The power of greasy chicken

Supposing you have a formula — a secret recipe — for great tasting chicken.

The problem is your recipe requires your chicken be deep fried in vats of shortening (or grease). The process saturates the meat making it unbelievably messy.

Try to eat a leg and the grease rolls down your arm. Take a bite into a thigh and hot shortening squirts at the guy across the table; maybe across the room. One meal requires a dozens of napkins.

How do you market greasy chicken?

Colonel Sanders turned the negative to a positive. Rather than boasting of greasy chicken he claimed his product was "finger lickin' good."

A mistake marketers often make is what I call "overselling by silence." That is, marketers often don't alert prospective buyers to the product's flaws. (It's akin to overselling by overstating.) By ignoring negatives marketers often miss opportunities to turn negatives into positives.

Read more ►