Don’t Make These 3 Social Media Mistakes.

The buzz about the importance of social media is at crazy levels.

It seems everyone is obsessed with the desire to build out a powerful social media platform and campaign.

Certainly social media marketing is important. But it sure ain’t new. For centuries word of mouth has been both the most effective and the cheapest way to get customers, and social media is just a digital version of word of mouth marketing.

Now of course, it’s incredibly easy to put up a Facebook page, write a few posts and actually get some followers. This ease of creation and swift results has led to a passion for social media that is at massive levels and is increasing at an exponential pace.

But be careful. As the map makers of 500 hundred years ago used to say, ‘There be dragons here’.

There are three big mistakes that the majority of entrepreneurs are making with their social media that can endanger not just your company’s marketing, but the future profits of your organization.

Mistake 1: Spending Too Much Time Posting and Monitoring

Social media can be a huge time suck for entrepreneurs. Firstly, it’s always moving – every few hours someone has commented, complained or replied to what you’ve posted. This ever changing nature of social media is very,very seductive. It makes you feel like you have to always respond, always react. Pretty soon you’ve lost 90 minutes of your day handling it.

That’s a huge error. Social media is in the end just another marketing medium. It’s not the holy grail. It’s not a magic solution to your revenue woes. It’s merely another channel by which you can make contact with customers, deepen your relationship with them and hopefully inspire them to buy from you.

It’s important you don’t spend too much time on it. I suggest no more than 20 minutes each work day. Putting a time limit on your posting and monitoring will force you to be efficient and also leave enough time for you to work on the other vital marketing areas. Like email, print, your brochures, finessing your sales presentation, testing online ads, training sales staff, making your website more responsive, etc.

Spending any more time than that is in my view giving social media too much importance, for the reason that i’ll address next.

Mistake 2: Expecting Social Media to Generate Revenue

The world is littered with companies that went under while they were working on getting their sales from social media marketing.
Now don’t get me wrong: social media can be a highly potent marketing weapon. But here’s the cold, hard reality: I mentor many, many entrepreneurs and virtually none of them have been able to get people on their social media lists to actually write them cheques.

Sure they’ll follow you, like you, even comment enthusiastically about how wonderful your products are, but getting them to buy from you as a direct result of what you post on social media is damn hard.

Now I’m generalising of course. I also work with entrepreneurs that are making a fortune from social media. But take it from me, they are a very small minority. Almost all entrepreneurs will find it way easier getting people to pay them money using other media, like email, telephone marketing, online ads, direct mail and website design.

So I advocate doing social media, for sure, just don’t expect your revenue to rise greatly because you are.

Mistake 3: Not Moving Your Followers To Your Email List

Here’s what most entrepreneurs don’t realize: If you have say 5000 people following you on your social media, you don’t own that list. Facebook, Pinterest or Linked In do. That can be dangerous.

Your list may get deleted because of their error or as a result of cyber crime (it’s increasing at a worrying rate). Or the owners of those social media sites may change their policies, and start limiting your ability to post. (This has already happened. Did you know that when you do a business post on Facebook now, often only around 16% of your followers see it?). So leaving those precious names on social media sites is very risky indeed.

But there’s another reason you need to move them onto your own email list. Research shows that when you try to sell something to people who are on your email list, you usually get a better response than when you make the same offer on social media. There are all sorts of possible reasons why, but the fact is that email marketing is usually much more effective.

How do you move them onto your email list? Just post a free report or offer some benefit to your followers – if they click on a link and leave their email address. If your offer is strong, you’ll get loads of people doing so, and voila, your email list will grow. Do this several times a quarter, and you’ll have the email addresses of many of your social media followers.

So in conclusion, yes social media is a fabulous marketing medium – it’s cheap, it’s fast and it’s highly engaging. But unless you avoid making the three mistakes mentioned above, it could also end up being a huge waste of time.

Why Google Glass Failed: A Marketing Lesson.

When Google announced that they had invented a device that put a computer in front of your eye, the world collectively gasped. Google Glass was, and is, a stunning technological accomplishment.

From the moment the actual product was revealed many saw the immense potential of it. You could video anything you are seeing. You could have a map in front of you wherever you walked. You could have a computer and the internet ready at a moment’s notice, taking your experience of life to a whole new level.

But what happened to Google Glass?

