Sales Octane #54

Maverick Builder

                                                                               The Maverick Builder Rule of One

The Maverick Rule of One "is that in each business situation, only one move will create significant results."

Come on men, tell the truth.  The truth about the fear that you have each and every time you click the order button.  The fear you live with growing each day as  you wait for the postman to deliver the package.  There it is the package you feared all week.  You look at the package and see those 3 works, as the Hitchcock music plays in the background as you read "Some Assembly Required".

Well now that you have gotten that off your chest, let's look at what's your type.

Are you the type that needs instructions, creates check lists, makes piles of the nuts and washers, and calls the manufacturer for help?  Or are you the type that sees the front page of the cover and has the project finished in 30 minutes, but with pieces leftover.

Now look at your marketing package.  If you put all the different pieces in a box would assembly be required?

Many of us feel that marketing success is the sum total of a lot of small efforts.  We pick and choose from diverse strategies and believe that we are flourishing as long as we put enough sweat into our marketing program.

If we look back into the past, a single strategic stroke has been the only thing that creates significant results.  Finding this one marketing play is difficult.  If you think that you can find more than one, well think again.

Let's look at Micky D's.  They have continued to evolve their marketing strategy.  They stay in touch with their client and use the singular theme to market they product over a defined period.

1960's        "Your Kind of Place"

1970's        "We Do it all for You"

1980's        "You Deserve a Break Today"

1990's        "It's Mac tonight" along with "2 all beef patties special . . . . "

2000's        "I'm Lovin' it"

They use one theme to market their product and adjust with the current environment.  Notice within each period, McDonald's themes are personal and evoke positive thoughts and emotions in the place of their clients.  Note:  this is different from branding. 

In each business situation, only one marketing move will produce the substantial results that you are looking for. .  .  .  .  Now it's your move!

Maverick Rules!