Over the past year I have become a Seth Godin remarkable marketing disciple. And while I may not have quite figured out or completed the transformation to making my business or myself "remarkable" to my satisfaction, I have learned how to recognize the "remarkableness" (is that a word?) in others.
Recently, on the Godin affiliated SAMBA Blog, there was a post about the easiest way to stand out from your competition. The simple answer: Specialize. Typically, many of us (i.e. small business owners) try to add services or increase our product line. We try to be the one-stop shop.
The other option: Specialize. Not only specialize, but limit yourself. One service, one product. Now THAT's worth talking about.
A pizza place is boring. But what about a pizza place that serves only pizza with anchovies. THAT is worth taking about.
General dentists are a dime a dozen. But a dentist that does only teeth whiting has got to be the very best. People talk about THAT.
What about donuts. Donuts are pretty boring. Many of the donut chains have added everything under the sun to increase revenues. There are specials, coupons, fundraisers, coffee, sandwiches, on and on and on.
And then there's Britts. Britts Donuts is just outside of Wilmington, NC at Carolina Beach. The Britt family started selling donuts on the beach boardwalk over 60 years ago. I have heard of Britts since I was a little boy and my dad tells stories of buying Britts donuts for a nickel. My parents routinely drive 45 minutes each way after dinner on summer nights to get a Britts donut for desert.
So for Britts to be remarkable enough to have survived and thrived this long, they must match the national chains with product offerings, services and pricing…right?
Not exactly. When you come to Britts don't ask for sprinkles and don't ask for anything cream filled. Because the ONLY thing Britts sells are hot-glazed donuts. ONE product made ONE way. But THIS glazed donut is made with a top secret, tightly guarded family recipe with a unique mix of ingredients that makes them so unbelievably good. People who don't even like donuts like a Britts donut.
But if you want one, you can only get them during the summer tourist season. They are only open on a seasonal basis and it's up to you to figure out when that is by asking around or doing your own research. You can't call Britts Donuts because they don't have a phone. And in this digital age, there's not a website. But Google Britts donuts and you'll find plenty of people talking about them: TV stations, newspapers, etc. Leave your American Express, Visa, and MasterCard at home; because Britts only accepts cash.
Yet despite Britts not doing any of the things we are told we should be doing, they have customer evangelists we would die for. Check out this video: YouTube - Britt's Donuts
Now THAT's remarkable and worth talking about.
Contact: David A Moore - Advantage Printing is a commercial print and marketing service provider serving churches, nonprofits and small businesses.
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