What can the fictional Seinfeld character, the Soup Nazi, teach you about making more money?
After catching the episode recently, I saw that it was no accident there was a line out there door. So I took down a few notes and came up with the following core business principles.
# 1 – Be the Best at One Thing
The Soup Nazi made the best soup in New York. If you wanted a sandwich, you selected between dozens of deli’s offering similar products. If you wanted soup, there was only one place to go. What’s a product or service that you can deliver, that can be the best?
# 2 – Word of Mouth is the Best Form of Marketing
Everyone who tasted soup made from the Soup Nazi raved about it. The soup was a new experience. One that they were not only glad, but happy to tell their friends about. Make your product or service an experience worth sharing. An experience that they are not only proud to share, but don’t minding bragging a little to their friends about.
# 3 – Make Paying You As Easy as Possible
The Soup Nazi had a strict ordering procedure. There was no confusion about how to order and, more importantly, pay. I have seen many sales lost, especially online, from customers who are willing but confused about the paying procedure. Never confuse the customer when they are about to hand you over money.
# 4 – Not everyone is Your Customer
During business hours the Soup Nazi was only interested in his target market, i.e. the people who wanted soup and wanted it fast. If you were going to kiss in line or bang the table, you were asked to leave.
# 5 – Deliver a Clear Message about Who You Are
There’s a furniture store (I think) down the street that has a large sign that says “Open to Public.” If your first impression needs to reinforce that you’re open to public, something is wrong. Instead, the Soup Nazi’s went with the simple sign that says, “Hot Soup.” No confusion there.
P.S. – If you have no clue who I’m talking about, watch this YouTube clip of The Best of the Soup Nazi.
Photo by: Atomicjeep