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This business coaching session is about branding your business and finding ways to stand out and be different from the competition.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Ask Yourself: What am I good at that I can turn into a remarkable idea?
  • Lesson Nugget: When you have a goal, share it with several people so you will be held accountable (by your pride at least) if you do not go for it.

lynda.com for branding


CLAY CLARK: Now at Chick-Fil-A, they've given you some great tools to grow your business. I mean, you have the cow that is-- your purple cow is actually a cow for chicken, you're closed on Sundays. You have unbelievably high corporate standards that are set up. They're the super high customer service standard.

But you've created your own purple cow. You've differentiated yourself locally. And, if people are watching this, if you're not from Tulsa, when you come to Tulsa, a lot of people really like Chick-Fil-A. But specifically, they know about your Chick-Fil-A. Most people know about this Chick-Fil-A.


CLAY CLARK: What kind of things have you done to make yourself more memorable, even beyond what Chick-FIl-A has done for you as a purple cow?

ARTHUR GREENO: Well, it kind of all started small like everything does and we had a new milkshake role out. Somebody said, why don't you make the world's largest milkshake? And we went, that'd be fun. OK. We've got to do that. We should make a giant milkshake. So we made a six foot tall milkshake.


ARTHUR GREENO: And then after I got that, we just started making things bigger and bigger.

CLAY CLARK: Did you send out a press release and tell the media about it?

ARTHUR GREENO: Well I didn't on the first one because I was encouraged from parties that I'm probably not allowed to discuss here that would probably not be wise.

CLAY CLARK: Really? They said don't do it.

ARTHUR GREENO: They said don't do it. And so the reality of when you're dealing with a corporate office, they have to make sure that there's not guys out there going rogue and doing something they shouldn't. They were worried about--

CLAY CLARK: Like building a milkshake.

ARTHUR GREENO: Yeah. Well the quote that I got was they were afraid of food safety. I've taken all those things into consideration, I dealt with the health department on m but yet some people may not do that. And so after I pulled that off, then when I came to them and said, well, I want to make the world's largest lemonade, they said all right, we're on board. How can we support you?

CLAY CLARK: Now so you built the world's largest lemonade.


CLAY CLARK: How big was that?

ARTHUR GREENO: That lemonade was in a nine foot cup and it was 840 gallons. It took 11,000 lemons.

CLAY CLARK: I want to make sure I'm getting all these factoids right, here. How tall was it?

ARTHUR GREENO: Nine feet tall.

CLAY CLARK: Nine fee tall this thing was. And how many lemons went into it?


CLAY CLARK: 11,000 lemons. OK, and what else?

ARTHUR GREENO: Hand squeezed.

CLAY CLARK: Hand squeezed. And what else?

ARTHUR GREENO: I think it had roughly 700 pounds of sugar.

CLAY CLARK: So this is this mass. For some reason, I'm drawing a cylinder cup here. But this is a massive cup, nine feet tall. And where do you go out and get a nine foot tall cup, Arthur?

ARTHUR GREENO: Well, you don't. I went to Sam's because they have everything big there, right?

CLAY CLARK: We'd like a nine foot tall cup, please.

ARTHUR GREENO: That's right. I did. I said, give me your biggest drink you got, and there's was only 32 ounces. So a lot of people think that creative people just-- these ideas just pop into their head. But that's really not the case. And so for me, I had to really dwell upon it and think about how to make this happen.

And I talked to--

CLAY CLARK: When did you decide, first off, that you wanted to build the lemonade? I hate to interrupt you, but I want to know. When you decide to? What happened?

ARTHUR GREENO: Well what happened was we just thought it's be cool. My kids and I were talking about Guinness World Records. And so I remember us talking about it and they were there looking at the guy with like, 7,000 nails in him, you know, all those things I'm going, that ain't going to happen. I'm not going to have tattoos all over my--

CLAY CLARK: Get the nail gun out, kids.

ARTHUR GREENO: That's right. Let's see how far you can make it. And so I said, I do food. And so I said, let's do something fun. What about a big lemonade? And so that's when we started the process and then it was, now that we've figured this out, now we're going to do this.

And one of the things I'm a true believer of, if you're going to set a goal, you've got to share it. Share with as many people as you can, because then you can't back out of it. And a lot of times, I'd joke with my friends, I'll set a crazy goal and say, if I don't do it, I want to come up and punch me in the face. Don't punch me in the face yet. I'm waiting for that now.


ARTHUR GREENO: That's right. So I'll throw my goals out there and tell people what I want and it helps me stay accountable.

CLAY CLARK: And then you had to go out and get the lemons. How do you get the lemons? I mean, there's 11,000 lemons.

