What the burger in New York told me!

When I was over in the US last year for Thanks Giving, everybody, everywhere was eating turkey. Unlike ‘She Who Must…’ I’m not really a big a fan of turkey on Christmas Day, let alone some foreign holiday! Frankly I’m more of a Proper British Beef sort of chap. So on that day I went in search of something other than turkey for my evening meal…

I was staying at the Waldorf so I popped in to the Bull and Bear (their own Steak House) … and was dismayed to find turkey everywhere so, in a small paddy, I roamed the streets of New York looking for some beef…I happened across some dilapidated looking American ‘Pub’ which was heaving with punters eating burgers and not a gobbling fowl in site…so I ordered a ‘premium’ cheese burger with french fries etc.

What amazed me was that only a minute or two later my burger had arrived… Surely cookie hadn’t had time to ‘create’ and cook my burger in that short time?

And my mind started considering… ‘what happened?’…

Had I accidentally received somebody else’s order? (Was the waiter about to whip it away and give it to somebody else on the neighbouring table?)…

Was it somebody else’s returned dish? If so what was wrong with it?

Were they making them flat out because they had beef that was ‘on the turn’…?

Had it just been cooked in a microwave?…

…although it tasted wonderful… it just arrived far too quickly!

So having headed out preparing for an enjoyable evening meal (for most of the evening), I found myself done and dusted after about 20 minutes… Not much of an event really! So what could I do for the rest of the evening … watch American T.V. …? Oh Goody… :-/ !

But joking aside there’s a lesson in this in how we conduct ourselves in business. There’s often the assumption that quicker is always better…? And usually it is but…

Imagine split testing the following wording after providing a free report…

“…you can get started in just 17 minutes”,

or

“…you can get started in just 3 minutes”.

Maybe you’d expect people to be more excited, and get a better response, from the get started as quick as possible approach…

Hmmm, think again.

If you think about what the time indicates it can convey an awful lot … especially the quality and the size of the free report.

3 minutes indicates a free report that can be read in just 3 minutes … which conjures up the idea of a mere ‘leaflet’ perhaps. Whereas 17 minutes indicates that people’ll be getting something that takes longer to read … with more information, therefore is better value, of higher perceived quality and provides more ‘help’…

Realistically if a person is prepared to spend 3 minutes reading something on a subject they are really interested in they’re likely to spare an additional 14 minutes to get the ‘better’ version, especially when it’s free!…

Just keep these easily overlooked items (such as time, size, even cost) in mind and remember that they can be really key in how the quality/service you are offering is perceived… even before anybody has clapped eyes on it!

Until next time,

Tim Lowe

Publisher, Tim’s Business Lowe Down

Tim Lowe