Do you remember the Beatles' song “Love, Love Me Do?”
Well, you can use it, its title, its lyrics or melody free of charge because
yesterday it became fifty years old and is now considered public domain
property. This is true in Europe, whereas it takes ninety-five years in the US.
Disney has known this from the time they produced
Cinderella and all those old fairy tails that followed. No royalty needed. Did you
notice the blatant use of the title Hansel & Gretel? It matters not that it
bares almost no relationship to the original story. They have a well-known,
highly memorable movie title and do not have to pay for its use. Very smart.
You can go further with this concept and take it to a
product endorsement, or have it seem so.
Early last year, I did America’s Marketing Makeover on
The Big Biz Show where I took a tiny business in Cleveland, Georgia and
transformed its Selling Proposition into a powerful message. The result is that
Precious Memories, a Private Pet Crematorium experienced a 250% increase in
sales in less than a year. An important piece of this message was an
endorsement that its owner, Ricky Farmer, paid nothing for.
If you were to read Ricky’s brochure, you would see
the following quote. “The greatness of a nation can be judged by the way its
animals are treated.” Gandhi. The
inference is that there is a relationship between Ricky Farmer and Gandhi.
So, how can you take advantage of this in your Selling
Proposition?
Cheers,
Keith Chambers
Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010
www.chambersgroup.com
follow my blog by clicking one of the links below
