Page 58 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

Secret #1: Reveal the Business Nobody Knows 27

as the first hamburger stand that caters to your health.
They could say, “Our burgers will give you energy
and vitamins,” or something to that effect. They could
“reveal the business nobody knows.”

Most people sell what they have in front of them. In
other words, if you’re selling a shirt, you show the shirt.
But a way to “reveal the shirt nobody knows” is to show
how the shirt satisfies a more deep-seated desire. Maybe
the shirt is made of special material that allows your
skin to breathe, thereby giving you comfort. You have to
look beyond the obvious.

Take baking soda. Arm & Hammer has us putting its
product on our toothbrushes and in our refrigerators.
They are clever people. They keep revealing other uses
for baking soda. But Bruce Barton would have gone
further and shown how baking soda serves the world.
Had Barton handled the Arm & Hammer baking soda
account, we’d be crop-dusting the planet with the stuff
to clear the air of pollution.

When Bruce Barton was handed the U.S. Steel
account, he could have written a relatively good ad that
said, “U.S. Steel is the best in the business.”

Instead, Barton looked deeper. He wanted to reveal
how the steel business served the more basic needs of
people. As a result, he came up with the now-famous
ad (listed in The 100 Greatest Advertisements of All Time):
Andrew Carnegie “came to a land of wooden towns . . .
and left a nation of steel.”

THE WAR NOBODY KNOWS
Barton hated war.