Being empathetic towards others is important. But creating empathy in others towards yourself is equally crucial. Especially for businesses. Here’s a story of how Schlitz Beer created empathy in customers and became a top brand.
The Challenge
In the early 1900s, Schlitz Beer was facing fierce competition in the brewing industry. The brand was not even among the top contenders. It needed a strategy to stand out in the crowded market.
Enter Claude Hopkins
Schlitz Beer sought the help of legendary copywriter Claude Hopkins to expand their market presence. Hopkins took an innovative approach that would change the course of the brand’s history.
The Inside Story Approach
Hopkins made a tour of the Schlitz brewery to understand their process. Instead of focusing on generic claims about quality or taste, he decided to tell the “inside story” of how Schlitz beer was made.
The Ad Campaign
Hopkins crafted an ad copy that detailed the meticulous process of brewing Schlitz beer. He highlighted:
- The purity of the water used, cleaned by pulverized rock
- The air-tight rooms where the beer was cooled
- The special yeast cell development process
- The bottles being sterilized four times before filling
The Empathy Factor
By sharing these details, Hopkins created empathy with customers. The ad didn’t just sell a product; it connected consumers to the brand by showing the care and effort put into making each bottle of Schlitz beer.
The Surprising Truth
Interestingly, the processes Hopkins described were common to all breweries of the time. However, Schlitz was the first to tell this story to the public, making it seem unique and special.
The Results
The impact of Hopkins’ campaign was dramatic:
- Demand for Schlitz Beer skyrocketed
- The brand jumped from a B-list brewer to number one in sales
The Lesson
The success of Schlitz Beer demonstrates the power of storytelling and transparency in marketing. By sharing the “inside story,” brands can create a deeper connection with customers, even if their processes are similar to competitors.
Conclusion
Schlitz Beer’s journey from an average brand to a top seller showcases how creating empathy through storytelling can dramatically impact a brand’s success.
It’s a timeless lesson in marketing that remains relevant today: sometimes, it’s not about having a unique product, but about being the first to tell your story effectively.
