Do The Continental (How a 52-year-old car can improve your business)
I’m going to talk about cars (but don’t worry if you’re not into motors or Top Gear – I’m more interested in the lessons for business here…
The year is 1962.
A year which saw:
- The death of actress Marilyn Monroe
- The Cuban missile crisis
- The Sunday Times become the first newspaper in the UK to print a colour supplement
- The founding of fast-food chain Taco Bell by Glen Bell in California
- Ringo Starr join the Beatles as their new drummer
- The UK premiere of the first James Bond movie, Dr No.
Also in 1962, luxury car buyers could get hold of a brochure for the Lincoln Continental.
This promotional literature highlighted the meticulous attention to detail that went into making the car.
Special gauges and testing equipment were created so some parts could be made to tolerances of one-millionth of an inch.
Every coat of primer was sanded by hand.
Every electrical circuit was individually tested for how it operated and consistency of current.
Each engine was put through its paces up to 100 miles per hour on a test stand before it was allowed into one of the cars.
Every vehicle was given a 12-mile test drive by an engineer or mechanic before it was allowed to roll off the line.
Telling people about this minute attention to detail helped to sell the Continental.
It was this same focus on attention to detail which the copy of a famous car ad used to sell the Volkswagen Beetle.
You can see it below…
It was a great ad then. It’s still a great ad.
The reasons why we can leave until another time (or simply drop me a line and I’ll share a few pointers with you)
And the lesson for your business from all this car talk?
1) Pay attention to detail. Delve deep into your business and discover what it is that makes your products or services so special. Unearth your unique selling point. Get to know your business, products and services REALLY well so that they’re a part of you.
2) Emphasise what makes you different. In your marketing – your website, emails, direct sales letters, landing pages, etc – highlight why you are a better choice than somebody else, why your company would do a better job than the competition, and how your product or service will do something amazing for the customer or client.
3) Test your marketing. Put something out. Do a split-test and change just one thing. See whether version A or B is the winner. Go with the winner. Test that against something else. Rinse and repeat.
If you’d like help with making your marketing copy more precise simply get in touch and let’s talk.
In detail, if you prefer.