Chapter 9 - Tie a String Around Your Finger

[Diamond Website Conversion]

Every product, no matter how unique or useful, will eventually fade from the minds of consumers. This is why Magnacca advocates the use of a So What Reminder—telling customers about the benefit of your product or service often. Especially in an age where advertising is literally everywhere, people are developing ways to ignore that advertising. On page 109 of our book there is a list of things that Coca-Cola has done to become and remain a soft-drink giant. These are, of course, adaptable to your own business. First is visibility—Coca-Cola gained extreme visibility during a World War II promotion offering “every man in uniform…a bottle of Coca-Cola for five cents.” Coca-Cola did this even though it often meant they were selling at a loss. What they gained was immense exposure in foreign markets. Consistency meant that a Coke was the same, no matter where in the world you got it. The same bottle shape, the same script, and of course the same taste.

The last item on the list is one of the hardest ones—repetition. This isn’t just saying the same thing over and over, that sort of repetition is a recipe for boredom and loss of consumer interest. The brand stays the same, but the tagline or advertising message needs to change over time. This will keep people interested, and keep you current and relevant to your audience.

How relevant do you think this method of advertising is to your product or situation? In what ways do you think your company can follow the Coca-Cola method for advertising?

[Shelby]

I think this method of advertising is very relevant. I know for my work with social media. Daily I am reminding my followers of the importance of "optimizing their website for conversion to create more sales." I offer tips and present advice in many different ways but overall it's a similar message. It really challenges you be creative and of course it helps immensely to keep your audience in mind and the type of leads you want to attract.