because that is what our clients want and expect. Creating graphics and large format banners is a business where you only get one chance which means everyone must be "on the ball".
This creates pressure but it means clients are always happy and come back.
Our people have to start the process with the WOW and then deliver the WOW.
Richard from The Banner Lady
Richard Gill from Melbourne and National
I carefully chose my business name, and am always amazed that it has the effect of making everyone say WOW! Clients love my work, friends love my work, even my framing guy loves my work. I think i manage to carry the WOW factor throughout my entire business - and certainly strive to. I belive everyone should have wedding photos that make them go WOW! Diane Knoll from w o w p h o t o s Nowra
I run a recruitment business and I am sad to say that creating the WOW factor is sometimes as simple as actually doing what you say you will do, in the time agreed, and at the agreed cost.
However, it is often when things go wrong that we really get to demonstrate our value to our client by swiftly putting things right.
Tricia Phillips from Melbourne

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