Trial by Fire
Image used with kind permission from www.lifeonearthcartoons.com (click image for link)
I was grateful for the many considered comments on No Guarantees. So grateful, that I just did something I’ve never done.
I offered a guarantee.
Yes, it was in pursuit of new business. Nevertheless, it was still a big new trick for a relatively old dog. On spotting the word ‘readvertised’ in a job ad, I emailed the author. Here’s how it went:
Dear Fred*,
I thought you might find this article interesting and helpful:
https://mybrc.com.au/Staffing/Staff-Solutions/Hiring-Staff/Pages/Writing_Job_Ads_Step1.aspx
Best regards,
Paul.
Trying to tell me something?
Kind regards,
Fred.
Dear Fred,
After 23 years of writing job ads, I’m still learning.
I thought perhaps there could be something useful in there for you.
I get a kick out of filling ‘nightmare’ roles that have been advertised many times, at great expense, without success.
Got any shockers that have been driving you nuts?
Best regards,
P.
Cheers Paul; they all drive me nuts!
Kind regards,
Fred.
Ha!
Well, if you ever get one that really stumps you, put me to the test.
If my ad copy doesn’t garner a successful candidate, I won’t charge you a cent.
Best regards,
P.
As I pressed SEND, my heart was pounding and my breath was sharp.
I hope that, having offered a guarantee once, I can do it again. I may even extend the courtesy to my current clients!
If offering a guarantee is my trial by fire, what’s yours? A new product? Different terms? Changed hours? It can be daunting to alter a winning (or merely familiar) formula. Will you gain new customers or scare existing ones away?
Small business is flexible where big business ain’t. It’s an edge, Jim, as long as we use it.
What can you do that’s new? What’s your trial by fire?
* Not his real name.
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Brilliant post, thanks Paul. I loved the ideas and I loved the writing, perfect combo! I like the idea of guarantees, so long as the criteria are a bit objective, like yours (no successful candidate, no fee). I guess I am more suspicious of the ‘if you’re not completely satisfied’ type, being open to manipulation. Or am I just an over-cynical ex lawyer?
Thank you, Joanna. As this blog records, I’ve been terminally suspicious for the life of my business. I definitely feel like I’m opening myself up now. Whether it’s to love or spears remains to be seen! Watch this space…
Congratulations, Paul. Very gutsy.
I’ve CONSIDERED offering a guarantee but have never been brave enough. I’m always afraid a nutcase will demand a refund for perfectly good copy.
My feeling is your client will be thrilled with the ad and it will very likely bring him many excellent candidates. Even if it doesn’t, he will appreciate the quality of your work and have no desire for a refund.
Dear Lorraine, how ace of you to cross over from Twitter, all the way from New York, no less! Thanks for your kind retweet and comment. It really is nice to know I’m not alone in my fear of the ‘crazy/nasty 1%’. Please come back soon!
Hi Paul,
Well done on your guarantee and I hope that your invoice price on the job if successful is 25% higher than a normal ‘pay up front’ job. Success is worth paying for and if you have the goods (which we know you do) then you should be adequately rewarded.
A guarantee is a fundamental requirement of good business practice and customer care and the old used car warranty of 10×10 (ten minutes or 10 metres down the road whichever comes first) just wont cut it in today’s competitive environment.
Thanks, Malcolm. Funny you should mention that premium element. Years ago I invented the ‘Youbeaut Double or Nothing Deal’ when I was serving internal clients at an ad agency.
Basically, if an ad failed, it was free. But if it worked, the client had to pay double. I never got one taker!
Just out of interest, do you offer a guarantee on the EXCELLENT business building tips book you sell?
Hi Paul,
Great post – maybe you’re on the leading edge of changing the recruitment industry (for the better) forever! Imagine that – service companies around the world actually paid for delivering results… heavens above.. run for cover
Phil.
Dear Phil, how nice to hear from you! Thank you for your comment. Everyone, Phil is from thinkGROWTH, one of my absolute most favourite clients (and the company whose site I modelled mine on).
If you get a chance, click on Phil’s name to go to the new thinkGROWTH blog (and thence to their website). This is one firm that’s really going places!