You shared some GREAT feedback on my reader Profile, Promise, and Scope and I super appreciate that!
I have a quick question for you in a moment, but before that… a brief update, and a funny story…
As of today, I now have 23,688 (pre-edit) words written. Huzzah for consistency!
Now for the quick story… It’s funny the rabbit holes we can fall into during the research part of writing a book.
The other day I was looking into the background of a story I’d heard about Comet (the household cleaner) and how they went about increasing sales, and I found myself reading up on how Alka Seltzer doubled their sales instead!
The short version of the story is that their sales had flatlined. They weren’t seeing any more growth. The younger generation associated alka seltzer with hangovers and overindulgence and wasn’t buying it. As for their existing customer base, they were already buying all they needed.
They were stuck.
It was their ad agencies that struck upon gold with one of the 16 ads that they tried out. In this one ad, they simply showed a glass with two tablets being dropped in – their now classic “plunk, plunk, fizz fizz.”
Until that time, the package always said to take just one tablet, but when they were speaking with a doctor about aspirin dosage and saw that aspirin was dosed as two pills… they realized that they could simply show two tablets as well, and almost overnight, their customers started taking two tablets.
Alka seltzer didn’t find a new market. They didn’t force their way into a market that didn’t want them. They didn’t even invent a new product. Or a new jingle. They simply repackaged what they already had.
This was all for my chapter on the specific strategies businesses use to increase their Frequency of Transactions (that’s the F in my FAQs to Profit), and specifically for the tactic of Repacking / Reformulating.
It was a delightful story to discover and a strategy I’ve not only seen before, but even used with clients. Now it has an even greater background!
So, for my question! I’ve been a guest on close to one hundred podcasts in the past 12 months, and it’s been an adventure with quite a range of shows. But what I want to know from you is…
What are your favorite business podcasts that you listen to and would recommend to someone looking to scale their business? (In other words, what shows do you think my ideal readers listen to?)