Business Monday: Victory in Business – Bob Salvas

Photo, top: Winston Churchill gives his famous “V for Victory” sign outside 10 Downing Street, June 5, 1943. Imperial War Museums, HU 55521/Public Domain.

-by Bob Salvas

The state of Rhode Island is the only state in the union that still observes VICTORY DAY as a legal holiday to mark the end of World War II.  The holiday was based on Japan’s surrender on August 15, 1945.  Because the Germans had already surrendered, many people regarded the August date as Victory over Japan Day (or V-J Day) but it was never officially called that in Rhode Island.  RI made it a legal holiday in 1948 and called it VICTORY DAY.

The word VICTORY was likely used for the holiday since that word had become a rallying cry for both Europe and the USA during the war.  It was started by a Belgian politician in 1941, but it really caught on once Winston Churchill (the tenacious Prime Minister of England at the time) started using it.

As the story goes, when Winston Churchill started using the symbol of making a V FOR VICTORY sign with his fingers, he initially had his palm facing in.  The gesture had a different connotation in England at that time.  Essentially it was considered a shorthand way of saying ‘up yours!”

Churchill is seen multiple times during the war flashing the V sign both ways- palm out meaning V FOR VICTORY and palm in meaning UP YOURS to the Germans.  The double meaning became part of the inside joke and a strong symbol of resistance and kept the morale of the supporters high in the darkest days of occupied Europe during World War II.

What does the V FOR VICTORY story have to do with my business?

Simply put, the more you can give your supporters in terms of ‘insider information’ or an ‘inside joke’, the more they feel part of your ‘inner circle’ and will become your fierce advocates.  People love to know things that other people don’t know and then share that information (it makes them appear to be ‘in the know’ or look smart).  These people can generate a LOT of positive word of mouth and referrals for your business.

What are some fun examples of using ‘insider information’ for some businesses that I might know?

Juniper Bar – Did you know there is a speakeasy bar in Providence where you need to know the password to get in? (hint-you can usually find the current password on the bar’s INSTAGRAM account page).

Disney World– Did you know that, a few years back, if you asked, “Have you seen a mouse?” at Kat Saka’s Kettle in Galaxy’s Edge, you got some very special kettle corn that was not otherwise available?  (update- Disney has switched from secret phrases to rewarding acts of kindness which is also a cool secret).

In-N-Out Burger – Did you know that you can order a burger ANIMAL STYLE (it is not on the menu) at this popular fast-food restaurant? (info-the beef patty is cooked with mustard. It also gets extra special spread, pickles, and grilled onions- very popular among their loyal fans).

These types of things are sometimes followed (especially on social media) by the acronym IYKYK (If You Know, You Know) …which just adds to the feeling that you are part of an ‘inner circle’.

What can I do to give my prospects and customers something they can benefit from, be fascinated by, or make them feel they are part of my team?

1. DON’T TELL EVERYONE– It is not much of a secret (even if you WANT the secret to get out) if you tell everyone. Start by only telling that special insider information to a narrow group of people- oftentimes that should include your very best customers.  Don’t worry, they will tell the others!

“In marketing I’ve seen only one strategy that can’t miss: to market to your best customers first.” — John Romero

2. PULL BACK THE CURTAIN– Believe it or not, a lot of people want to know ‘how the sausage is made’ so let them see that- it can frame you as a true expert (with nothing to hide) and can give them the stuff that helps them feel like they know a lot of special tips and tricks and insider information that others don’t have.

“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov

3. HAVE FUN– If you are boring, you will look like every other business (which means you are invisible!). Instead, be authentic and have a good time.  Being creative and quirky and fun may garner you some critics, but so what?  Not everyone is going to be your customer anyway so be yourself and let those who resonate with you become your fans and advocates.

“If you aren’t having fun creating content, you’re doing it wrong.” — Ann Handley

That last point is critical.  In today’s world, authenticity is often valued above all else.  So, do a good job, be creative, have fun- but most of all be authentic and honest in your dealings with people.  Then give them that little extra and some insider information like Churchill did—and trusting them with that insider knowledge will often make them want to go to war with you!

“The most powerful marketing tool is honesty.” — John Mackey

HAPPY VICTORY DAY!

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Bob Salvas is a Professional Development Manager for the RI Builders Assn, a marketing consultant, the founder of Momentum Networking, and the co-founder of THE MARKETING CAMP, a yearly conference to help small businesses achieve success.  For more information about THE MARKETING CAMP, go to themarketingcamp.com.  Bob can be reached at 401-359-1602 or at [email protected].