I don’t shop often in-store because of the time it takes and the ease of online shopping, but when I am in search of clothes for speaking on stage or in-person events, I choose Neiman Marcus because of the quality of the clothes and the convenience of having an alterations department on site.

With the increased travel season I am currently in, I guess I hadn’t been in a while and because their marketing is on point, they sent me an email giving me a $150 credit to use on a $150 purchase.

Brilliant marketing that worked…

Because this “credit” led me to drive to the store one evening in search of a “Miami White Party” outfit that one of my clients was including in an event I was attending as they launched their brand new mastermind program.

(Which by the way, went brilliantly. But more on that in a later email. For now…let’s focus on something that didn’t go quite as planned.)

As I went around the store, regretting that I do not live in a warmer climate as each rack of designer threads was anything but Miami-ready, I did not in fact find anything that would work but I did find a great pair of tan colored red bottom shoes (yes those) that would work well for many long event days and speaking engagements.

So as I made my purchase and I shared the credit email with the sales associate and…

That credit doesn’t work on the brand I was purchasing.

Doh! And as it was minutes before the store was closing and I was heading out of town the next day, there wasn’t time to find something the credit would work on.

So…

That $150 credit cost me $1,000.

And I’m not mad about it. I am happy with the new shoes I found that will serve me well for years to come.

Because the thing is…

All we need is to give people a reason to interact with us, and then the sale comes.

And they are grateful for the offer. Because it solves a need that they currently have.

The secret is starting with something irresistible, that is valuable enough to get us to take action.

And this same method can work brilliantly in your business.

In the meantime, me and my red bottom shoes are off on our next adventure with another lesson learned.

Cheers,

Kim “I’m a Sucker for a Credit and Great Shoes” Walsh Phillips

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