The caffe down the street from where I live is excellent at selling pastries. They only have a few choices available at a time, and they change everyday because they are made fresh in-house. The idea is, “Enjoy it today while it lasts.”
And I do. You only have today, after all. It’s the “Life is short, buy the shoes” concept. The “Buy Now” trigger is abused by companies trying to take advantage of one-click purchases, but the idea of living in the moment isn’t about you getting a sale. It’s about how you make someone feel.
It’s helping someone be extraordinary.
The best brands nurture tiny acts of rebellion.
Encourage them to step out of the norm – make it easy for someone to be remarkable.
Help them build a better business by telling them everything you know.
Buy the macaroon and enjoy every last bite without an ounce of guilt.
Next time you’re trying to come up with a viral title, ask yourself:
Are you helping someone be extraordinary?
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Filed Under:
Dusti Arab, Fractional CMO
And the founder of the reinvention co, a marketing consultancy specializing in working with personality-driven companies with small teams.
Intense, fun, and relentlessly practical, Dusti understands the lives of small business owners are deeply intertwined with their businesses, and if their marketing is going to be sustainable, it can't get in the way of why they do what they do. (And honestly? It should be fun so they actually want to do it.)
She is the host of Referral Worthy, a podcast for small business owners ready to go from "best kept secret" to the go-to name in their niche.