My anguished scream rings out from the kitchen.
Hayley runs in with a baby under her arm and a concerned look on her face. “What’s wrong?”
I’ve got the cast-iron pan fired up, so she thinks I’ve burned myself or something.
But no …
She finds me standing in front of the fridge, looking defeated:
“I … have … no … sour creeeeeam!!!!” I burble.
(Hayley is not impressed.)
I close the fridge and turn toward her. “I was going to make nachos,” I explain. “But I can’t have nachos without sour cream!”
“I could go pick some up quickly?” she offers.
But I’m already at the door, putting on my shoes.
“No need — I’ll go get KFC instead,” I say cheerfully. “See ya!”
Eli runs up to me. “Can I come?”
“Sure buddy,” I say, ruffling his hair. “That’ll be fun!”
… it is not fun.
It is now ten minutes later, and I’m stuck in a queue of cars six deep at the KFC drive-thru.
Which, to the toddler in the back, makes me the perfect captive for an interrogation.
“Daddy, are cars and trains fast?”
“Yes buddy, they are.”
“Why are cars and trains so fast?”
“Because … they are.”
“Why are there so many cars lining up here?”
“Because they want KFC.”
“Why do they want KFC?”
“Because KFC is yummy.”
“IT JUST IS ALL RIGHT YOU OVER-CURIOUS LITTLE—”
But right then, I’m interrupted by the girl at the drive-thru, so I place my order.
Soon afterwards, I collect my deep-fried treasure, and rush home with the prize.
Now I admit to being partial to a good drumstick or two from the old Colonel.
And judging by how long the queue normally is at every single KFC I’ve ever been to, so are a lot of people.
Even though it’s terribly unhealthy.
Even though they stuff up the order a lot.
Even though the restaurants are usually filthy.
And even though it’s not exactly cheap.
So what does KFC do to overcome all those objections … and still get so many customers coming back?
Well, it’s simple:
They sell something you can’t get anywhere else.
Sure, other places sell fried chicken. But nobody’s tastes like KFC. You know it. And they know you know it.
I applied this lesson to my business long ago.
Not only are my emails unlike anyone else’s with my style and personality …
… but I’ve also always positioned myself as the best option my clients have when they need a copywriter.
Of course, not for every kind of copy.
KFC doesn’t do hamburgers — and I don’t do websites, Facebook ads, taglines, etc. Other copywriters are indeed a better choice for THAT stuff.
But when you want tender, juicy sales copy?
Emails and sales pages that work?
Well, I’m the Colonel, baby.
And that strategy is what has attracted bestselling authors, media moguls, CEOs, millionaire course creators and more to seek ME out over my competitors.
You’d be wise to do the same in YOUR niche, whatever that is.
Oh, and if you do want my help for your Kentucky Fried Copy, we can arrange that:
If I work with you, be sure that I’ll season your page with 11 herbs & spices and deep-fry you up somethin’ special.
Mmm… now that’s finger-lickin’ good!