Powerful Lessons from a $20 Bill

Recently I was speaking to a group of 50 women and men.

I opened my presentation in silence and by just holding up a $20 and saying, “Who wants this $20 bill?” With a space afterwards and more quietly I added, “No strings attached.”

Now who in their right mind wouldn't want an extra $20 in their wallet?

That's not what happened. Only a two raised their hand. One fast, one slowly.

After having to walk over to the first hand and giving the $20 bill away to a man, I stood staring at the audience in silence. It wasn't a long silence but a silence where everyone expects you to be talking. I could see the wheels turning on people's faces as they realized what they just lost out on. I waited in silence until I saw a few audience members fidget. I doesn't take long.

Then one woman, the first fidget-er actually, spoke up in an annoyed voice. 'Darn, I could have used that $20 for gas today.'
This exercise demonstrates that even when we market from the truth with no strings attached, and even though we totally think of the customer first, many people perceive, even assume, there is going to be a catch to the offer.

This is a powerful lesson -- written or verbal. People reading or hearing your message is going to be thinking with an 'it's too good to be true' mentality.

This means whenever you are preparing any type of marketing message (material) you need to see your offer from a 'it's too good to be true' perspective. What do they perceive? What are they assuming? What's the catch?

In my next presentation, all women this time, I opened with giving away another $20. Only this time when I mentioned there were no strings attached. I said it with greater vocal variety. For instance, I said it as if I was reading something and the 'no strings attached' was in bold print.

Every hand rose fast.

Here's what I learned:

Whenever you make an offer, you absolutely have to make sure what's involved on their part. What they can use it for and how will it help them. What will they miss if they pass up this opportunity? It doesn't always need to be something big and bold, just pertinent to them.

In presentations when I say it different, something like, “Here's a free $20, take a friend to lunch on me today.” The hands rise fast but there's always someone, even several, who run up to the front of the room to grab the 20.

Yes, I've observed there is a different result between an audience with all men or all women, and a coed group. You will have to fit the words according to the group and the results you want to achieve.

Think about this every time you make an offer.

Try it. Pull out a list of your offers. If you don't have one, make one.

Look at the first offer and ask, “What do I need to say to get some prospects to run to the front of the room to grab this offer? What must I add to get them to raise their faster? What do I need to add further to help the lag-sters to get the picture?

The answers will surprise you but they will never let you down.

With each experience, you will improve.

Now, all you need to do it place your realizations into action.