Marketing + visibility lessons we can learn from Waitrose's 'Majestic' basil

‘Majestic.

King of the Herbs

Once regarded sacred to the gods

Fragrant basil still reigns supreme’

This is how Waitrose is describing its basil.

The basil is not holding back. It is showing its potential shoppers exactly who it is… Those who love the basil will probably agree that it is majestic and purchase it. (side note - I do love their basil but I wish they wouldn’t package it in plastic)

There will also be people who can’t believe that any form of basil could possibly be majestic. They wouldn’t give it a second look and would much rather be friends with coriander or parsley. Side note again - I love coriander but parsley makes me shudder.

My first point is that there will always be people who get you and your offering and there will be others who absolutely will not. You could spend all your time, money, efforts, energy trying to convince them but often it is a waste. They have made their mind up and their position is clear.

Plus as the business owner, if you go into ‘needy energy’ you are not in your power. You are likely to be diluting your message by trying to appease everyone. Your ideal clients don’t get the best from you. Therefore you won’t be creating the best results and outcomes.

The second thing I want to say is that you have to go first and operate with integrity and alignment with your product or service. You have to stand by it. You have to understand the transformation you provide. If there is any part that doesn’t feel good, now is the time to make adjustments.

I’m not saying you have to put yourself out there and bathe in how majestic you are but you do have to stand up for it and stand with it.

Today I want you to spend some time thinking about the transformation you provide. Not just in the moment but long term.

I have been conducting strategy sessions for nearly 15 years; not only is that a lot of data in the moment, but I also have data from the ‘ripple effect’. I receive regular messages from people that I have helped and they share how the ‘seeds they planted in that strategy session then have blossomed’

When we sell our services, it is never just about making the sales. It is about how that exchange of money and commitment will deliver ‘results’.

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