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But origins are just part of our story.
Time and time again, what matters is what happens when the spotlight finally finds you.
And while even The NY Times couldn’t definitively say when someone first stuffed a chicken inside of a duck inside of a turkey, nobody questions when turducken ‘broke.’
It was Thanksgiving, 1997, and somebody got one into the hands of John Madden.
The rest is history. The turducken's become synonymous with Thanksgiving, football, and the legendary coach & analyst himself.
A product, linked to a simple concept you can quickly visualize.
In other words, what your business is looking for. So what can we learn from one of the great food gimmicks of all time?
When we're talking gimmicks, we're often talking about short-run experiments.
Something to grab attention and introduce people to your core offering.
Turducken, after all, wasn't introduced to the world as a year-round thing. It came into our lives as a special-occasion, Thanksgiving monstrosity that instantly made its way into the hearts of millions.
And that's been its thing ever since. Turducken season lasts for 1 day every year, and yet we all know what it is.
Here's why I love undercommitting with limited-time offers:
Finally, urgency sells.
To this day, I've nevvvvvver seen this disproven. Limited offers drive. Urgency drives FOMO, and FOMO drives action.
My favorite personal example happened 2 years ago.
Our team at the Bronx Brewery linked up with local brand The Bronx Native & BX Writers to release a special, holiday IPA called Year Gone Hazy. On the labels, we had short send-offs to 2020 (read: F-U's) from nearly 100 people from around NYC and the world.
We released them in two sizes: our normal 16oz 4-packs and 1.5L magnum bottles with special foil, sealed in wax.
Guess which one went faster.
The bottles were gone within a day or two, and sold at something like 7x the rate of the cans -- even though they were at a higher price point and had basically the same amount of beer as the 4-pack.
There's nuance & practicality in how to do it, but 'bold beats' have big upsides.
The turducken, above all, is a pretty damn crazy idea.
It wasn't a bigger turkey. It wasn't a better turkey. It was, literally, a whole new animal (two, even!).
So when you're dreaming up your gimmick, don't look for something that's a few degrees different.
Look for something loud different.
Why? Shareability.
I'm guessing your marketing budget isn't in the millions -- or maybe even thousands. If that sounds like you, free is key. And if free is key, word of mouth is your way of unlocking that power.
I've always liked how NYC's Clinton Hall does it. Take their grilled cheese doughnut. Who wouldn't share that?
And the science backs it.
Last year, the NYT Consumer Research group published a report diving into why people share. The results:
Click here for more, via EverydaySocial >>
The human mind is a miracle. Powerful. Mysterious. Endlessly flexible.
But let's be real. What'd you have for breakfast 2 days ago?
(Took me a minute, too)
It doesn't always feel like we have a lot of room left in our minds. Or if we do, we're moving too fast to store new info. So advertisers spend milllllllions (billions sometimes, over time) on being associated with one word.
So when you're out to find out what'll reserve a spot in someone's mind, consider going after their heart instead. Let yourself get a little childlike, and think of how to spark an emotion. (Joy, ideally!)
The power of 'turducken' isn't in how you cook it. It's in the phrase 'a chicken inside of a duck inside of a turkey.'
Think of combinations & approaches you haven't seen before. And if you're stuck, think of the headline you'd use to explain it.
[Thing] with [Thing] but [Twist]
Remember: the shorter the phrase, the more impactful -- and memorable.
If you get stuck, just chant 'a chicken inside of a duck inside of a turkey.'
There are all sorts of things to do here, but the German approach works here.
Not always known for its beauty, the German language does this incredible thing that you might already know.
When German combines multiple concepts into one, it often crams them into one word.
(Also known as l'esprit de l'escalier -- wisdom of the staircase -- a favorite of one of my faves, Nicole Cammorata)
Embrace the portmanteau. Turducken. McRib. Podcast. Croissandwich.
If you're mashing ideas together, try the same thing with the words.
If somebody's laughing, somebody's thinking. (and probably sharing)
When you're finally ready to launch, it's critical to find a way to get the word out confidently -- and authentically.
Which basically means making sure it comes from the heart. (and fits your brand)
Enthusiasm was one of John Madden’s superpowers. It wasn’t like he was a pitch man. He just did EVERYTHING like that. The legendary coach, analyst and human was synonymous with the word BOOM.
So when this larger than life personality -- who was also synonymous with Thanksgiving -- cut out this gigantic triple-bird thing, America fell in love.
Here's the thing. You can do it too.
In his great memoir, Zen in the Art of Writing, Ray Bradbury writes...
“When a man talks from his heart, in his moment of truth, he speaks poetry.”
You've got poetry inside of you. And when you find it and harness it, your business will, too.
Find your story. Find your Madden.
But origins are just part of our story.
Time and time again, what matters is what happens when the spotlight finally finds you.
And while even The NY Times couldn’t definitively say when someone first stuffed a chicken inside of a duck inside of a turkey, nobody questions when turducken ‘broke.’
It was Thanksgiving, 1997, and somebody got one into the hands of John Madden.
