Lesson from a Dim Sum restaurant

If you have been to a Dim Sum restaurant, you’ve probably observed a powerful marketing lesson.

I was having a meal with my family at a Dim Sum restaurant. Food’s on the table. Everyone is having their share. Kids are calm and (finally) eating.

A waiter carrying a tray with four glasses of watermelon juice comes over and asks, “Watermelon juice?” We said no thanks and carried on eating. This is a norm at most Dim Sum restaurants. Waiters bring food (and drinks) they think you might be interested in to your table.

5 minutes later, the same waiter appears again. ”Watermelon juice?” The kids now notice the watermelon juice. ”Umm, no thank you.” The waiter goes away.

10 minutes later, the waiter comes by again. “Watermelon juice?” At this point, the kids start pestering their parents for juice. "Okay, okay.. if you finish your food, I'll get you the juice”.

Within the next 5 minutes, there were two glasses of watermelon juice on the table. The kids are happy they got what they wanted. The parents are relieved to get a few minutes of peace. The restaurant successfully sold two extra cups of watermelon juice.

Repetition is key in marketing.

You're delusional if you expect to make one social post and sell out whatever you're offering. Repetition counts. That's why brands invest in billboard advertising.

But what about big creators? They publish one post and sell out. True, remember. Big creators did not just become big by publishing one post. Their massive following is built over lots of repetitions.

How we write emails that people want to read

What makes people want to open emails? As more AI slop fills the space, I made a video to share 3 principles for writing emails that your audience wants to read.

Watch it here: