A Wendy’s ad caught my attention recently. The headline was “Doing the right thing always tastes better.” That was followed by a message from Wendy.
My dad used to say, “You earn your reputation by the things you do every day.” So we try to do the right thing - every day. Like serving only 100% pure North American beef. That means no additives or fillers. And since our beef is fresh, never frozen, we ship it to our restaurants as many as four times a week. This may not be the easiest way, but we believe it tastes better. And that’s Wendy’s Way.
The signature of “Wendy Thomas” ended the write-up.
Notice what Wendy’s is doing in this write-up. First Wendy’s gave information as to the content of the meat in its hamburgers. In addition, Wendy’s explained that the beef comes from North America, is fresh, never frozen, and shipped to restaurants as many as four times a week. That is a great deal of pertinent information to those who already do eat or may consider eating at Wendy’s. They now know that Wendy’s doesn’t use fillers or additives, either. In the customers’ minds, all of this translates into a safe-to-eat, good-tasting, healthy product.
Increasingly, I am finding that customers want information. They want to know what they are eating. They want to know that it is fresh. They want to know that it is safe. Much of this drive for information is coming from the Internet. Since 97% of customers, or more, are checking online prior to making a purchase these days, they are making the statement that they want to be informed.
In marketing our businesses, we would be wise to heed this. Like Wendy’s, we would be smart to inform customers of the details of our products and services. Give them the information they want. Rather than presenting a slick, meaningless message in generalized terms, deliver a message that is clear, specific, and detailed. Offer particular information which will help customers in choosing your product or service.
Take your message a step further by presenting a unique selling proposition just as Wendy’s did. In stating that the beef is never frozen and from North America, Wendy’s positioned itself against fast food stores which do use frozen beef such as McDonald’s and Burger King. Serving fresh rather than frozen is a distinct advantage in most customers’ minds. Culver’s, another of Wendy’s competitors, has also been telling customers that it serves fresh beef from Wisconsin. By explaining that Wendy’s serves fresh beef, too, Wendy’s is saying “We are like Culver’s” and inviting Culver’s customers into Wendy’s.
Finally, Wendy’s ended the write-up with the signature of Wendy Thomas. Her signature gave the message a personal touch and made it a message directly from Wendy herself. This move conveyed a concern for Wendy’s customers and reinforced a connection between Wendy and them. Wendy’s name gave the message credibility.
Look closely at your messages to customers. Are you giving them the information that they want about your product or service?
My dad used to say, “You earn your reputation by the things you do every day.” So we try to do the right thing - every day. Like serving only 100% pure North American beef. That means no additives or fillers. And since our beef is fresh, never frozen, we ship it to our restaurants as many as four times a week. This may not be the easiest way, but we believe it tastes better. And that’s Wendy’s Way.
The signature of “Wendy Thomas” ended the write-up.
Notice what Wendy’s is doing in this write-up. First Wendy’s gave information as to the content of the meat in its hamburgers. In addition, Wendy’s explained that the beef comes from North America, is fresh, never frozen, and shipped to restaurants as many as four times a week. That is a great deal of pertinent information to those who already do eat or may consider eating at Wendy’s. They now know that Wendy’s doesn’t use fillers or additives, either. In the customers’ minds, all of this translates into a safe-to-eat, good-tasting, healthy product.
Increasingly, I am finding that customers want information. They want to know what they are eating. They want to know that it is fresh. They want to know that it is safe. Much of this drive for information is coming from the Internet. Since 97% of customers, or more, are checking online prior to making a purchase these days, they are making the statement that they want to be informed.
In marketing our businesses, we would be wise to heed this. Like Wendy’s, we would be smart to inform customers of the details of our products and services. Give them the information they want. Rather than presenting a slick, meaningless message in generalized terms, deliver a message that is clear, specific, and detailed. Offer particular information which will help customers in choosing your product or service.
Take your message a step further by presenting a unique selling proposition just as Wendy’s did. In stating that the beef is never frozen and from North America, Wendy’s positioned itself against fast food stores which do use frozen beef such as McDonald’s and Burger King. Serving fresh rather than frozen is a distinct advantage in most customers’ minds. Culver’s, another of Wendy’s competitors, has also been telling customers that it serves fresh beef from Wisconsin. By explaining that Wendy’s serves fresh beef, too, Wendy’s is saying “We are like Culver’s” and inviting Culver’s customers into Wendy’s.
Finally, Wendy’s ended the write-up with the signature of Wendy Thomas. Her signature gave the message a personal touch and made it a message directly from Wendy herself. This move conveyed a concern for Wendy’s customers and reinforced a connection between Wendy and them. Wendy’s name gave the message credibility.
Look closely at your messages to customers. Are you giving them the information that they want about your product or service?
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