Wednesday, September 9, 2015

Touch Deeper, Sell More

The other day, I was in Whole Foods shopping for toothpaste. I was looking for Tom's or another brand.

But then I found -- and bought -- this. Check it out ...

You've never seen a box of toothpaste like Dr. Bronner's.

I haven't counted, but there must be at least 2,000 words of philosophical and advertising copy wrapped around that little box -- 8 typewritten pages. Maybe more.

You'll find such unique insights as:
  • “All freedom loving children hate the word Discipline! Yet, self-discipline is the key to freedom!”
  • “Absolute cleanliness is Godliness! Balanced food for body-mind-soul-spirit is our medicine!”
  • “Beavers, by family teamwork, stay alive! Building dams, surviving the toughest winters without any welfare help to enjoy life!”
Lots of companies talk about vision or mission, but Dr. Bronner's lays it all out for you, right there on the box. Once you start reading, it's hard to put the thing down. So I bought it.

But this is not about philosophy. This is about building your business.

So, think like Dr. Bronner and do this: Take a look at everything of yours that clients and prospects touch. Your business card, envelopes, invoices, stationery, etc.

Then ask yourself: Are you using every available bit of "real estate" to build your business?

Examples ...

1) Advertise on the back of your envelopes, like my client Bill Gough does (see below)

2) Put testimonials, an offer (or both!) on the back of your business card (see below)

3) Turn an ordinary letter into an experience by mailing it in a box, or a tube (see below)

You get the idea.

No matter how you're "touching" people in your business, you could do it more deeply and effectively, simply by adding more to it or changing the packaging.
Best part: This need not cost an arm and a leg. Not at all. All you need is a little creative thinking.

One more thing: I just created a new Cheat Sheet that reveals 4 ways to "force" Amazon to build your business, at NO cost. Click To Download Now

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