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Lesson #4: Give People More Than Their Money’s Worth

P.T. Barnum Articles
Lesson #4: Give People More Than Their Money’s Worth

Much like the hoaxes for which he became famous, so too was the widely held belief that Barnum was the first to ever say, “There’s a sucker born every minute.”. He never did say those words. In fact, quite the opposite was true. More than any of his competitors, Barnum believed in giving his customers more their money’s worth. It was for this reason that people stayed loyal to him, keeping his business afloat when others were sinking around him.

Barnum traveled the world in search of exotic acts for his museum. At one point, he had collected more than half a million exhibits to put on display in his six-story show in New York City. Despite the high costs of finding content and running the establishment, customers were only charged for one 25-cent ticket, which would allow them to stay at the attraction for however long they wanted. He was determined to make the experience as enjoyable for his customers as possible and to deliver on what he promised.

Barnum worked hard to find acts that the public would not only enjoy, but also feel good about spending their money on to come see. Barnum might have used outlandish stunts and provocative advertising to lure customers to his shows, but once he had them there, he did not fail to disappoint. He single-handedly transformed what was once the sleazy and disreputable world of circuses into a respectable and honest one. In the end, people felt good about attending and spending money on his shows. And, Barnum understood that people who felt good at his shows would be both more likely to return to do business with him and also tell their friends.

For Barnum, the real trick was not making money but keeping it. With the right advertisement or exhibition, he could easily attract people to his circus the first time, but after that? How would he get people to keep coming back for more? He knew that it would have to be the unforgettable experience, something that was more than they ever expected.

Rather than a sucker, it is said that Barnum actually believed that there was a customer born every minute. He was always looking for ways to expand his business, placing no limits on the number of people who he thought would buy from him. Barnum might have made a small fortune with his 25-cent tickets in New York, but Barnum did not want a small fortune; he wanted a large one. To this end, Barnum looked beyond his neighbourhood to see the global picture. He took General Tom Thumb to Europe on numerous occasions, and also brought the ‘Swedish Nightingale’ Jenny Lind from Europe to perform in the U.S.

Barnum made it his mission to provide a completely satisfying experience and to do so on a global scale. He wanted people around the world to know his name and what they could expect from him.





Lesson 4 Give People More Than Their Moneys Worth

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Jay Kubassek
(Jay's Full Bio: EvanCarmichael.com/jaykubassek)  In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.

 

As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)

 

Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. 

 

Jay resides in NYC with his wife Jamie, son Milo and dog Cooper.  Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website

Anne Barr
Anne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website

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WebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas.  We specialize in internet consulting & internet marketing
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John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website

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Stephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals.

She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com   Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences.  Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University.

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