I Heart Butt Drugs

Did the name of this post make you stop and click?

There’s a reason for that, but we’ll get to that in a minute. Let’s talk more about, “I Heart Butt Drugs” first.

That’s a direct quote from a billboard I came across as my family drove from Louisville, KY into Indiana.

The beautifully crafted copy was framed by ice cream cones.

Butt Drugs and ice cream cones?

My curiosity was peaked. Google was being searched within seconds. It turns out that Butt Drugs is a real pharmacy.

The store has been charming people with its unique name for three generations. William (Blackie) Butt, R.Ph. established the family pharmacy in 1952. The company operated as a standard pharmacy until 2001 when Katie Butt took over. It was Katie’s marketing chops that took the Butt dynasty to the next level.

She embraced the name that makes them stand out from national chains. Katie launched merch, an online store, and ad campaigns all about Butt Drugs.

Katie understands that their name is a pattern interrupt. You can’t read, “I Heart Butt Drugs” and not be curious. It’s the reason you clicked on this link and are reading my post right now.

This pattern interrupt alone won’t make them successful, BUTT it’s enough to give them a shot with customers who would otherwise drive down the street to Walgreens, CVS, or Rite Aid.

Don’t be afraid to be different. A little shock might do your brand some good.

The job of great marketing is to make the right people stop and take notice. Figure out the patterns of the people you’re trying to reach and how you can interrupt those patterns with a relevant message they want and need to hear.

This post was originally delivered to The Recipe community. The Recipe is an email I send each Friday for entrepreneurs and marketers. You can Sign Up Right Here

Does Your Brand Have Bad Habits?

Man Smoking Showing Brand Habits

I can go out and ride my bike for an hour, or I can go to the bar and drink two beers.

What vote will I cast today?

“Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes build up, so does the evidence of your new identity.” 

– James Clear, Atomic Habits

This idea from James Clear applies to the brand you’re building as well.

You can apologize to a customer when they’re unhappy and offer a refund, or you can refuse the refund and keep their money.

You can buy the cheapest materials to put behind the walls where your customer will never see, or you can demand quality in all aspects of construction.

You can offer a genuine please and thank you to every customer, or you can just get on with the next transaction.

Your decision is casting a vote for the type of brand you wish to become. No single customer transaction will transform your brand, but as the votes build up, so does the evidence of your brand identity.

Core values, mission statements, and manifestos are pointless if you don’t back them up with habits and cast votes every day.

The first step is deciding what type of brand you want to become.

 

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