How This Beer Ad Can Help Position Your Wellness Business for Faster Growth
If you hang around in copywriter circles like I do, you may have heard the remarkable story about Schlitz beer…
Schiltz rose from 5th in market share to running neck-in-neck with the top brand in just a few months. I want to tell you this story because there are 2 important tips you can apply to your wellness business. Do this right, and your business will be positioned for faster growth.
About 100 years ago, an advertising man named Claude Hopkins was hired to create a new ad campaign for Schlitz. Like any good copywriter, Hopkins spent considerable time researching the product. He toured the brewery and learned every step in the making and bottling of Schlitz beer.
He watched intently as the beer was filtered through wood pulp …
He saw it being cooled in a room with purified air, where the beer dripped over special pipes …
He found out the machinery … every pump and pipe … was cleaned twice a day. And that every bottle was sanitized 4 times before it was ready to be filled with beer …
… and much, much more.
Hopkins was mesmerized by the process. He wanted to feature it in his ad campaign, but his client wasn’t impressed with the idea.
He told Hopkins that the process isn’t anything special … that every beer company does the same thing. But Hopkins was able to convince his client it was the right thing to do.
And it put Schlitz beer on the map.
In just a few months, Schlitz jumped from being the #5 beer to equaling the beer that held the #1 spot. Here’s why …
Even though every beer company used the same process, the only people who knew about it were those in the beer business (and no, by that I don’t mean beer drinkers). So when Hopkins used it in his ad, it made Schlitz sound unique. They were the first to talk about the process. And because of that, they owned it.
I bet the other beer companies were kicking themselves when they saw those ads!
This ad gives us 2 very important marketing tips. If you apply them to your wellness business, it will help you stand out from the rest.
First is the power of having a process. By that I mean a way to explain how you get clients from where they are now to where they want to be. I call it a Signature System™. (If you’ve used The CORE Branding Method™ Scorecard, it’s CORE Scaling Factor™ number 7. More on that below.)
As you saw in the Schlitz example, it doesn’t matter if other people have the same process. There’s a good chance they haven’t turned it into a Signature System that differentiates them.
To turn your process into a Signature System, simply give it a name. One great way to do this is to include the benefit people are looking for, such as The Pain-Erase System.
And now for the 2nd tip …
Once you have your Signature System, you need to talk about it in your marketing. This is important because it’s one of the things that gives you a Unique Marketing Advantage™. Just look at how Hopkins used it to position Schlitz.
Your Signature System is your way of giving people the transformation they’re hoping for. It adds to your credibility. And it shows people you’ve got it so figured out that you created a process that gets it done.
Your Signature System is one of the 5 CORE Scaling Factors™ that give you a Unique Marketing Advantage. You can find out about all 16 of the Scaling Factors by downloading the CORE Scorecard here. It will show you where you wellness business is strong, and where it needs improvement so you can better attract and engage clients.
