Even This Can Of Soda Does It Better…

0800 Zulu Time. San Pedro, CA.

Professionalism sucks the life out of sales.

So many people try to sound all prim and proper and they alienate their idea customers. I’ll let you in on a little secret:

“People don’t trust companies. People only trust people.”

With Enron, Worldcom, Lehman Brothers, Washington Mutual, GM, etc., all going bankrupt, people do not trust companies. The more corporate you try to sound, in a poor effort to “sound” more legit, you slowly but surely kill your sales.

This can of Monster soda, oh I’m sorry – I mean energy drink, does a better job of communication with their customers that most businesses.  Here is what it says on the can:

People have been blowin’ up our inbox for years asking for a zero calorie Monster. We got it, but this ain’t soda pop, dude!

Making a zero calorie, zero sugar drink that’s good enough to earn the Monster M ain’t that easy.

Finally with a re-tooled energy blend, new sweetener system and hundreds of failed flavors, we absolutely got it right!

Monster Absolutely Zero helps fight fatigue, improves mental performance and focus, motivates you to work (I mean play) harder, so generally you feel pretty damn good.

Zero calories, zero sugar, killer buzz… Absolutely Guaranteed!

This is a great message on the can. It connects with the market. It reinforces the brand (see my October print newsletter for how branding doesn’t work. Not getting the print version? Sign up here).

This is “personality in copy.”

Does your copy sound like you? Or like a big stuffy corporation?