It’s was the 1960s.
Americans didn’t “do” diesel cars. (They still don’t, but it was MUCH worse back then.)
Then some idiot back at Mercedes’ German HQ sent shiploads of expensive diesel sedans to the U.S. where they were sitting unsold.
David Ogilvy presented the problem to an American copywriter you’ve probably never heard of.
Without lowering the price…without a 32 page sales letter…and clearly disclosing that the cars ran on despised diesel fuel, he came up with a brain dead simple idea to sell out the entire unsellable inventory at FULL PRICE.
And it worked.
The story is on pages 105 to 107 of “The System Club Letters” book.
– Ken McCarthy
P.S. For over 25 years I’ve been sharing the simple but powerful things that matter in business – and life – with my clients.
If you’d like direction for your business that will work today, tomorrow, and twenty years from now, make sure you have your own copy of The System Club Letters book.
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