We all know that simply being polite isn’t enough, so what is?

Vance Morris puts it bluntly: “Disney is amazing at getting money from your wallet while making you happy.” Business owners worry about raising prices. They think customers will run away.

But, consider the difference in entertainment. Your local county fair might cost $20 for unlimited rides. Then there's a place like Six Flags, costing $60 for a day of thrill rides. Then you look at Disney. A one-day ticket can cost $200. Are the rides 9x better than the fair? 3x better than Six Flags? Probably not.

People don't go to Disney for thrill rides. They go to create memories. Disney's main product is happiness. The whole experience, the story, and the atmosphere support the higher price.

Building on the Disney example, let's see how Vance applied this to his carpet cleaning business.

His team parks on the street, not the driveway. The technician wears a clean uniform, smells good, and knocks instead of ringing the bell. Afterward, he removes his shoes and offers a small gift box with spot remover and cookies.

This whole arrival process allowed Vance to charge higher prices. The gift also triggered reciprocity. Customers felt like giving back, leading to a 26% increase in sales.

What's one “boring” service you can transform today? Reply, and I'll give you personalized feedback.

David Lovejoy

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