Starting in 1969 McDonald’s restaurants began displaying the number of hamburgers sold on its “golden arches” signs. They would change the number every time another 5 billion mark was passed.
“20 billion sold…25 billion sold…30 billion sold.”
It’s probably no accident that this bold “proof” advertising happened simultaneously with McDonald’s most phenomenal period of growth. The 1970s. Who can argue with a number like “45 billion sold”, right?
And for the on-the-go Americans of the 1970s, when fast service and convenience was of McDonald’s a “no brainer” decision. It practically made their on-the-road dining choice for them. Why not go where billions and billions have gone before? How can you possibly go wrong?
And now they’ve sold so many burgers that the signs just say “Billions and Billions Sold.”
That’s the importance of proof in marketing.
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If I can leverage the “power of proof” in being apart of it, you can too!
-Michael J. Fite