Case Study: How To Reinvent Yourself
While reading the Sunday paper, I came across an article about a family-owned business started in 1942.
It’s a fitness equipment company.
And like most fitness supply stores, they also had a shoe department.
This is where it gets interesting: They recently spun off the shoe department and made it a separate enterprise.
That isn’t the interesting part.
Then they created a new market for custom fit shoes. They call their new enterprise Ultimate Fit.
Their specialty is fitting shoes based on the customer’s feet, gait and body mechanics.
Can’t say for sure what that means…
But I can tell you this: They have a hit.
We drove by the place and it was hopping. There were at least a dozen people (mostly kids with parents) in the store.
Then… they branched out to setting up spaces in the fitness clubs and doctor’s offices. They promote their biz through organized races and walks in the community. They hold clinics to educate consumers on the importance of properly fit shoes.
Do you get it?
They reinvented themselves. They became About Something Significant. Dan Kennedy talked about this in his January newsletter
Granted, at the end of the day, they just sell shoes.
But to their clients, their community, their industry… they are much more significant than the sum total of what they sell.
Why can’t you do the same thing? And please don’t say your biz is too ordinary to be About Something Significant.
With this in mind, how many of your competitors send a monthly client newsletter? I don’t know you personally (yet), but I do know the answer:
Zip, zilch, nada, zero.
Stand out, be significant, reinvent yourself. Begin the process in a very tangible and real way. Send your customers killer newsletters each month. Our customer newsletter templates online are free to use. Exceptional Living is… well, exceptional.
They’ll remember you as being About Something Significant.
Activate your free account if you haven’t done so yet.
Taking action just feels right.
-David Gruttadaurio
“The Print Newsletter Expert”
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About David Gruttadaurio
David Gruttadaurio is widely recognized as the expert in print newsletter marketing and relationship-based marketing.
David now has clients from around the world who are successfully using his products.
He is the editor of Exceptional living newsletter and a published author in print and online magazines and blogs.
David and his family live in the small town of Princeton, Indiana.
Copyright 2010
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