Bruce Levitin liked this
In the 90s, I told everyone who visited our factory that our red paint was a secret formula.
It was not a secret formula. We were particular about our shade of red, but there was nothing particularly secret about it.
Let me explain. 😆
The first few tours I gave, I told people the plain truth, and then I watched their faces.
You see, at the time, Radio Flyer was in real trouble. We had no new products and nothing flashy to announce. What we did have was a factory on the west side of Chicago making little red wagons, and it turned out people thought that was pretty cool! So I started inviting anyone who would come: local TV stations, radio programs, anybody remotely interested in showing up for a tour.
And every single time we got to the paint department, someone would ask:
"Is that red paint your secret formula?"
"No, it's not." And I'd watch them deflate.
So I started playing around with my answer. . . "Yes, it is! Radio Flyer Red! I could tell you the formula but then I'd have to kill you."
People loved it and they laughed every time. Eventually, I had our paint supplier print labels that read SECRET FORMULA RADIO FLYER RED PAINT, and we stuck them on every barrel in the department.
The same thing happened with the bell. There was a very loud bell in the factory, and it would ring in the middle of tours. People would ask what it meant. The first few times I said, "That's our paging system," and got a look I can only describe as polite.
So I switched up that reply, too. "Every time that bell rings, it means we sold a wagon!” (I was inspired by It’s a Wonderful Life, IYKYK).
People loved that one even more. They'd laugh, and then as we kept walking and the bell kept ringing, they'd say things like "must be a good sales day!"
None of this was strategic, per se. I was just 25 years old with nothing new to sell. So I guess my lesson is this: Play around with what you've got. And if you ain't got much, get creative and have fun with your storytelling. ☺️