I subscribe to many leading marketing experts and business advisers’ newsletters and blogs as well as attending many of their marketing workshops (where do you think I get my ideas from?). One of the advisers I hold in the highest esteem is Peter Thomson. I have learned so much from Peter over the years from his TGI Mondays emails, reading his books, listening to literally hundreds of his audio programmes and attending many of his talks, workshops and conferences.
This week, Peter told a great story about ‘the power of words’. You can read about it below. This really is worth reading!
By the way, Peter now spends most of his time helping consultants to turn their knowledge and experience into audio, video and other on and off line products. In other words – enabling consultants, trainers and advisers to stop ‘just’ exchanging time for money and to start leveraging their experience. I attended one of his workshops and turned my one day LinkedIn workshop into an 8-DVD programme that I sell to people all over the world. This week, I posted DVD’s to Denmark, USA, Canada and Spain. Take a look at it here: LinkedIn DVD Training Programme
Anyway enjoy and learn…
“It’s ALL in the Words!”
One recent Saturday morning, Sharon and I visited The Touchwood Centre in Solihull, near Birmingham.
It’s a massive shopping centre.
To start the day…
We decided to have a cup of coffee (they’re excellent) at Joe and The Juice, which is on the crosswalk of one of the main thoroughfares.
I had to laugh…
There on the counter just where you order your coffee and / or your juice is a Joe’s pink coffee mug and sign that read:
‘Sexy people tip’
Now as you and I am fascinated by words and the variable and amazing difference they have in any communication – I just had to ask the guy who served me: “Do you get better tips with this version?”
He laughed and nodded vigorously, “oh yes!”
Naturally, as an experienced marketer I had to know the other variations and about how much better the sexy people one was.
The others he could recall were:
1. “Help us place bets on the world cup” and
2. “Help us buy presents for girls”
Both – clever and amusing.
But you’ve already noticed…
Those two slogans were ‘staff centred’.
The current winning one is – ‘customer centred’
What was the difference?
Well, the guy, who was really friendly and helpful in both marketing and coffee-providing terms told me:
Double – just for using THREE WORDS!
And that’s the insight you and I take away from this, isn’t it?
Ted Nicholas told me that in his early days in the sweet shop business, he’d change the words on the ‘A’ Boards that were positioned some yards away on either side of his shop. Then he’d measure the impact of different words on footfall, sales and profits.
Same idea, same results, same genius!
Now here’s the kicker:
What parts of your marketing messages can you change to DOUBLE your clicks, your conversions, your sales, your turnover, YOUR PROFITS?
I’d have thought it was worth taking a look at:
Go on then
Oh by the way – I did place a sizeable tip in the coffee cup – well I had to, didn’t I?
Go on then…
Editor and ‘Watching out For Genius’ Publisher of tgiMondays