ARTHUR GREENO: Yeah, everybody wants to be a part of something big. A lot of people don't have the ideas for it or the manpower or anything, and so I talked to our local Sunkist producer-- or not local, but national-- and said, hey, would you guys like to be involved? So they were able to help provide me with the lemons.

CLAY CLARK: They gave you the lemons?

ARTHUR GREENO: They did. I purchased some, but they gave me a good majority of them.

CLAY CLARK: Did you ask, hey, I'd like 11,000? How did you know how many lemons you needed?

ARTHUR GREENO: I didn't. I just said I need 100 cases.

CLAY CLARK: OK. So you ordered the lemons.


CLAY CLARK: And then what happened next? Did you need sugar?

ARTHUR GREENO: We did need sugar. I wasn't able to get that donated. But we bought the sugar and then the water came from the faucet. It was real tricky.

CLAY CLARK: How many people showed up to get to stand in awe of this majestic, beautiful lemonade?

ARTHUR GREENO: Well we had about 500 people come to that event.


ARTHUR GREENO: It was a crazy event.

CLAY CLARK: Did you make any money today?

ARTHUR GREENO: You mean at the store?

CLAY CLARK: Yeah. Did you make any money at the store? You had all these lemons--

ARTHUR GREENO: Actually right around that time, because I'd been getting so much press off it, all the news was out there and covering it, we were able to raise 10,000 by selling that lemonade. Just on the lemonade. We raised $10,000, gave it to a charity.

But for that couple weeks right around there, we were up in sales-- like 20% up in sales every single day because people had heard about it, and they wanted to come see it and they wanted to to touch me. touched

CLAY CLARK: Touch the lemonade


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Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Press Release Step 1: Type in the name of a local newspaper. (i.e. Tulsa World, Houston Chronicle)
  • Press Release Step 2: Add in your own subcategory. (i.e. charity, events, concerts)
  • Press Release Step 3: Get in contact with the reporter that has written about the category you chose and tell them about your story.
  • Lesson Nugget: Marketing is about creating buzz about your product or services. What will get people remarking about you?


-Now, real quick, did you send out a bunch of press releases? Did you send out a ton of these? How many did you send out? Did you send out press releases?


-OK. Had you done it before?


-What'd you send?

-Well, Chick-fil-A actually has a PR company that helped me design it. But one thing I've learned is that having local connections is better than have national connections, sometimes. Because I've been priming the pump. So one of the things I like to do is, for example, again, Oklahoma we have all these storms. So when the storms roll in, the weather guys are up all night long.

So what we do is me and some of my friends-- we kind of joke about it-- we're like storm chasers. We go out there and tornadoes-- we're dodging the tornadoes and the hail. And we'll go and take food to all the news stations. So when Arthur Greeno calls and says, hey, I'm doing this giant world record lemonade--

CLAY CLARK: The power of chicken.

ARTHUR GREENO: That's absolutely right. Now real quick, I want to make sure everybody's getting this though. Because if you're in a local city right now and you don't know how to do a press lease, we've got some great episodes about that, but I want to give one thing you can do. If you'll just go up to Google and you'll search for the name of the local paper, and then you'll type in some sort of category that relates to this. So if you typed in-- like if you're in Tulsa-- if you typed in the Tulsa World, and then you were giving money away to the little light house.

-Right. But if I type in Tulsa World plus charity, you can usually find a story that's written about charity by the Tulsa World. And you can usually find the reporter who covers that kind of thing on the actual website and they almost always give the email of the reporter. And if not, you can just call to the station and ask for them.

But I have a ton of success by calling up that specific reporter and going, hey, is this Sarah? Hey, I saw your story you did about this charity and we're doing a huge lemonade stand. I just wanted to share with you about it because we're trying to raise money for this cause and I know you've reported on other charities in the past and I just thought it'd be great story for Tulsa.


-And I'd get a lot of success with that. But if you build it, they will come. If it's a big purple cow, I mean, people will show up, right?

-That's exactly right.

CLAY CLARK: It's funny because people know you. And they say isn't that the guy who did the big old ice tea thing? Isn't that the guy who did the-- so you then later did the biggest ice tea, didn't you?

-I did. Our Guinness world record that we actually got official for the lemonade got beaten by some province in China.


-I know. They made some weird blueberry drink. So I thought, I can't have them take me down.

-Now, I know the communism in China it's kind of a little bit-- it's less restricted than it used to be. So there could be potentially Thrivers in China right now. Do you want to threaten anyone who would challenge your record for another record or are you OK?

