Summertime is here. And several times a week I will see kids (and sometimes their parents) holding signs up at the road that they have lemonade on sale for 25 cents.
Now, even if I was dying for some lemonade at that point, I would have to turn my car around, go find the stand, get out on a hot day, for lemonade that could be questionable quality. Doesn’t really seem appealing, so I drive on.
But what if they did something to truly make themselves stand out? What if their sign said “Best Lemonade in the State. Curbside Service. Satisfyingly Refreshing, or Your Money back!”?
Now that might intrigue me enough to pull over. Best lemonade in the state, and they will bring it to my car window? That could be worth checking out. It certainly would make them stand out. And really, who is going to ask for a refund and make some kid cry over a quarter?
There are parallels to be drawn here that can be applied to real life. So many businesses market by putting out ads (the equivalent of the lemonade sign) and hope someone is going to come do business with them.
Their ad has no compelling reason to draw them in. They just want people to see the ad and be magically transformed into a customer yearning for their product.
Ain’t gonna happen, folks.
Are you just running a lemonade stand instead of a business?
