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Next, he was shown huge expensive filters filled with white- wood pulp that provided a superior filtering process. The manufacturer then went on to explain how they cleaned every pump and pipe, twice daily to assure purity. And also how each bottle was sterilized not once or twice, but four times before being filled with beer.
Then, Hopkins was shown the 4,000 foot deep artesian wells dug to provide the cleanest and purest water available, even though the factory was right on the shore of Lake Michigan. (At this time Lake Michigan was not polluted and could provide clean water.)
Finally, Hopkins was lead into a laboratory and was shown the mother yeast cell, that was a product of 1,200 experiments to bring out the robust flavor. And he was told all the yeast used in making Schlitz beer was developed from that original yeast cell.
An Important Word About the Author of this Article from Cyntia Dunn, Our VP of Internet Marketing
After his tour Hopkins exclaimed, "Why don't you tell people these things?"
The manufacturer's response was because every beer manufacturer does it the same way. And to that Hopkins replied, "But, others have never told this story..." And he went off to create an advertising campaign explaining to people what makes Schlitz beer pure. Once again he told the same story any brewer could have but he gave a meaning to purity.
And this is what took Schlitz from 5th place to a tie for 1st place in market share. Really, this whole process is just educating. Educating prospects about the how's, the why's, the good, the bad and the ugly. You simply cannot over educate people.
Now maybe you're thinking anything from the 1920's can't possibly work today -- WRONG!
Murray Raphel, a retail direct marketing consultant, tells the story of how he was visiting one of his clients, Ethan Allen Furniture, and he noticed carpenters in the back room repairing furniture. He asked, "Do you make furniture here?"
The reply from the manager of this store was, "No, those are carpenters doing work on Ethan Allen wood furniture. " He went on to explain how every customer is given a lifetime guarantee on all their wood pieces.
And he quickly added, "But all Ethan Allen stores do this."
But of course no other store advertises this fact. Soon Raphel ran an ad stating *Every Piece of Ethan Allen Wooden Furniture is Guaranteed For Your Lifetime!
And wouldn't you know it, a competitor soon ran the same guarantee in their ad. But guess who got the credit for the guarantee? That's right -- the original store.
So here's the bottom line: Take the time right now to write down exactly what you do in your business (even if it's the exact same as any other competitor). Write down absolutely everything and tell people everything. Don't suffer from the curse of assumption - let people know and they'll knock down your door to order!
Yanik Silver
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