In the last 2 weeks Google has let it be known that they’re taking it back to the lab. The product, at least in its current incarnation, is over.

It was worse than simply a product that didn’t catch on, even in its prerelease, from a sales point of view it has been a monumental failure.

The question is why?

Why weren’t there long lines of people ready to fork out around $1500 to get this amazing device?

The answers are simple. And any of us wanting to sell our own products successfully should heed the important marketing lessons Google Glass’s failure teaches.

Here, in my view is why Glass didn’t make it.

1. No Real Product Launch

The product was launched in a novel way – give early adopters and a whole slew of celebrities Google Glass and let them be the advertising.

In one way this worked brilliantly – Glass got oodles of P.R. But in following this strategy Google dropped the ball on some fundamental and compulsory aspects of launch marketing. The first being that any product launched once announced publicly, must complete the launch by revealing an actual date the product can be purchased. This never happened with Glass.

It’s not enough to show a product off and engender desire for purchase. You have to have a specific day when when the public can get it.

If Google Glass had such a date then I for one missed it. Apple of course do this superbly.

2. No Mainstream Advertising Campaign

If you seek to launch a global product, then history has shown it’s best to support it with announcement advertising. Doing PR is fine, but you are never fully in charge of the message. If you want to sculpt public perception exactly to your specifications, it really helps to use paid media to get your key points across in the clearest way. Having spent presumably hundreds of millions of dollars developing Glass, Google should have spent at the very least $10 million explaining it. Instead, they left it all up to their public relations department and soon lost control of the key benefits messaging.

3. No Clear Explanation About Why The Product Was Fabulous

With any totally new product or service, companies must be very clear about telling the public why that product is great. The core benefits must be spelt out – and no more than three key points should be emphasized again and again. If you try to say too much, (or even worse, don’t make a clear argument on the product’s behalf at all ), then don’t be surprised if it doesn’t catch on. Any product that needs the public to spend time working out for themselves why it’s valuable has already lost the battle. One of the problems with Glass was it arrived with great fanfare, but most of us were not sure how we could use the product.

4. No Easy Way To Buy It

It’s all fine and dandy to tease the launch of the product and not initially have it available for purchase, but after a few months you’ve got to distribute it through physical outlets or the net. Otherwise you lose the buzz and then when the product is finally introduced in stores, the launch energy has been lost. Google teased us for far too long, then by the time they saw that the world’s intrigue for Glass was waning, it was almost too late. The hot new product had become first a warm new product and then just an oddity no longer even garnering much press.

LESSONS WE ALL MUST LEARN FROM THIS.

The lessons for all companies and entrepreneurs looking to launch a product are as follows.

Launch with buzz like Google did with Glass, but use paid media if you can afford it to strengthen your PR, then make the everyday benefits of using your product crystal clear. Finally be sure to release the product quickly and widely to take advantage of the momentum.

None of this is difficult, but most of it was simply not done by the Google Glass team.

On a personal note, I really hope Google can come back from this and relaunch Glass with great success. Google’s intention to not just be a search/advertising company but to use their immense cash flow to sponsor moonshot projects to help the world, is in my view truly wonderful. Glass is just the first of a myriad of exciting products that will soon emanate from the Google X lab. This is a magnificent company with mighty, world changing aims. It is a company with a genuine ability to change the world, many times.

 

The Top 5 Ways To Get More Effective Online Ads.

If you’re advertising online via Google Adwords, there’s some simple things you can do to radically improve your response.

Review this list and see what’s missing from your Adwords campaign – it could make a huge difference to the money you make from them.

1. Write At Least Twenty Ads

Most people who use Adwords don’t write enough ads at the beginning. As a result, they end up going ahead with headlines that are not nearly as effective as they could be. Do some hard work up front and push yourself to come up with lots of ads, then choose the best from that group.

2. Keep Trying To Beat Your Best Performing Ad

Don’t stop when you’ve created an ad that works. Each week write a new one and see if you can get an even better result. You’d be amazed how much better your sales can get when you focus on constant improvement rather than settling for one ad that works quite well.

3. Start Every Word Of  The Headline With A Capital Letter

This seems like a ridiculously small change, but many who try it report that it can sometimes increase results by over 40%. It doesn’t work all the time but it’s certainly worth a try.

