I never thought I’d write the following words.
But the DMV is no longer its own circle of hell.
And to prove it, a true story:
This past July Stefania and I had to go to the local DMV — she to get her Oregon drivers license, and me to renew mine. We went on the same day. But, we did not wait in line. We did not have to stand around or sit near smelly, dirty, and obnoxious people.
Frankly, we did not even “wait” at all.
Believe it or not, we had a pleasant experience.
I still cannot believe it.
But fact is, due to Covid, you had to make an appointment to go to the DMV in my area. And, when you’re there… you are the ONLY one there.
There is no line.
Everything is sprayed down & clean.
And there are no rushed & frustrated employees who look like they’d rather be getting a prostate exam than doing their jobs. The staff was extremely friendly and helpful, including getting on the phone with social security for Stefania for almost an hour on her behalf. Apparently, due to a laundry list of reasons outside her control, they technically were not supposed to give Stefania a license at that time. But they pulled some kind of strings for her, at the main office in the Capitol, and got it done on the spot.
There is no way that’d have happened with a huge line & miserable employees who hate their jobs.
Anyway, I couldn’t help but wonder:
“Why don’t they always offer this option?”
I suspect many people — like me! — would happily pay a premium just to be able to get that kind of experience at a DMV, skip the line, have an entire hour dedicated just to me, with nobody else, no lines, and no having to deal with people.
About the only thing that’d have made it more pleasurable is if they’d been serving food & drinks.
Whatever the case:
I write about this in more detail in the December “Email Players” issue.
Specifically, how to “tap” into what the DMV and many otherwise miserable institutions have been doing just to survive to make giving your business money so fun and, yes, pleasurable… if you do it right, it can make price, your copywriting/marketing skills, and any other drawbacks, weaknesses, or “flaws” in your business irrelevant.
Let’s face it:
If the DMV can do it, you can.
To get your hands on this issue you’ll have to hurry.
It goes to the printer very soon.
After that?
Too late…
Here’s the link:
Ben Settle
