I got a letter from my internet service provider the other day.

The letter essentially said something like this:

“In an effort to provide better service to you, we are now limiting your monthly bandwidth. We will happily sell you more gigabytes as you need them.”

Aw, shucks. Ain’t that sweet?

When I signed up, there was no mention of limiting bandwidth. I could stream internet TV and upload and download big files to my heart’s content. I was paying my (fairly large) monthly bill and getting unlimited access to what they had to offer — the internet.

Now it appears I have to curtail my Netflix watching or pay more money. (I have a sneaky suspicion that my 1-year-old son Owen will not want to cut back on his Thomas the Train video consumption.)

So I’m sure I’ll pay for the extra bandwidth without much of a fuss, but this made me think about MY business. And it made me think about YOU. I asked myself if I’m pulling the old “switcheroo” on my customers, asking for more money for the same (or less) value.

I realized that I DID do something kinda like this with my VIP members…up until recently.

If you’re a VIP member, you have access to my monthly training sessions. These sessions are recorded, and the videos are made available to watch in the members area. Except I didn’t allow members to download the videos and watch ’em on their computer, iPad, etc. They had to log into the site and watch them there.

Then I realized something.

I’m holding back for no particular reason.

These are paying customers, and even though they’re only paying five bucks per month, they’re paying to have FULL access to this material. (And heck, I know I’D like the option to take the videos on my iPhone with me.)

So I made the change.

Now, VIP members can download ALL the VIP Session videos and watch ’em offline.

And my “VIPers” (as I like to call ’em) really love it.

So, rest assured that I’m not the internet company.

Not at all.

I’d rather come up with ways to ADD value rather than SUBTRACT it.

So, while there is no recording tip for you today, there is a lesson here. Provide VALUE in whatever you’re doing.

Go over the top.

Go against what others think you should do.

Be the guy who offers so much value to your recording clients that they are kind of obsessed with you and can’t keep from paying you to work on their projects over and over.

Oh, and while you’re at it, become a VIP member:


If you’re not a member already, here’s what you’re missing:

  • Private, Members-Only Forums – a group of awesome people, sharing ideas and mixes, making each other better (oh, and no forum jerks allowed either)
  • Monthly LIVE Training Sessions – I hop on the mic/camera once a month to teach you something new. Everything is recorded and made available to you later.
  • 20% Discount – Yeah, your tiny monthly membership fee buys you unlimited 20% discounts on ALL my other training products. Boo. Yah. Join here.
  • Well said Joe! Add value, go the extra yards for your client and stand out every time.  That’s my motto.

  • Alan Collins

    Good on you Joe! Hope your ISP read your post and maybe ‘think’ about their business?

    Alan Collins

  • Throneholder Productions

    As well as engineering I work for the “internet service provider” you speak of and honestly the internet data was never unlimited. Though they never told you the cap has been 250gb. If you go over that too many times they suspend your service for a year. Now they are raising it to 300gb and charging you overage for going over 300gb. The majority of internet users this will not affect at all. Stream away on your Netflix as much as you like. It takes many many many many hours of streaming video to bump up against the 300 gb cap.

    anywho, I do understand your analogy though and agree with going over the top. As a engineer (or with any job for that matter) you will always be asked to do more than you should and go over the top. The trick is to find the median between over the top and getting taken advantage of in my opinion. 

    • You make a great point. I certainly don’t want to take advantage of people and/or companies.