Pull Marketing Strategy #6 – White Noise Value – Jason Elkins
I’ve surrounded myself with supportive, encouraging, and passionate entrepreneurs. They have pushed me to deliver excellent service to my customers, and remind me that there are always ways to improve. I knew when I started this business last year that I would have to deliver a high value service if I wanted to grow. This mindset – ‘work hard with each customer’ - has created referral opportunities for us.
I had a client describe our services recently saying we added “white noise value”. I asked him to elaborate and he said “you helped me figure out my fulfillment process, introduced me to a potential client and suggested some unique promotional opportunities for my business. I had asked for a custom fan page and came away with much more, and it’s hard to describe that type of service on your website or in a conversation, but you went further than I was anticipating.”
That was a cool compliment. I love connecting my clients to others that may be able to utilize their services or help enhance their business.
I was thinking about this the other night when I went to a show at 12 & Porter in Nashville. I’m an ‘Americana’ music nut and have seen Steve Earl, Vic Chestnut, Wilco, Nickel Creek, Gillian Welch, Wayne The Train Hancock, Scott Miller, The Del Mccoury Band, Alison Krauss & Union Station, Keb’ Mo, Ricky Skaggs, and Korby Lenker, among other great bands/artists. At the show last week, the opener was Angel Snow who wrote 3 songs that were recorded by Alison Krauss and Union Station for their new album. Next, Sarah Siskind tore up the stage with great songs and her incredible voice. After Sarah (as if that wasn’t already a great show) Ari Hest took the stage.
Ari is a singer/songwriter who lives in New York. I had never heard of him until Tuesday evening, and now I’m a fan. He has a big and smooth voice and performs as if he was born on a stage. Just as impressive was the person Ari brought with him, a percussionist named Doug Yowell. Doug sits behind a modified drum kit, however referring to him as just a drummer/percussionist would be a disservice.
- He sang harmony, and sometimes lead…
- He played with his hands, sticks, mallets, brushes (metal and wood)
- He recorded and looped some beats back through some of the songs they were playing
- He kept time with a rattle that he had tied to his left leg.
- His ‘feel’ was as good as any symphony musician, weaving volume changes at the perfect level as needed
He never stopped moving and I was mesmerized. The two of them together sounded more full than even good bands with 3 or 4 musicians. Ari is a vocal craftsman, but with Doug they are a dynamic force!
I’m sure there are many drummers in New York that would go on the road with Ari… However, Ari chose to work with the one that would add the absolute MOST to his show. I can only speculate that at some point in his career, Doug decided to over-deliver with his band-mates… He brought his own ‘white noise’ value and just makes everything around him better.
Being good at your job or service is the first thing to focus on, but introducing your clients to new business contacts, networking groups/opportunities, or just suggesting a great book/blog to read are simple ways you can help solidify relationships and lead to great referrals.
What is your ‘white noise value’?
Jason Elkins
Managing Partner
Transparent Social Media
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