![]() He keyed in on how rare the pecans are to tell a compelling tale.įrom majestic pecan trees native only to a handful of Texas rivers and streams, soaring up to 150 feet in height and canopy, planted by mother nature as long ago as the Civil War. Gary knew he had a story, and he wanted to see if it would help Collin Street Bakery increase their sales. The bakery used Texas native pecans in their cakes - pecans that grew next to a river or stream on small farms - instead of commercially-grown pecans. So Gary did some digging, and discovered that Collin Street had some bragging rights in the ingredient department. So when copywriter Gary Hennerberg was hired in 2002 by the Collin Street Bakery of Corsicana, Texas (just south of Dallas) to help boost sales of the seasonal treat, he discovered that taste tests proved that people enjoyed the product, but despised the name. Let’s face it … it’s hard to get excited about fruit cake. Within months of the “new” story, Schlitz went from 5th place to a tie for first in the market. ![]() “But others have never told this story,” Hopkins replied. When Hopkins asked why Schlitz didn’t tell their customers about all of this rigorous attention to purity and quality, the response was “Every beer company does this.” He saw the 4,000-foot well that supplied the water, despite the fact that nearby Lake Michigan would have provided an otherwise acceptable source. His hosts told him that every pump and pipe was cleaned twice for purity, and each bottle sterilized four times before being trusted to hold Schlitz beer. He saw the expensive white-wood pulp filters. ![]() He was shown how the beer was cooled in a special way that eliminated impurities. The first thing Claude did was tour the facility where the beer was brewed. The company hired now-legendary copywriter Claude Hopkins to do something about that unenviable position. Let me illustrate … The pure, refreshing taste of Schlitz beerīack in the 1920s, Schlitz was the number five brand in the American beer market. The fact is, often that extraordinary element is something you take for granted. Identify that unique element, and you’ll know exactly what the theme of your content marketing should be, because that will be the big story of your business. What if you’ve got something going for you so remarkable that it virtually guarantees your success?Įvery business needs a remarkable benefit (or USP) in order to stand out from the competition. ![]()
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