4. Experiment With Different URL Addresses At The Bottom Of Each Ad

Surprisingly, the address at the end of your ad can have an effect on your click through rate. Try some different addresses and see which pull hardest. (A good place to start is to create some addresses that have the product benefit in them. For example, www.reallyfastloans.com).

5. Advertise At The Top Of The Page, Not On The Right

Yes the ads at the top are significantly more expensive, but typically the increased response you will get makes the extra money spent well worth it. The simple reason is that in most product categories, the ads at the top get clicked on much more than the traditional ads on the side.

If you do each of these suggestions and each improved your Google Adwords response rate by just 10%, your total response rate would be fabulous. You’d be crazy not to give these techniques a try.

Is Your Company’s Brand Extreme Enough?

This week I saw some truly masterful branding.

Not from Apple, Nike, Coke, or any of the other well-known corporate branding maestros,

but from a restaurant that is unknown to many.

(But certainly not for long).

The restaurant is called Barton G, and while it has just opened in Los Angeles, it is already doing a roaring trade in Miami.

Now the food tastes great at Barton G, but the truth is that there are hundreds of restaurants with yummy food.

No, what separates Barton G from every other restaurant in the entire world, is the spectacular (bordering on outrageous) presentation of the dishes.

Imagine being served a steak with a 4 foot high fork stuck through it. Or tuna with a giant samurai sword on the plate.

Imagine a dessert that features a huge mechanical chicken that’s seemingly just laid enormous chocolate eggs. Or cakes served around the head of Marie Antoinette wearing a colossal wig of Fairy Floss.

Yes this is truly extreme cuisine – and the customers absolutely loved it. (Several times I actually heard other guests in the restaurant gasp when their meal came out).

So what has Barton G got to do with your business?

From a branding point of view, a lot.

1. Faced with competing in one of the toughest industries on the planet, the owners did not just try and produce a product that was just a little better than their competition. They sought to introduce a product totally unlike anything else available. (In your own industry, are you being too conservative with your product offering to get noticed?)

2.  They didn’t try to be all things to all people. They made a stand. They wanted a segment of society to adore them, knowing full well that many others would never want to visit such a wild restaurant. (Are you trying to please everyone, and in so doing making your brand bland?)

3. They created a product that has everyone talking. (In a viral media world, are you delivering a service that deserves to get word of mouth marketing?)

Barton G has done so well in their industry for the same reason that many companies do well in any industry.

They aim to delight, not just compete.

They redefine the category, not just improve upon it.

They show commercial bravery, rather than being too timid to stand out.

To look at Barton G’s as just a restaurant is to miss the point. It is an example of strategic branding par excellence.

The 3 Fastest Ways To Market Your Company Online.

You don’t have to be a tech genius to market your business online.

It’s actually remarkably simple to start bringing in customers via the internet.

It won’t cost a fortune either.

Use these three methods and within a month you should have more customers.

1.  Offer A Free Report Prominently On Your Website

Over 94% of people who visit your company’s website will leave without contacting you.

That’s an extraordinary figure worth thinking long and hard about.

If most website visitors don’t contact you, isn’t it vitally important to grab their contact details?

The best way to do this is to offer them a free report. By merely leaving their email details they would receive a report answering many of their biggest questions about your product, service or industry.

Give it a provocative headline. For example, if you own a legal firm, make the report’s headline something like ‘The 3 Biggest Mistakes People Make Hiring A Lawyer’ and you’re sure to get plenty of sign ups.

Once you have their email address, you can begin to communicate with them and build the relationship.

2. Test A Google Adwords Campaign

There is no faster way to get customers than Google Adwords. Literally within a few hours of setting up your Adwords campaign you could be making sales.

Yet surprisingly, most companies do no Adwords marketing at all.

It’s ridiculously cheap too. You can try an Adwords campaign for a few hundred dollars. If it works, increase your budget. If it doesn’t, then it hasn’t cost you much.

There really is no reason not to at least experiment with Adwords – there’s a super low cost and a huge upside. How do you get started with Adwords? I suggest watching a few of the short ‘How To’ videos at google.com/adwords.

3. Get Other Websites To Write An Article About You

There are broadly two types of websites: those that produce information and those that promote specific companies.

The ones that produce information (it could be about fashion, business, family, culture or specific interest topics) all have one thing in common: they are always looking for new articles.

