Recently we took a short break in Scotland and visited Jupiter Artland. It was an accidental visit, we drove past a sign for it, I googled it and we decided that it sounded like a great place to pop into for a cup of tea and a mooch about before heading back to our cabin.

Well it was wonderful. When you drive in, you go through these beautiful gates and up a long drive. There are people on the drive so you have to be careful, but when you get to the end of it you have find yourself driving between sculpted hills and lakes that are pretty incredible, and then you pass this huge fruity sculpture – so it’s all very exciting already and you’re not even out of the car yet. When you’ve parked the car you walk past an orchard with ladders planted into the ground, past some random sculptures that look a bit like snowmen and then through an art installation that puffs water out at you. The kids LOVED this.

All before we’d even paid.

How’s that for value?

How’s that for creating interest and getting you excited about what’s to come?

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Once we’d paid we headed straight for the cafe and this was a pretty amazing experience too as “the artist Nicholas Party has transformed the space into an immersive and fantastical dining experience, with a distinctive take on the Parisian Bistro Aesthetic” You’re basically sitting inside a large, vibrant painting. It’s pretty special.

And then we took a walk around. I should mention at this point that we’d arrived very late in the day and therefore there was a LOT that we didn’t get to see. We need to go back. I’ve already said enough about this visit to move on to the point of why I’m telling you all this, so we’ll leave Jupiter Artland now – you’ll have to go and explore it yourself.

So why am I telling you about this part of my holiday?

Because the build up to actually arriving and paying our entry was so good. Because by the time we’d arrived at the shop, we were really excited about what else we might see. The kids were excited, we were excited – we couldn’t wait to see what else was in store!

What can you do to make the arrival process for your business so good that people are desperate for more? What value can you add during the process of getting to know you and finding out more about you, that makes people really excited to work with you? That gets people wondering what they’ll get from you when they pay you if the free stuff was so good? How can you create interest and excitement in your business to encourage others to want to know more about you?

Gary Vaynerchuck says “If you’ve provided value, given them great content, done everything you can to make the journey as smooth as possible, I can promise you you have that much better of a chance of making the sale and getting that customer.” we don’t want to be asking aaaaalll the time. People get sick of that. We want to be giving because that gets to people, it causes a stir, it helps them to feel emotionally involved. And it makes you feel good too. Kimra Luna says to “throw value around like confetti” (which I love) and Carrie Green says “The more you connect & resonate with your audience in a way that delights them, the more successful you will become”. How can YOU provide incredible value? Think about…

  • Creating great content
  • Making the customer journey smooth
  • Connecting and resonating with your audience

Maybe you could:

  • Give something away.
  • You could offer some free help and provide a free report to show how they can improve.
  • You could create an amazing experience in your store or office when people arrive.
  • If your business is virtual you could work on some fun emails or post something out.
  • Create a Facebook group (or other community) and give give give.
  • Send handwritten cards.
  • Remember birthdays by writing them down in a book.
  • Care about people. Ask them how they are doing.
  • Comment on your audiences social media posts.
  • Reply to comments, tweets, messages.
  • Provide webinars without being salesy.
  • Give out tips on whatever it is that you do.

Let me know in the comments what you can do to help your audience get really excited about what you do?

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