The DFS effect. What happens when you’re always on ‘sale’

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I see it all the time. I even take advantage of it. Some businesses have too many discount sales and special offers – in fact it can seem like a permanent sale. I call this the DFS effect :)

But what happens? – no one buys at full price.

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Take 2(00)

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Now I love my Thing, as I know you do too. And here’s the thing about your Thing: when it’s brilliant, it’s your responsibility to share it—over and over again.

To just do your Thing once isn’t going to help everyone who needs your Thing. And every time you deliver your Thing you need to do it brilliantly.

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What I didn’t learn at business school (but know now!)

While I did learn a LOT of theory and case studies of big business, and if required I can write out a cashflow forecast and balance sheet by hand, what I didn’t learn was any of the actual practical ‘stuff’ that business owners—especially small owner managing solopreneurs like many of us doing our Thing actually need to know.

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Well, what a surprise… customers like good service! and they aren’t always bothered about price

Now, you may be thinking that, in these price conscious times, that having the best (lowest) price is all it takes to get customers. But, in many instances, this is just not true… in fact, pricing is less important than good experiences and service. That’s pretty vital to remember in business, whatever you are selling…

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Just make it up!

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Now, I am NOT suggesting you lie about what you can do, but I am totally OK with you inventing a new market to own. I am also OK about you making up a new way of doing Things—specifically YOUR Thing.

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Even the best hairdresser can’t cut the back of their own head

Sometimes we think that because we can do a good job on others we can do it for ourselves. But that’s when we forget 2 things:

1. It’s on the end of our nose which, of course, we look straight past so don’t actually SEE it
2. Cobbler’s children: we’re SO busy doing our Thing for other people that we completely forget or neglect to do it for ourselves…

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