So think of a few article ideas that involve your company (it could be an interview, a controversial aspect of your industry, a warning, or just some useful tips) and pitch it to the head of the site.

If one of your ideas is good and relevant to their audience, they will frequently run with it. After all, every day they need to fill their site with more fresh content.

All three of these online marketing methods are quick, simple and inexpensive, yet few companies do any of them.

If you want to improve your company’s bottom line, pick one of them and test it this week. Who knows, it could very well bring in a flood of customers.

Marketing Lessons From Obama’s Victory.

Most of us enjoyed watching the spectacle of the Romney/Obama war from a human and political point of view.

But there are also some important marketing lessons that can be learned by analysing their battle.

1. ENTHUSIASM MATTERS.

When Obama turned up at the first debate as a seemingly unenthusiastic, quiet, taciturn leader he endangered his chances of staying President.
The next day the polls showed a substantial shift in public sentiment against him.

Why? It wasn’t the brilliance of Romney’s suggestions for the country’s future that damaged Obama, It was that nobody likes a leader without passion, energy and verve. Many were shocked by Obama’s unspirited performance and began to wonder if he was the right man to lead in these dire economic times. His lack of emotional energy cost him plenty.

The same is true when you’re trying to sell your product or service.

People buy enthusiasm, as much as they buy the product itself. If customers don’t feel that you’re totally committed to and excited by what you sell, why should they be?

Are you showing total enthusiasm in your presentations? Or only going through the motions? The difference can be worth a fortune.

2. DETAILS AREN’T REMEMBERED.

I assert that the average voter found the endless statistics and facts of both partys’ leaders totally befuddling. They not only didn’t understand the ramifications of much of the data proffered by Romney and Obama, but had very little memory of it anyway soon afterward.

It’s the same with your brand. Unless you keep your message really, really simple (then endlessly repeat it) then it’s unlikely you’ll make a memorable dent in your audience’s consciousness.

Most of us do the opposite. We say too many things about our company, so few are remembered. We list endless features of our products rather than talk in depth about the one or two that really matter .

As a result our brand doesn’t stand out amongst the countless other competitors who are all doing the same.

There’s money in simplicity.

3. COMMUNITY IS PRICELESS.

Anyone who was on Obama’s email list couldn’t help but marvel at the deep sense of community his team created with it.

Several times a day for months, emails were sent asking for donations, keeping supporters in touch with the latest news and taking every opportunity to make those on the list feel like they were playing a major role in the re-election of the President.

I remember that even on the election day itself, an email went out asking for 750 volunteers in my state (California) to leave what they were doing and lend a hand down at the polling booths. (I assume every state got their own email with this extraordinary request.) Because millions of people were brought into Obama’s ‘inner circle’ by these emails, they not only helped him raise over a billion dollars, they felt a deepening sense of comradeship and loyalty to his cause.

Which inevitably led to increased votes.

What about you? Have you developed a community of customers that believe in what you’re doing, what you’re selling and what you stand for?

Do they feel that you are about more than making the sale? The more powerfully you make a stand for something the more customers will get behind you.

To his audience, Richard Branson isn’t about selling airline seats.

He’s about making flying fun.

Steve Jobs didn’t strive to be number one in computer or music sales, he stood for an intense drive for product excellence.

Ralph Lauren doesn’t get up in the morning purely to make more money, he’s inspired to create a more beautiful life for his customers.

As a result, in all three cases these people created a community of millions of people who believed in them – and therefore the products they sold.

In your own way, you can do the same.

4. THE MESSAGE MUST BE CONSISTENT.

One of the key differences between Obama and Romney was their consistency of message.

One month out from election day Romney fundamentally changed many of his positions on important issues.

So much so, that Obama mocked him by saying there was a new disease of forgetfulness, known as ‘Romnesia’.

In contrast, Obama stuck with his core campaign tenets right throughout the election campaign. Yes, he adapted what he said about them, in response to Romney’s attacks, but he did not change his stance in any significant way.

It was tough to do, but was a crucial component of his ultimate victory.

How consistent are you? With your company’s message and brand positioning? Your standards of service? Your follow through? Your operational systems?

It’s not what you do or say occasionally, it’s what you deliver and how you come across day after day, year after year, that creates your reputation and engenders deep loyalty amongst your customers.

Consistency builds trust. Trust creates long term customers. Long term customers are the crucial element in building business wealth.

