I passed a tow-truck the other day owned by Lin-Mar Motors in Morton Grove, Illinois. They are one of a million body shop/repair shops in the area. There’s nothing to distinguish them from the all those others, other than the tagline displayed on the side of the truck.
We Meet By Accident.
Nothing about how long they’ve been in business, or how prompt they are or what a great value they offer. Just a simple, friendly, jokey line. So now, not only have I become aware that this company exists, but I like them a little, which is quite a trick when you’re dealing with body shops, where I think the more likely emotion would be wariness or even distrust.
This is a company that gets what the deal is. Their business relies on relationships. Relationships are between humans, not car owners and car mechanics. Relate to me as a fellow human rather than a consumer and I will be inclined to bring you my business. More importantly, I will say nice things about you to friends and neighbors. Such a simple insight, yet astoundingly elusive for most businesses, for some reason.