It ain't a bird.  A plane.  Or even Superman.  Heck, amazingly, it’s the opening of the wholesale warehouse club, Costco!

These two syllables, COST-CO are now a retail chant.  A shopping mantra.  They have seemingly activated the “buying” DNA stored in Chicago’s North Shore residents!

How come?

Because the folks at Costco are smart.  Real smart.  They know prospects and customers are influenced by specificity, not generality.  There's a big difference between broad and boastful generalizations about:

• low prices
• quality merchandise
• value
• great service and
• convenience

Verus

Telling your company’s story in exacting detail.  With facts, figures, statistics, surveys and data.

Here's some of the “gospel” from the Costco direct mail piece that arrived on our doorstep, weeks before their grand-opening:

“Costco sells more than 48,000 rotisserie chickens a day.”

“Last year, Costco sold more than 50,000 carats of diamonds.”

“Costco's 1 Hour Photo Labs process more than 22 million rolls of film each year.”

“Costco's famous hot dog and soda combo meal is the same low price it was 17 years ago - $1.50!  Last year, we sold more than 38 million hot dogs!”

“Join the more than 39 million Costco members who save on high quality and brand-name products!”

The preceding is simple, yet powerful stuff.  Each statement is what my law school professors used to call “substantive proof” or “demonstrative evidence.”  Together, they pile-up credibility. They stack success.  They form this mountain of results.

Costco lets you know, when you enter, browse and buy, you ain't alone.  Whether you need jewels or junk food…you shop, (like millions before you), with confidence and peace-of-mind.

Lessons and profit-points for you and your business:

• positive facts create positive expectations
• supportive statistics from the past, secure sales for the future
• previous customer commitments create credibility
• detail and data drive desire and decisions
• specificity produces profitability

Questions to consider:

How many customers or clients are you serving?

How much of what, did you do for whom, and by when?

What’s the impact…to your decision-makers?

For example:

What results were produced?

Dollars saved?

Dollars made?

Percentage points altered?

Changes achieved?

That’s why weight reduction centers, especially now, stress statements like, “I lost 23 pounds in 5 weeks!”  They know weight-loss means revenue-gain!

You too, should know your meaningful metrics.  Then, tell the world!