The Strange Case of Water in Beer Cans

Selling is not convincing.

Not pressuring.

Not manipulating.

Not reciting the right phrase like a parrot.

And that’s why many don’t sell.

Want me to prove it?

This is the story of a guy named Mike Cessario.

He worked at an advertising agency.

He often went to music festivals.

Those with many artists, lots of alcohol, and too many energy drinks.

Until he noticed something strange: people were hiding from others to

¡drink water!.

Why?

Because they didn’t want to seem boring, or a party pooper in front of others.

That's how Liquid Death was born.

A company that sells water.

But in cans that look like beer.

With skulls.

With a rebellious attitude.

And did it work?

A lot.

Today Liquid Death has sold over 1 billion dollars worth of water. You tell me.

Over half a million followers on Instagram and almost a million on TikTok.

Selling water.

(If you don’t believe me, look them up: @liquiddeath on Instagram.)

Why did it succeed?

Let's see.

• It wasn't because it was better water.
• It wasn't because it was cheaper.
• It wasn't because they smiled at the customer.

It was for a simple reason:

Making customers feel what they wanted:

I take care of myself, but I also belong. Nobody will see me as the nerd drinking water from a plastic bottle at a Festival.

Our lesson is this:

Customers don't buy your product.

They buy what your product will make them feel.

(read that again)

That's why the most successful brands decide what they want their customer to feel

before,

during

and after buying from them.

And they make it happen with tangible actions in their customer service.

This is exactly what I talked about last week on the radio with Martha Debayle.

About 4 brands that had a good product and still failed because they didn’t know how to differentiate themselves.

You can listen to it here, so the same thing doesn't happen to you.

Podcast

I hope it helps you.

Sincerely,

Carlos.

P.S. Remember, serving is the way.

P.P.S. If you want to know how this could transform your business (and your life), let’s talk.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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