JERRY: He’s serving Mexican, Italian, Chinese. He’s all over the place. That’s why no one is going in.
ELAINE: Why do you keep watching?
JERRY: I don’t know. I’m obsessed with it. It’s like a spider in the toilet struggling for survival. And even if you know it’s not going to make it, you kind of root for it for a while.
ELAINE: And then you flush.
JERRY: Well, it’s a spider.
Later on in this episode Babu Bhatt (the restaurant owner) calls Jerry a “very bad man.” In reality, it is Babu who is a very bad marketer. Switching from Mexican to Italian to Chinese will only confuse would be loyal diners.
Instead, think of the role of marketing as making it very easy for your customers to describe your company to a sketch artist. If they cannot easily describe what you do, you can kiss Word of Mouth and any remarkableness goodbye. Imagine this scene where someone is have to describe your business:
“They sell stuff that isn’t expensive but it isn’t cheap either. They run ads saying they ‘care about my business’, but their employees act as if I am bothering them if I ask a simple question. Their building is mostly clean and their products are dutifully displayed, but nothing really ever catches me eye.”
If the above describes your company, you’ll never get caught and accused of being remarkable. What you need is something that stands out.
Dr. Richard Kimble caught his wife’s killer because he was looking for the one-armed man. Dizzy Gillespie’s cheeks made him instantly recognizable. And Jay Leno’s chin has done well for himself. All of these characteristics are simple to explain and very unique.
When it comes to marketing, be Jay Leno’s chin and
stick stand out.
This post is part of a weekly series, Seinfeld on Marketing.