In summary, while politics may seem a long way from business, it’s easy to see that many of the same elements generate success:
Enthusiastic delivery of message. Not getting too complex with the details. Building a community of followers. Maintaining consistency.

It pays to focus on them. Whether you want to become President. Or President of your company.

Making Your Business Stand Out From the Pack.

Last weekend I went to one of the world’s biggest markets.

Over 2500 vendors sell their wares every week at the Rose Bowl Flea Market in Pasadena, California.

You can buy almost anything, all of it old or used.

My wife and I went there expecting to walk away with a mountain of bargains.

Instead we left with nothing.

Why?

Because despite the fact that were over 50,000 items available to buy, there was a dire shortage of stuff that was actually special or unique.

If we are not careful, our businesses will end up with the same problem.

Offering plenty of stuff, but nothing extraordinary.

Selling goods that aren’t that good.

Presenting services, that serve nobody brilliantly.

The truth is that the world doesn’t need another okay business. Almost every industry is vastly over catered for already.

If we are to thrive in this overcrowded market place we must do something, anything, to stand out from the pack.

There are 3 fundamental ways to do this.

1. MAKE YOUR PRODUCT EXTRAORDINARY.

Right now I’m betting you’re producing a reasonable product at a reasonable price.

But that is a dangerous place to be. The last ten years has shown us forcefully that reasonably good doesn’t cut it anymore.

Take the cell phone industry as an example. Nokia and Motorola were both making quite good cell phones.

Then Apple came along with the iPhone, something that not only transformed the entire cell phone industry, but also revolutionised how cell phone software was developed. (It used to be that most of the IP magic happened in house, now more than ever the magic happens outside – with external companies developing apps for the iPhone.)

How could you make your product profoundly different from your competitors? Rather than just slightly better as it probably now is.

What could you add to it, or subtract from it, to make it really stand out from the sea of sameness in your industry?

Take a few minutes now to have a think about this; it will be time exceedingly well spent.

2. MAKE YOUR SERVICE REMARKABLE.

What if, no matter how hard you try, you cannot think of a way to differentiate your product or service?

No matter, all is not lost.

Just make amazing service your point of differentiation.

It’s easy to do – just look at every point the customer comes into contact with you and conjure up some way to make it special.

What could you say on the phone that would charm their socks off?

How could you make their experience at your office or store really great?

What about after sales service, how could you make that a little more unusual and remarkable?

In a world where few companies do any of this, you have a genuine opportunity to make your service really shine, and thereby greatly increase both your sales and the percentage of customers who come back.

Here’s some of the things we did at the last company I owned, an advertising agency:

When clients came into our office for meetings, they weren’t just offered coffee or tea. They were given an actual menu of numerous coffees and 6 different teas they could choose from.

Every 30 days they filled out a ’60 Second Monthly Review,’ where they ranked us in 5 different quality areas.

They were invited to boardroom lunches where interesting research was presented, and at night to concerts and movies.

They were sent important recently published books on business and marketing.

On their birthdays they received beautiful cards with written messages from our team. Etc , etc.

Were we the best advertising agency in the city? Maybe, maybe not.

But we certainly offered the finest, most memorable service.

And so can you.

Finally, there’s one of way you can stand out from the pack.

MAKE YOUR MARKETING DIFFERENT.

Like it or not, potential customers often choose who they buy from based on image.

That being the case, how does your marketing and brand identity stack up?
Does it shout “Look at us, we’re really special!” Or does it whisper, “Hey don’t take any notice of us, we’re pretty much the same as everyone else.”

If you don’t say something remarkable or at least look remarkable, why on earth should anyone call you?

Pretend for a moment that you are not the owner of your business. Take a look at it as an outsider. When you peruse your website, your ads, your brochures and sales materials, do they startle you with their freshness, energy, relevance and uniqueness?

No? Well maybe you should change them.

Appearances count. Branding matters. Advertising can be the crucial point of difference if your product or service doesn’t stand apart from your competition. (Even if it does).

So folks, they are the three areas to look at when evaluating how to stand out from the pack.

If you aspire to business greatness, they are not just nice to haves, they are must haves.

A Brilliant Way to Create Demand for Your Products.

I was at a pool party on the weekend and heard a fascinating story.

I was speaking to a highly successful Beverly Hills property developer and he was telling me about a startling experience he had in Paris.

