Weight Watchers Misses A Trick

I married my bride 21 years ago. Good stuff!

Along the way her philosophy of life’s rubbed off on me: “Just because you can do something doesn’t mean you should do it.”

She said that to me in March when I considered buying fuzzy promotional creatures with eyes, feet and a hat glued on. I thought I’d give them away at speaking gigs. She pointed out they’d do nothing for the business.

Scratch that idea.

The wisdom of her words also hit me at the San Diego County Fair in Del Mar when I came face-to-face with the greatest temptation known to mankind: Chocolate covered pickles. Sounds like something perfect for pregnant women.

You might have missed this delicacy amidst the uproar over the deep fried butter (like a churro, only chewier) and the chocolate covered bacon (you MUST be kidding me!).

We discovered it at the dessert stand, right across from the guy selling the deep fried Twinkies, Oreos, Pop-Tarts, zucchini weenies, and frogs’ legs.

Mmmmm...I love the fair—don’t you?

Somehow I resisted all this artery-clogging glop, and found myself wondering why Weight Watchers didn’t have a presence there reminding members to behave themselves.

Out of place? Perhaps you’re right—another example of that philosophy in action.

I’m reminded of a guy I knew in Boston who paid his sales staff $150,000 base pay because he had the money in hand. He never figured out why the staff wasn’t motivated to make sales.

Now let’s look at your business—are you maximizing opportunities, or just doing things because you can?

When you give out goodies, are they items that actively differentiate your business? Or do you prefer the path of least resistance, buying coffee mugs and pens? Nothing against the pen and mug makers, but if everyone gives out a pen, why will yours stand out in my mind?

Put simply, just because you can buy a pen or a mug, should you? Is there a better way for you to be promoting your business?

The question “Will doing this really help us grow?” should be applied to every stage of your business plan. Viewing company operations through this filter is sure to improve the bottom line and, over time, make everything work like a well-oiled machine.

With that said, I wish you a week of profitable marketing.

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