Many entrepreneurs have asked me how I increased sales 300% of Legacy Chocolates.
I had to ask myself, “With all the decades of chocolate marketing, how do you attempt to rise above the noise?”
The only options I saw were 1) to add to the noise or 2) rise above it.
There was no third option, so I packed my parachute, got on my goggles, and prepared myself for some serious brand elevation.
3 Magical Steps to Achieve 300% in 30 Days
This was the question I asked myself (“How do you attempt to rise above the noise?”) when I rebranded Legacy Chocolates. And it’s how I increased sales by 300% in 30 days.
Part of it was figuring out (since I am an insatiable chocolate sponge with a bottomless pit for consumption) how I could achieve that kind of brand distinction.
Only after observing what everyone else was doing did I do the opposite.
- Instead of just looking pretty, I decided to be informative because foodies love trivia.
- Instead of meaningless one-liners, I decided to have meaningful insights into the art and craft of chocolate making, details nobody else was discussing.
- Instead of using the cheapest materials for the boxes, I went with a thicker box no customer would ever throw away (Over the years, I learned firsthand from husbands — after they learned I was the guy who designed these boxes — that their wives refused to throw these boxes away).
Chocolate Porn Posters: Chocolate Envy and Chocolate Infidelity
This part of the rebrand was in the form of posters, as you’ll see below.
So, I worked closely with one of our photographers and got intimate with our specimens of chocolate. I don’t know what these truffles were experiencing, but I felt vulnerable.
I have no idea why no one had been exposed to this side of chocolate before. But that’s part of branding: To ask, “Why?” and then immediately follow it up with, “Why not?”
Making Chocolate Sexy Again
We’re Not Done Yet
As if that wasn’t enough, this super-closeup photography was so successful it inspired a decadent and ultra-indulgent chocolate sauce we named “Potion #9.”
There’s a lot to that story, but suffice it to say, we drooled when taking these photos for this campaign as well.
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Did I share this to torture you?
No. I shared it with you to remind you of this: NEVER assume that something has not been done before “for some good reason” that you’re unaware of. Bogus!
If you can’t think of a “good reason” (one that honestly makes sense), challenge it. Who knows? Maybe everyone was so busy being too close to it — never far enough away from it — to have that moment of necessary insight to see something everyone else missed, something that changed the game.
Above all things, be rebellious. Albert Einstien said it best: “We cannot solve our problems with the same thinking we used when we created them.”
And with that said, strive for greatness, whether you’re branding chocolate or something, maybe not as sexy. (And be sure to have plenty of truffles around, just in case.)
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