> Tastes Like Fried Chicken
Tastes Like Fried Chicken
| Posted: Saturday, April 18, 2009
When I was younger I used to watch in amazement at my mother’s deft ability to cover a chicken leg (putty to the feel and white to the eyes) in a thick coating of “secret ingredients” simply by shaking it in an altogether too small transparent baggie before plopping the concoction into a sizzling vat of grease. Moments later, whisking it up from the tempting, bubbling brew of prickling hot oil, the tanned, terrifically smelling chicken would subsequently charm my saliva glands into a dance that could only be squelched by a bite into the sumptuous white meat. Satisfaction would always fulfill itself at the dinner table just a tad later. And me? Even after eating this calorie-laden delight, I had this sort of “Wow, Mom” hero thing going on for at least a day later. Unnecessary? Yes. Irrational? Yup. Completely expected? Probably.
You see, while my nostalgia for fried chicken may be an alarmingly detailed, perhaps completely inappropriate display of chicken-making worship, it does provide a peculiar (I know, unbelievable isn’t it?) segue to a set of marketing principles to learn from:
1. Be Amazing - If you can have someone remember your brand or business because of some amazing service, feat or unique ability (no matter how ridiculous: "I’d rather be successful and ridiculous than boring and out-of-business”) you’ll always be closer to making a sale.
2. Close the Deal - Simply being closer to a sale doesn’t actually mean you are making the sale. I’ve seen too many interesting, clever and unique items that simply weren’t ready for their time or had something just "off" about them. Make sure you perform due diligence and are fully committed to your amazing idea…and then do the hard work to prove it.
3. Don’t Be Scared to Sell Your Success - Things are only irrational until they happen. In a paraphrase of Stephen Hawkins, noted theoretical physicist, science is theoretical because it’s based on the idea that things are proven because they happen until they don’t anymore. That is to say: it makes sense until it doesn’t. Similarly, purchasing by brand is largely irrational…that is, until someone figures out how to make people purchase by their brand anyway. And once you do capture that, keep doing it as long as you can. You never know the memories you are forming for people with your effort.