Strong words of wisdom from one of my favorite marketing gurus, Andy Sernovitz:
1. If it isn't remarkable, it isn't worth it. If you're making something, make sure it's wonderful, outrageous, purple, strange, smelly, delicious, or meaningful. Don't stop until it's different.
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Fans of Jeppson's Malort, a Swedish-style schnapps brewed in Chicago, know they're a rare bunch. As Jeppson proudly proclaims: "Our liquor is rugged and unrelenting (even brutal) to the palate. During the lifetime of our founder, Carl Jeppson was apt to say, 'My Malort is produced for that unique group of drinkers who disdain light flavor or neutral spirits.'" They don't just acknowledge the strong taste of their liquor, they're proud of it -- they even have Flickr groups and online videos dedicated to the unique face first-timers make when sampling the stuff. Most people don't like it, but those who do are intensely loyal and share their love for it with friends.
The lesson: Don't try to make something for everyone, make something for someone.
Here's a video that tells the story even better: http://vimeo.com/14169103
2. Most restaurant menus have at least a dozen more items listed than they should. At celebrity chef Charlie Palmer's new DG Burger, there's just one burger on the menu: his Black Angus burger topped with cabbage, tomato, red onion, and a secret sauce. It's probably tempting to add other burgers -- ones with different sauces, buns, and toppings -- but Charlie knows this is his masterpiece, and he doesn't want to distract customers with burgers that aren't as good.
The lesson: Great focus makes a great brand. Selling things that you can't make amazing only get in the way of the stuff you're truly great at.
Learn more: Nation's Restaurant News
These inspirational ideas are from Andy's Word of Mouth Marketing Blog. Subscribe here.
