‘I fear not the man who has practiced 10,000 kicks, but I do fear the man who has practiced one kick 10,000 times.’
— Bruce Lee, who would know.
How can a brand tagline, or advertising catchphrase, or rote sales reply help you sell more stuff, to more people, more often, for more money?*
By being simple, direct, and repeatable.
Want an example? In the ’60s, Avis claimed to be #2 in the car rental business (turns out they were more like 5th). How’d they make that into a positive?
All of Avis’ marketing carried the ‘trying harder’ message. And it worked. Very quickly, Avis was number two in the industry. And has very profitably maintained that position for decades.
They kept the core message to their customers AND their staff simple, direct, and repeatable.
Want another example? How’s this —
‘Would you like fries with that?’
— the most effective up-sell in the history of ever.
How is that Joan Kroc, wife of McDonald’s founder Ray Kroc, was able to plant over 25 Salvation Army Kroc Centers around the U.S. (including one here in Quincy) at a cost of more than $25 million per?
If I were a mathematician rather than a marketer, I’d multiply the number of ‘yes’ answers to the fries question per hour per location times the number of locations and get some really big number’ a number big enough for Joan to leave $1.8 BILLION to build Kroc Centers across the land.
All with a simple, direct, and repeatable question for the army of McWorkers worldwide to query customers with at every transaction. Utterly brilliant.
So’ what’s the simple, direct, and repeatable message YOUR business needs to craft in order to ‘try harder’ at selling more stuff, to more people, more often, for more money?
Gems from the Interwebs
Our Project Manager Emilie found this… a simple concept plus mobile location services results in a powerful message. And, it’s creepy.
Has your Web developer ever asked you “what’s your browser size?” And you thought, “how would I know?” Here’s the simple answer:
This only makes sense, and another reason to love Office Space. Marketing point? Be authentic.
Dean La Velle handles Business Development for Rokusek Design, a national, regional, and local marketing firm headquartered in Quincy, Illinois.