I got an email from my friend, Perry the other day. In it, he talks about Dan Kennedy working with Dave Thomas, the originator of Wendy’s hamburger chain.
Dave Thomas was a slightly overweight, middle-aged man who wore white short-sleeve collared shirts. But Dave was also an obsessive marketer, so he approached Dan to do commercials for Wendy’s.
Dan told him to get in front of the camera.
Dave did not want to get in front of the camera.
Dave’s team probably didn’t want Dave to get in front of the camera!
Dave wanted to hire people to do that.
But Dan prevailed.
Dave got in front of the camera and talked about Wendy’s, And if you’re old enough to remember his TV commercials, you recall how ordinary he looked and how plainly he spoke.
In the image is everything 80s, it was almost shocking to see someone so normal on TV. And Wendy’s sales shot up.
What did Dan know that Dave didn’t?
Dan knew that there was no one in the world who can talk about a business better than the person who owns the business, who started the business.
There’s no replacing that person, there’s no replacing the knowledge, the passion, the expertise that comes out of the voice, the face, the body language.
Even if that face, voice, and body aren’t “perfect” or even close to perfect. You cannot outsource YOU. And your customers are buying YOU.
“People don’t do business with businesses, people do business with people.”
