Wednesday, October 15, 2008

Power Marketing Tips 10: Legend

Power Marketing Tips 10: What is your legend?

What story do your clients talk about when they hear your name? Is it about your legendary service, unusual origin, crazy character or strange obsessions?

Do you have a story that should be told but isn't?

KFC continues to promote the legend of "the secret recipe". This is a recent news report.
"Colonel Harland Sanders' handwritten recipe of 11 herbs and spices was removed from safekeeping at KFC's corporate office in Louisville, Kentucky for the first time in decades."

Apparently it was moved to "an undisclosed location" to allow updating of security measures. It was temporarily relocated amid much fanfare about security measures. The recipe was placed in a locked box which was handcuffed to the arm of a security expert, (a former New York Police detective) who stepped into an armored car that was escorted by off duty police escorts.

Notice how KFC dramatized the legend to make this a news story.

The legend could be about the business or the individual. Donald Trump has built his legend of being big, bold and brassy. His legend is so powerful that landlords are willing to pay the Donald a royalty of up to US$20 M to put the Trump name on their high rise buildings. Yes, Trump doesn't own every building named Trump.

Lance Armstrong, Stephen Hawking and Oprah are legendary for overcoming the incredible obstacles in their lives.

Walt Disney is legendary for his vision and creativity, the Disney parks for the memorable customer experience and Domino's Pizza for their bold promise of "hot pizza delivered in 30 minutes or it's free".

What's your legend? Is it being told and retold by your clients and the market? If not, you might need to review, rediscover or repackage your legend.

Don't be a legend in your own mind. Be a legend in the minds of your prospects and clients.

George Torok
Power Marketing

PS: tell me how this tip helps you.

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