Staff Story: A Vital Marketing Lesson I Learned in the Ice Cream Trade

When I was in high school, I landed a job at Ben & Jerry’s.  The shop was close to the beach and the ice cream was delicious.

Luckily, Ben and his partner were as liberal with their ice cream as they were with their politics.  If you were employed there, you could consume as much ice cream as you wanted, as long as you documented it.

One day, as I was working and contemplating going on a diet from all the weight I was packing on, I got one of my first but most important real world marketing lessons.

Near closing time, a gentleman wearing a blue sports jacket sauntered into the shop and held up a gift card.

His ice cream was prepaid; his only burden was choosing a flavor.  His eyes swept back and forth across the roster of flavors and after a few minutes the frustration on his face began to swell.

Ben & Jerry’s menu of flavors overwhelmed the man and his decision making ability was robbed of him.

He began cursing, threw his hands up in the air and fled.

What I should have done is asked him questions and helped him navigate the myriad catalog of flavors.

If you give your prospects too many options, it can be mentally paralyzing for them, or in other words… no sale.

At Breakaway Press one of our core competencies is helping our clients streamline their vision.

Rather than presenting a hundred different paper options coupled with two hundred design ideas, we first find out:

  • Our client’s goal(s) – both short and long term
  • Who they are trying to reach
  • What action do they want that person to take

At Breakaway Press, we are here to help you figure out the shortest path to the greatest impact.

To get in touch with us and discuss your next project, click here!

-A story by Erik, Breaking Away since 2014

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