Wednesday, April 11, 2018

#1 A Business Built on Four Weird Words


 
Issue #1 — Wednesday, April 11, 2018
 
Posted by Denny Hatch

A Business Built on Four Weird Words





When you’re doing 70 on I-95, you have maybe 3 to 4 seconds to catch the above headline on a billboard—or on one of many such Singer messages around Philadelphia.

You remember it. You ponder it.

What is it?

An angry ex-wife or girlfriend?

Forty years ago—pre-Internet—this ad would be financial folly.

Today you can Google the Singer website and instantly find his slightly ribald sales pitch.

Two years ago Peggy and I moved to 2BR apartment in Center City across the street from Steven Singer’s jewelry store. It is the largest store in the Jeweler’s Row block.

And the busiest.


At age 17, Singer took a summer job with a jeweler and in 1980 he opened a small jewelry shop in Philly. After 10 years of so-so business, he started an advertising relationship with notorious radio shock-jock Howard Stern. He never looked back.

‘Steven Singer, Philly’s celebrity jeweler,
prefers shock over class’ Inquirer Headline

Singer discovered how to talk to young Sout’ Philly Eagles fans. There’s a lot more of ‘em than uppity Tiffany buyers across town.

Mayhem Over Eagles Super Bowl Win


With three 24/7 all-sports radio stations—Philly is sports-crazy. When the Eagles won the Super Bowl, schools closed and 700,000+ fans turned out for the parade.

Singer cashed in. He borrowed and displayed an actual Lombardi trophy from a prior Super Bowl. Lines were around the block waiting to see the real deal—and to be photographed with it!


Takeaways to Consider 
• Avoid the “hard-to-grasp” headline—the headline that requires thought and is not clear at first glance. —John Caples

• Some headlines are “blind.” They don’t say what the product is, or what it will do for you. They are about 20 per cent below average in recall.
 —David Ogilvy

• "I HATE STEVEN SINGER!" breaks these tried-and-true rules.

• Singer's business—and his non-upmarket niche—evolved over years of getting to know his customers and developing messages. 

• "Start by knowing the rules and absolutely following all the rules (except when they conflict... seemingly). Select the rule authored by the person with the most success in the market you are serving. Don't violate the rules without testing."  —Anver Suleiman

•  "Two roads to marketing success: (1) Know the rules and follow them better than everyone else. (2) Break the rules better than everyone else." 
—Bob Hacker

• Know your customers and talk to them in their language.

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Word count: 400




You Are Invited to Join the Discussion!

7 comments:

  1. Denny: Very interesting post. Love it. It turns out my company will be part of the Central Philly experience as we build new housing near Rittenhouse Square. I hope to learn more about the people. The old Classes and Masses statement has some truth, still today.

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    1. Matthew, Thanks for taking the time to Comment. We are 8 blocks from Rittenhouse Square, so am fascinated with your new housing. Do keep in touch. Cheers!

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  2. Great example of breaking the rules, Good story>

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  3. This is your worst TwumpBwog post to date.

    (Seriously though, it's good to see you back in my inbox.)

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    1. Hey Chris, Thanks for writing.
      My last attempt at a blog—an irreverent look at the Trump presidency—was a bust. Cyclone Trump has so dominated the media, whatever I had to say was a big ho-hum. After 8 issues, I quit. After a 60-year career in marketing, this is my first love. Thanks again. Cheers.

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  4. Hi Denny,
    Great post! This billboard stuck its index finger up my nose and dragged me to the computer for an answer. Glad to see it get the applause it deserves for effectiveness. "Dare to be different," as my high school used to say.

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  5. Hey Kevin! Many thanks for taking the time to comment. I love pithy one liners, such as "Dare to be Different!" Do keep in touch!

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