The rest is history. The turducken's become synonymous with Thanksgiving, football, and the legendary coach & analyst himself.
A product, linked to a simple concept you can quickly visualize.
In other words, what your business is looking for. So what can we learn from one of the great food gimmicks of all time?
When we're talking gimmicks, we're often talking about short-run experiments.
Something to grab attention and introduce people to your core offering.
Turducken, after all, wasn't introduced to the world as a year-round thing. It came into our lives as a special-occasion, Thanksgiving monstrosity that instantly made its way into the hearts of millions.
And that's been its thing ever since. Turducken season lasts for 1 day every year, and yet we all know what it is.
Here's why I love undercommitting with limited-time offers:
Finally, urgency sells.
To this day, I've nevvvvvver seen this disproven. Limited offers drive. Urgency drives FOMO, and FOMO drives action.
My favorite personal example happened 2 years ago.
Our team at the Bronx Brewery linked up with local brand The Bronx Native & BX Writers to release a special, holiday IPA called Year Gone Hazy. On the labels, we had short send-offs to 2020 (read: F-U's) from nearly 100 people from around NYC and the world.
We released them in two sizes: our normal 16oz 4-packs and 1.5L magnum bottles with special foil, sealed in wax.
Guess which one went faster.
The bottles were gone within a day or two, and sold at something like 7x the rate of the cans -- even though they were at a higher price point and had basically the same amount of beer as the 4-pack.
There's nuance & practicality in how to do it, but 'bold beats' have big upsides.
The turducken, above all, is a pretty damn crazy idea.
It wasn't a bigger turkey. It wasn't a better turkey. It was, literally, a whole new animal (two, even!).
So when you're dreaming up your gimmick, don't look for something that's a few degrees different.
Look for something loud different.
Why? Shareability.
I'm guessing your marketing budget isn't in the millions -- or maybe even thousands. If that sounds like you, free is key. And if free is key, word of mouth is your way of unlocking that power.
I've always liked how NYC's Clinton Hall does it. Take their grilled cheese doughnut. Who wouldn't share that?
And the science backs it.
Last year, the NYT Consumer Research group published a report diving into why people share. The results:
Click here for more, via EverydaySocial >>
The human mind is a miracle. Powerful. Mysterious. Endlessly flexible.
But let's be real. What'd you have for breakfast 2 days ago?
(Took me a minute, too)
It doesn't always feel like we have a lot of room left in our minds. Or if we do, we're moving too fast to store new info. So advertisers spend milllllllions (billions sometimes, over time) on being associated with one word.
So when you're out to find out what'll reserve a spot in someone's mind, consider going after their heart instead. Let yourself get a little childlike, and think of how to spark an emotion. (Joy, ideally!)
The power of 'turducken' isn't in how you cook it. It's in the phrase 'a chicken inside of a duck inside of a turkey.'
Think of combinations & approaches you haven't seen before. And if you're stuck, think of the headline you'd use to explain it.
[Thing] with [Thing] but [Twist]
Remember: the shorter the phrase, the more impactful -- and memorable.
If you get stuck, just chant 'a chicken inside of a duck inside of a turkey.'
There are all sorts of things to do here, but the German approach works here.
Not always known for its beauty, the German language does this incredible thing that you might already know.
When German combines multiple concepts into one, it often crams them into one word.
(Also known as l'esprit de l'escalier -- wisdom of the staircase -- a favorite of one of my faves, Nicole Cammorata)
Embrace the portmanteau. Turducken. McRib. Podcast. Croissandwich.
If you're mashing ideas together, try the same thing with the words.
If somebody's laughing, somebody's thinking. (and probably sharing)
When you're finally ready to launch, it's critical to find a way to get the word out confidently -- and authentically.
Which basically means making sure it comes from the heart. (and fits your brand)
Enthusiasm was one of John Madden’s superpowers. It wasn’t like he was a pitch man. He just did EVERYTHING like that. The legendary coach, analyst and human was synonymous with the word BOOM.
So when this larger than life personality -- who was also synonymous with Thanksgiving -- cut out this gigantic triple-bird thing, America fell in love.
Here's the thing. You can do it too.
In his great memoir, Zen in the Art of Writing, Ray Bradbury writes...
“When a man talks from his heart, in his moment of truth, he speaks poetry.”
You've got poetry inside of you. And when you find it and harness it, your business will, too.
Find your story. Find your Madden.
Kurt Vonnegut's 8 rules of writing provide valuable guidance for writers of all levels, and a way for you to level up your business. From "write with one person in mind" to "be a sadist," these rules will help you craft engaging and memorable stories. So, whether you're a seasoned pro or just someone who hates writing business emails, it's time to take a page from Vonnegut's book and elevate your writing game.
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Big Stick Willy's is disrupting the mozzarella stick space. Seriously. Watch for BSW put story before product, how owning his story changed founder Will Reynolds’ life, and how he found his ‘Out Pitch.’
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Out Pitch Media came out of my process to find my Why again. And today, I wanted to share a few things that helped me — in case they can help you remember, too.
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