A former colleague asked me if we could have lunch so he could pick my brain about marketing his new business. Since I got to eat at Boondini’s, my favorite Raleigh sandwich joint, how could I resist? (Get the half chicken salad sandwich on toasted sunflower seed bread).
We talked about a lot of tactical things but when we got to the juicy part of the conversation, I told him that his business results would be average if he didn’t offer something wild and crazy so that new customers would talk about his business.
The best start-up advice is the right promise to your customers.
Yes, the logo and brand name mattered as did all the other tactical decisions he had to make. But THE most important decision is how he will get his customers to share his story and help him marketing his company.
Promise, Promises
Wild and hairy promises can set you apart from the rest of your competition. The right promise will get shared and the phone will ring with opportunity.
You want to find a promise that no one else will want to copy or duplicate. It should be hard to do like when Fed Ex guaranteed that they would absolutely, positively guarantee overnight delivery.
It should be bold – and maybe a little impossible, but it can help set you apart. It can even sound a little crazy, but it is designed for your target and to grab their attention.
And, if it truly resonates with the customer you want to attract, it can help get your customer’s telling their friends about you. The best marketing is word of mouth from a client – and a fantastic promise can give them that tantalizing talking point to share.
The Most Valuable Start Up Advice
- Offer a guarantee that is ridiculous. Guaranteed for 100 years
- Offer a rebate on all purchases paid in bitcoins or gold bullion at the end of each year.
- Offer delivery in half the time that your competitor’s promise or the order is free.
- Offer pricing based on an unusual business model like a coop or membership club. Pay $1K per year and buy your supplies from me at 10% above my cost (25% lower than if you buy from anyone else)
- Offer them a chance to win a free trip to anywhere in the world. (every customer who buys from you gets entered in your drawing, and every year you give away a fantastic trip worth $10K)
- Offer them a subscription so that they buy a year’s worth of haircuts instead of one at a time
To find the right promise, talk to prospects and ask them about various wild and crazy ideas. See what resonates with them. Maybe they want something that you can give them if you change how you do business. When a pattern emerges of need – then you can explore how to make the offer.
Your unique offer should be difficult to execute. That is what makes it special and worthy of being noticed and shared. Don’t be afraid of creating a wildly, difficult challenge for your business – it can be the secret sauce in your success.
The Original 100% Guarantee
In 1875 Aaron Montgomery Ward wanted to sell various goods to rural communities. No one bought goods through the mail but Aaron had an idea. He promised them a guarantee that they will be 100% satisfied or they would get their money back.
That promise helped him grow his mail-order business to one of the largest businesses in America. His secret was that he understood why customers might say no – so he took away their objection with a guarantee.
What are you promising your customers?
Does your brand have a powerful guarantee that sets you apart from the competition? If not, I can help. Let’s work together to grow your brand. Text me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo Credit: A page from the Montgomery Ward Catalog from the 1870’s.
