Why Magic Johnson rewrote Starbucks’ Playbook

More marketing magic from Earvin Johnson

In yesterday’s email, I told you how Magic Johnson created a business empire by opening movie theaters and Starbucks in inner-city neighborhoods.

Today: A story about Johnson and those Starbucks.

Like most chain restaurants, Starbucks had a set menu. Muffins, croissants, bagels, yogurt parfaits, and scones — lots and lots of scones.

Johnson knew Starbucks had a tried-and-true formula for coffee-shop success.

He knew Starbucks would be a hit in these neighborhoods.

But he also knew there was one problem with that formula in urban America.

Here’s how he explained it soon after he launched his coffee business:

“The headlines in the L.A. TImes said no way minorities would pay three dollars for a cup of coffee. We’ll pay three dollars for a cup of coffee. But we don’t know what scones are. So I had to take the scones out of my Starbucks. Put sweet potato pie in. Pound cake. Sock-it-to-me cake. Peach cobbler. Pecan pie. Things that resonate with the urban consumer.”

Seems so simple, huh!?

Focus on what resonates with the buyer.

Yet how many business people would have had the guts and the wisdom to say, “Yeah, Starbucks tried-and-true formula is mostly right, but I’m going to adjust it?”

We’re surrounded by “proven” marketing methods and formulas. We can ask AI to spit ’em out for us in a nano-second.

But real business success doesn’t come from copying someone else’s formula. It comes from analyzing, adopting,and adjusting the proven formula.

Those adjustments work when you focus on what resonates with YOUR customers and align your products and services with their desires.

Yesterday, I mentioned a video I recorded where I break down Gary Halbert’s “Coat of Arms” sales letter.

It’s one of the most successful sales letters EVER, and it’s loaded with lessons that you can apply today to grow your business.

One of those lessons: How to tap into a core human desire so you can sell more without being a pitchy pest.

So if you agree that paint-by-numbers marketing (take someone else’s formula, and apply it unchanged on your street corner) doesn’t work…

…and if you’re hungry for lots of leads, prospects who book appointments, and more clients, you need to see this video.

I’ll send you a copy if you reply to this email with “Magic.”