-No, because I look at it like all they did was challenge me to set another one and we had a lot more fun.

CLAY CLARK: OK. OK. Awesome. Now let me ask you this here. When you decide to organize these events and you decide to go for it, that's great, you've done it. I'm excited for you. We're buddies, that's great. But what if I own an air conditioning business right now and I am located in the middle of Des Moines, Iowa-- "Dez Moonays." And I'm saying I want to be on the news and have a lot of people show up and push my sales up by 20%. Where can I come up with an idea? And then how can I do something like this, if I'm in the air conditioning business, let's say.

-Well, you can email me and for $10,000, I'll give you an idea.

-Oh, really?


That's impressive.

-So here's what I try to do. When we're trying to create something big or whatever, the first thing we say is what's going to be remarkable? What is people going to remark about? What can I do that people will remark about? And then I also say what is fun? What would be a lot of fun?

-What is fun?

-So if I'm the air conditioning company, I think something that would be a lot of fun would be get some abandoned building, hook your air conditioner up to it, run it as cold as you can, and bring a snowmaker in there and have a snowball fight.

CLAY CLARK: So like a snowball fight in the middle of summer.


-Sponsored to you by the guys at such and such.

ARTHUR GREENO: The guys that repair-- and say, you know what, this is all done with repaired air conditioning or something. I mean, just, what would be fun that would make people talk and be impressive?

CLAY CLARK: I like this game.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Lesson Nugget: If you are going to have an event as part of your purple cow, make sure the event is fun for your staff too!
  • Lesson Nugget: When marketing, start "at home". Ask the question "What can I do inside my store, and on the outside of my store, that will attract more customers?"


-Ok, that was an easy one and you aced it, OK? I know you're kind of a PR wizard so I'm going to try to stress your brain a little bit. Here we go. I'm thinking of a haircut business. It's a haircut business. It is located in South Dakota in a small town but the population's like, about 10,000 people in this town. How do I stand out and break out of the clutter with my hair cut business in the small town in South Dakota? Go.

-OK. And what kind of haircutting businesses is it?


-I'm all guys?

-All dudes. Here we go. The Great Greenerooni. Can he do it?

-I don't know. Umm. How about, umm--

-I was just thinking if you shaved everyone's heads?

-I seriously was just thinking that.

-Like, if you come in and shave your head, we'll donate the money to cancer research.

ARTHUR GREENO: There you go.

-Something powerful like that.

ARTHUR GREENO: And we'll paint it pink.

-And if you get a bowl cut, we'll donate a soup bowl to the soup kitchen.

ARTHUR GREENO: You've got to let us bowl for free.

-I mean, that's something we can do, right?

ARTHUR GREENO: Absolutely.

CLAY CLARK: I actually do some partnering with a guy who owns a haircut business. We do a cut-a-thon. And the cut-a-thon is basically we do free haircuts for a period of time. And if you pay anything, it all goes to cancer research. So there's things you can do. We've had a lot of coverage. A lot of people have been blessed. A lot of money's been raised. It's been a neat thing.

-I think when you do these things, make sure that you are having fun because my team members love it when I do these things. They're like, I want to be a part of this. I want to take off work. I mean, that's the bad part of doing it on Saturday. Everyone was like I don't want to work. I want to come play.

-Arthur, final question here for you and then I'll stop harassing you. It's super important we know for a business to be remarkable otherwise it's invisible.


-Is there any final tip you want to give to the people out there who are struggling? They have a business. It's invisible. No one knows what they do. No one knows where they're located. No one's buying from them. Any other final tip?

-Yep. When you're doing marketing and you're trying to be noticed, start at home. What can you do inside? What does the inside of your restaurant look like? What is the outside of your restaurant-- actually, we put flags outside of our restaurant and, literally, today, I got a phone call from the city saying you have to pull those flags down because they have Chick-Fil-A icons on them.

But then we called them back and said, now, I know that we can't have icon flags up there. What kind of flags can we have? And he said, well, you could have American flags or state flags. And I said, what about blank flags? And he said sure. So we order a bunch of blue blank flags to put up just because the flags wave and it attracts attention.

-The city called you today.

-Actually, they stopped by and they threatened us.

-Really? If you work for the city, of most cities, just know that I don't like you. But anyway. That's good stuff. And I think it's awesome though that you have created a purple cow that attracts attention of the city and the customers. But really, I mean, your beloved in your city. The customers love you and your company continues to grow. And you definitely are remarkable. So I appreciate you for being here my friend and you just inspired me with some new ideas tonight. So I'm going to probably have to pull an all-nighter to get some flags.

-All right. Let's do it.

-All right. Thank a lot.

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