He loves watches and decided to visit the main store of Patek Phillipe, the eminent watch maker.

As you’d expect, there was a extensive array of watches, most priced around the five to ten grand mark.

Then suddenly he saw something that stopped him in his tracks.

There, glistening in a glass case was a watch with a price tag of one million dollars.

I kid you not, they sell a million dollar watch.

But even more amazing was this: he said in order to buy this watch you must write to the CEO of Patek Phillipe and tell him why you deserve it!

Can you believe that? They have the gall to charge a million for a watch and then you have to pass a test to see if you are worthy of it? Amazing.

And brilliant marketing.

By making you apply to buy the watch they change their position in the sales relationship. They move from someone hoping for a sale to someone in charge. They also make the watch seem even more desirable – it is for those who are exemplary in not one but two ways: They are extremely financially successful and also a true connoisseur of time pieces.

They also dramatically reduce the chances of the buyer asking for a discount. The buyer is just hoping to be accepted.

Furthermore, and very importantly, even if they never sell this watch, they have positioned ALL of the other watches in the store as good value by comparison.

And positioned Patek Phillipe even more strongly at the top of the brand exclusivity ladder.

Wow. That is truly great marketing.

Now I’m not of course suggesting that you charge a million dollars for your product (unless you feel you can get away with it of course).

But I do ask you to have a think about how you could do something similar.

Consider how you could both create a premium priced product and make people fill out an application to buy it.

Make them prove they are worthy of your product, make it seem only for a select few, the deserving handful who appreciate it’s extraordinary value.

It may seem paradoxical, but making it hard to buy a product very often increases the customer’s desire for it.

We all want what we can’t have.

Conversely, if you look too eager to sell something, the customer usually doesn’t want to buy it.

Masters of business are very aware of this conundrum and therefore think very carefully about both their pricing and the availability of their goods.

They don’t just sell.

They make people want to buy.

Why People Visit Your Website.

Here’s a fascinating new stat from the internet research company, GlobalReviews.

Generally, 1 in 3 visitors to a website did so because a friend recommended it to them.

Not because you advertised.

Not because they found you on Google.

But just because somebody they trusted told them about your website.

So, if website recommendations from friends are so important, how can you get more of them?

Make your site remarkable.

Either through unusual design.

Stunning pictures.

Ridiculously good value offers.

Or a radical, interesting philosophy.

If 1 in 3 people visit a website because their friends told them to do it, you need to do something, anything to make your website stand out from the pack.

Is your website worthy of discussion?

There’s an old saying in the marketing industry:

‘The very best type of advertising is word of mouth.’

So go create a website people talk about.

How To Become a Popular Company.

I was out driving recently in Los Angeles and saw an amazing sight.

A famous hot dog stand called Pink’s had a line of people outside that went half way around their entire building.

The question is, why?

Is it because their hot dogs are so amazing?

Well I’ve eaten there and while they’re good, a hot dog is a hot dog. There’s only so much you can do with it.

Is it because they spend a fortune on marketing?

No way. In all my time in L.A I’ve only seen one ad for Pinks.

Is it because they cost less than other hot dogs?

On the contrary, they cost more than many of their competitors.

No, in my opinion the reason Pink’s has people waiting for an hour just to taste their dogs is because of a factor far more strange and subtle.

People line up outside Pink’s because they see other people lining up.

They assume that because so many are lining up the hot dogs must be amazing, and so they decide that they too must visit this place.

So it becomes self perpetuating.

There’s a term for this in behavioural research – it’s called Social Proof.

Humans tend to get more interested in things when we see that other humans are interested in them.

So, think about this:

How can you create the appearance that lots of people love your company?

If you could just achieve that, then you too would get an ever increasing number of people desperate to buy from you.

As I see it, there are three ways:

1. Get lots of testimonials.

When potential customers read about other customers that adore your products, their desire for your stuff will dramatically increase.
2. Initiate a PR campaign about popularity.

Plan a campaign of hitting the media outlets with stories about the fast growth and popularity of your company, product or service.

3. Create shortages.

Consider occasionally making your product unavailable or booked out, due to high demand.

None of these strategies cost much money, but together they will go a long way to creating the impression that your company is popular, and that your product is something really special.

Pretty soon you could end up like Pink’s.

Not selling hot dogs, but selling hot products.