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Element 41. High Profile Persons Availab... > The Coin-Operated Laundry—High-Profi...

The Coin-Operated Laundry—High-Profile Persons Available score: 7

Who are the top five people in your community, ranked by fame, who might allow their name and photograph to be involved with your company or its services? Remove the people from the list who would absolutely, positively not want to participate. Who would allow you to move forward? Remember that the profile needs to be from the midst of your customer base. If you are in a Hispanic neighborhood, it would be a good idea to find someone your clientele admires. Let’s assign this a 7. How can we raise the score? Pick up the phone and win over the commitment of a person with a household name that is broadly recognized in your community. What about a local TV news anchor? They can be recently retired, and they can therefore come out of a political office. Think in terms of the outdoor advertisers’ five-word maximum and consider a slogan that would emphasize the presence or support of your key high-profile person. “Cleanliness is next to Godliness” could be associated with one or several priests, ministers, nuns, rabbis, or imams. Sports figures, and stars of stage and screen might work best because they are so attentive to how they appear.

Element 41, High-Profile Persons Available score summary:
Weight 2 × Score 7 = Total 14



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