Fly on the E-Commerce Cyberwall

Protecting the KFC Secret Recipe
Every time I turned on the news today, I heard something about Kentucky Fried Chicken moving its super secret secret recipe.

I haven't the foggiest idea where they are moving it or why. But I've heard again and again about the Secret Service type of security precautions surrounding this move.

The whole hubbub about this move brings to mind something KFC has done extremely well -- and I'm not talking about the taste of their food here.

What really strikes me is how well they've done selling their story to the world. They have developed a whole mystique around their recipe. And that mystique sells their chicken even more effectively than their recipe does.

Think of it. A restaurant announces that they plan to take a recipe out of their safe and they get prime time news coverage on just about every news outlet. Wouldn't you love to be able to get the media to sit up and take notice over some small action that your business takes.

It just shows the power of story. Build a story around your business. Make it central to your Unique Selling Proposition. Hammer it home in all your communication with the public.

Stories catch people's imagination. Don't be afraid to use your story. Maybe it's something you've never even considered to be a selling point. But take the time to craft your story. KFC's story is worth millions in free publicity. What can you create out of yours?
Jeff

Labels: marketing, promote business