We should all be giving away our Big Mac secrets!
92 Million Big Macs were sold in one year, in the UK alone. That equates to £394,680,000 worth of Big Mac meals. That’s a lot of money. So why have McDonalds chosen to show people how to create a Big Mac at home? They even gave away the recipe for the famous Big Mac sauce! They even made the video 2 and a half minutes, making it even more appealing. (The video is at the bottom ). Surely this is madness, even suicide right? Why give up the secret that’s been bringing in nearly £400 Million per annum.
The video has actually been up for over 3 years. The figure of 92M Big Macs sold, was actually for 2014. That’s 2 years since the video went up. Bearing all of that in mind, it’s fair to say, we can learn some valuable lessons from Ronald.
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Help don’t sell – (Sharon told me this)
Information is everywhere and it’s open sourced. A quick google search will show that recipes for the Big Mac have been available for a long long time and Chef Dan openly admits this right at the start of the video. So if a potential client can learn how to do what you do, or in this case create what you sell, then why not give it to them anyway? If you don’t, someone else will/has and these potential clients will go elsewhere. At least this way, you can get your brand in front of their eyes. Regardless of your occupation, it makes sense to help others. The plus side is, you’ll gain trust and you’ll become an authority; someone who knows what they are talking about. That kind of reputation building is something money can’t buy and that valuable content is something that will get you noticed.
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Experience is everything
People loved to be served, they loved to be wooed, they love to feel some value. Even if you make a Big Mac at home, it’s never the same. Why? Because you want the experience! You must ensure your customer experience is something that stands out. This will keep customers coming back. Experience is in everything you do that connects with people. Emails through to customer journeys, through to tweets etc etc. Get the customer experience right and no amount of freebies will prise your customers from you because they’ll see the value of your company.
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Experience is everything.
YOUR experience is everything. Whilst the information may enable us, experience can’t be taught and we all know this. Youtube can show me how to build a house, but if I value the end product, I’m going to let the experts build it. Show your target audience why you’re the expert! Your potential client may choose a DIY approach but your experience in whatever you provide is something the client understands they can’t replicate and eventually (when they have the budget), they will come to you. But first, you have to show them you have the experience!
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They will still buy
Even with all the information in the world and all the resources available, customers will still buy. Whether it’s time constraints, convenience or just a plain hatred for doing whatever it is you are offering (don’t be offended, it keeps you in a job), people will still buy from you. This point is proven by the figures stated above. People will still buy Big Macs and the reasons why are endless. Don’t be afraid to give away your hints, tips, secrets and more. You will reap the benefits in the end.
TL;DR: Tell them what you do. Show them how you do it. They’ll still buy from you and you’ll probably get a few more customers, just because they’ve discovered how awesome you are at doing what you do.
I know I know. Put you’re money where your mouth is Sunjay, show us how to make a video. Fine. I’ll get it done.
