Keep it Simple Stupid (The KISS Lesson)

Keep It Simple

It's Good Enough For McDonald's

This came from a collegue (Phil Bernstein) of mine in another market. It drives home the point KISS (Keep it Simple Stupid) People/potential customers can absorb one message only at a time!

McDonald's is best known, of course, for their food. But for those in my industry, they are known as one of the most sophisticated marketing companies on the planet. They have spent an enormous amount of money and time researching consumer behavior, and they are very, very good at getting a customer to walk into a store.

McDonald's has a lot to talk about:

Egg McMuffin
Big Mac
Quarter Pounder
Filet-o-Fish
Chicken McNuggets
The Happy Meal

But you never see a commercial that pitches the Egg McMuffin, the Bic Mac, the Quarter Pounder, the Filet-of-Fish, Chicken McNuggets, and the Happy Meal. A McDonald's commercial goes like this.

One product, and a very simple offer -- two sandwiches for $3.00. Easy to understand, and easy to act on.

If that approach is good enough for McDonald's...

Speak like a Friend

When is the last time you told a friend that "ACME
Furniture is having their biggest sale of the year with
sofas originally 599, now only 299 and don't forget NO
interest, yes no interest for 3 years, come in today, sale ends Monday, you don't want to miss this huge inventory reduction sale, SAVE Thousands!!!!"

People don't relate to that (sorry car dealerships).

Customers relate to the way they are "accustomed" to talking with someone. Think about talking with your neighbor, how would you tell them about a great opportunity? That is how your commercial should sound!

A little unrelated, but I would like someone to have enough guts to run a commercial like this:
At ACME home Repair we are not the cheapest, but just like your grandfather used to say "you get what you pay for". ACME home repair promises to give you the best product/service at the best price we can. If your looking for cheap service, that's just what your gonna get. If you want the best quality to work at an honest repair, Call us today, and we GUARANTEE you will be happy with the results!

Would you relate to that? Will you weed out some of the clients you don't want anyway?
Just my two cents! Call me and I will show you how to write a commercial that will get you the results you are looking for.

You paid for it, say what you want

It's your dime, say something!

In marketing, you can't please everyone, so don't even try.

Make bold statements that you can back up.

In TV you have 30 seconds to tell the potential customer why they should spend their money with you.

Will some people argue that you are "the best value in town", of course they will!

Let them argue. How about the hundreds of people shopping this week for your product or service looking for the best value, you just gave them a good reason to shop you.

What you should take from this: It's your money, make it count, be bold, and break through the "clutter"

Be a Farmer

Take this example:

You recently bought some farm land and for the last 6 months you tilled the soil, fertilized the soil, planted seeds, and watered during the entire growing process.

When it came time to harvest the crop, your results weren't as great as you had hoped for.

So do you sell the land? Or do you learn from this year and make next years harvest even better?

Hopefully you learn from this year and make next year's that much better from the work you have already done.

Why you care: I see many business owners throw away all their equity because they did not get instantly rich from a advertising promotion. I recommend, learn from this experience and continue to "grow the seeds you have already planted"

Please note: Just like you can't grow corn in a parking lot, you can't expect to grow new business if you are using the wrong media with the wrong strategy..... Call me and I'll show you how to become a profitable farmer!

Great article on the power of Social Marketing

You get what you pay for

Have you ever bought something just because it was cheap? Did you regret the purchase after a while because you realized why it was so cheap?

I can buy a used Datsun for $140, or I can buy a used Honda for $2500.

They are both "Cars", why would I buy the Honda for $2500 when I can get a "Car" for $140???

You may come across this in your line of work. Someone selling something similar to your product/service cheap. You understand the value in your product/service, but the customer just thinks they're the same and is going to get a "great deal!" You know that your product/service is $4.00 more, but it is more of an investment.

I often come across this in my line of work. Someone willing to sell a "commercial" cheaper than my commercial on Broadcast TV.

A couple things to remember:

• The cost of a commercial has nothing to do with the cost of acquiring a new customer


• In your advertising, you are buying eyeballs, not commercials


• Invest in the media that gives the most efficient way to reach those eyeballs


• Compare your advertising on an Apples to Apples comparison


• What does it cost to reach a 1,000 of your potential customers?


• Not on how much a "spot" costs, that has nothing to do with your advertising being efficient and becoming an investment rather than another expense!


• When the politicians have one chance to win the votes of America, what media do they choose to use? BROADCAST TV.... BECAUSE IT WORKS AND IT'S EFFICIENT (sorry that was a soft sell, but the truth!)


• What is the reason why they are selling their product so "cheap?" Is that what it's worth?

Long story short, don't be fooled by the cheap price of something. Ask yourself: "Will this be an investment or am I just buying something because it looks so cheap?"

Let's talk about Bathrooms

I recently went on a long road trip to Arkansas and back. So I had a little time to think about things during my 27 hours of driving.

When I am driving, I usually plan my rest stops according to my bladder. With that being said, it is nice to stop at a gas station that has clean restrooms. And as you probably know, it is like playing roulette trying to find a gas station with clean restrooms.

With all that being said, if I were to open a franchise of gas stations, I would seriously name it "CLEAN BATHROOM GAS STATION". Yes, I know it's an odd name, but I guarantee that you understand what you will get at my gas station. You can get gas at every gas station, however at mine you will get clean bathrooms. (And most people on a road trip use the bathroom at every stop, right?) Would you go to my gas station with a guarantee of clean bathrooms, or go someplace else?

Why not differentiate from everyone else and be known for something.

Orville Redenbacher said something that has stuck with me: "Do one thing and do it better than anyone else".

Does your name let customers what you do? What you stand for? Why they should call you?

How about these names: One Hour Plumbing, $3500 autos, Fix your PC cheap, White smile Dentist, Best Price Flooring. Can you think of any others?