Where's the "marketing" beef?

Do you remember the Wendy's commercial years ago where the elderly lady would bite the hamburgers and ask in a really deep voice "Where's the Beef'? It became a household slang, even used in a major political campaign. Basically, the message was that the competitors offered very little substance.


Great marketing move for many reasons. First, if I were a betting person, I would say that an overwhelming majority of people ( those 30 and over :)) reading this remembers the slogan. Second, the words were not merely words, they painted a clear picture for prospective customers. Whether they realized it or not, people who remembered the slogan were subtly indoctrinated with the thought that Wendy's hamburgers were always bigger. Third, it was entertaining. The humor, the visual image and play on words inspired people to remember it. Last, it was viral, a major politician adopted it, people were repeating it.

What does your marketing message communicated about your business? If I said your business name to one of your customers, what would be the first thing that they remember about you?

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That is marketing in the purest sense.

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I don't mean selling. I mean painting a picture in the minds of your target customer's that help them to easily identify your strengths over your competitors.

So what's a simple way to develop your own picturesque message?

Try this exercise for quick results:

1. Make a list of your business strengths, your unique qualities and narrow your list down to the most important quality;


2. Next choose an image that can easily be associated with that strength and that will be familiar to your clients;


3. Now as you begin to promote your product or service, place emphasis on this quality;


4. Before you send the new message out to the general public, test it by polling a smaller group of current or prospective customers. Ask their opinions;


5. Don't get discouraged if your great idea doesn't go over well. Remember not only is marketing not an exact science, your marketing messages are not written in stone.

Why does this work? Often, the driving force behind a customer's decision to choose your product or service is not the cheaper price, rather, it's forces that are far more connected to our human nature. When you properly connect to these human traits, you will win life time clients.

What do you think they are? Post and let us know.

Partnering with you for growth and success,

DaJuan Tircuit