Graham McGregor
Marketing with Graham McGregor

Graham McGregor: Selling those moments of magic

Use the concept of 'Moments of Magic' in your business. Photo / Thinkstock
Use the concept of 'Moments of Magic' in your business. Photo / Thinkstock

I've just returned from a short (but delightful) holiday in France with my wife Gayle.

In our brief but memorable trip, we experienced several weeks of amazing food and wine, jaw dropping scenery, interesting experiences, warm weather and wonderfully friendly people.

One of the things I noticed about our holiday is what I call 'Moments of Magic'.

These are the special experiences that linger in your mind long after they have actually happened.

Moments of Magic® is trademarked by Shep Hyken ( Used with permission.

I think this 'Moments of Magic' idea could be used as a marketing strategy in many businesses.

Here are two ideas to get you thinking:

1: Speak your customer's language

On our first day in France we arrived in Marseilles. Just around the corner from our hotel was a lovely little shop selling frozen yoghurt. The helpful lady behind the counter immediately started speaking rapidly in France when we walked in. I understand about two words of what she said and immediately thought to myself 'this is going to be an interesting holiday in France if everyone speaks French and I can't understand what they are saying.'

So I asked her if she perhaps spoke English.

And to my delight she did in fact speak perfect English and was able to show us all the frozen yoghurt options we had to choose from. We chose something really tasty and enjoyed it in the warm sunshine outside the shop.

We both commented how good we felt that this lady spoke our language so well.

Speaking your customer's language could be as simple as speaking in plain English and leaving out jargon or technical terms that your client may not understand.

I was meeting with the owner of a large accounting firm recently and we were discussing the question 'How can you tell if you own a good business?'

If you wanted to get technical you could say something like this:

"A good business has a return on equity of 25 per cent or more."

Here's what my Accountant client says.

'A good business is worth between three and ten times the value of the business owner's home.'

Both explanations are correct, however only one of them is very easy to understand.

2: Use the Wow factor

One of the things about visiting a place like France is the huge number of things to look at that simply make you go 'wow'.

In Marseilles we took a tourist 'train ride' up the hill to a spectacular church called Notre Dame de Gardens. The church was just magnificent both inside and out.

In Monte Carlo we visited the casino and marvelled at the incredible boats and cars we saw along the way. And so it went on every day of our trip.

The people at Changi Airport in Singapore use the 'wow' strategy well in the rest rooms in their airport terminal.

On the way home from France to New Zealand we spent a couple of hours in the terminal between planes. I visited one of the many rest rooms and I was amazed. It was beautifully presented with lovely marble floors and walls. There were elegant pot plants everywhere and the place looked spotlessly clean.

They even had an easy to use screen at the rest room exit inviting you to give their restroom a rating! Was it five stars, four stars etc? While I was there I saw a person come in and check the readings on this monitor.

I was just blown away. And here I am now telling thousands of people about my 'moments of magic' experience in a rest room of all places!

Creating 'moments of magic' is a powerful way to differentiate your business from many of your competitors.

Action Exercise:

What are five ways you could create 'moments of magic' for some of your clients this month?

"Sometimes it's the same moments that take your breath away that breathe purpose and love back into your life." Steve Maraboli

* Graham McGregor is a marketing consultant and the creator of the 396 page Unfair Business Advantage Report. (This is free and has now been read by business owners from 27 countries.)
You can email Graham on

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