What do you do if you are in a dog munch dog, hyper competitive industry? What do you do if you are in an industry whose reputation is collectively toilet bound? What do you do if everyone in America is conditioned to mistrust you? How do you sell successfully in a hostile environment like that?
Answer: Have fun.
I've been watching the new A&E reality show "King of Cars" featuring a loudmouth rapper type car dealer named Chop who runs Towbin Dodge in Las Vegas. 80% of their business is a direct result of a weekly informmercial Chop produces himself . The TV informmercial is one of the single best persuasion scenario driving points I have ever seen, it drives offline traffic like crazy. (Yeah yeah, the website needs work but that's another post)
Be warned, the infommercial is obnoxious, juvenile, blue, and a general train wreck. But, it is FUN, magnetic, and hugely successful.
Towbin Dodge is the #1 single point dealership in the nation.
Instead of trying to market credibility, or change the public's perception of car salesmen, Chop just decided to make everything fun. To be himself.
Turns out people love him. Turns out people love having fun. Who woulda thunk?
I have to wonder how many companys can benefit from unclenching their rear ends and being a bit real. Or are you gonna make me and the public endure yet another cloned, canned, polished, boring and safe message that no one is gonna believe anyway?