Monday, January 14, 2013

Something For Nothing...Yes!

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?


Keith Chambers

Keynote Marketing Speaker
Creative Marketing Consultant
(310) 473-0010

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