I fell off the wagon last Friday.
I bought (and drank) a 20-ounce bottle of Mountain Dew.
Part of my New Year’s Resolution was to undo my addiction to Dew.
(Not that there’s anything wrong with Dew… other than the fact it’s akin to guzzling 2.5 Snickers bars.)
There was shame regarding my resolution dissolution, sure, but what really bothered me was the price tag.
It cost $1.88.
That price may seem reasonable, unless you saw the end cap display featuring 2-liter bottles of Mountain Dew for 99 cents.
How can 67.628 ounces of high-fructose corn syrup cost .99 when 20 ounces costs nearly twice as much?
That’s irrational, right?
More of something should cost more than less of something, right?
Not really – products that give you too little or too much are discounted.
For the sake of contrast, consider buying 20 ounces of Mountain Dew.
You can open it immediately and drink it in public.
Try that with a 2-liter bottle of Mountain Dew.
Even by the forgiving American standards of gluttony.
More of something isn’t necessarily better.
The right amount of something is valuable.
At Red Angle, our language training products are narrow, specific and limited.
We deliver more value by doing less.
Our 6-week Safety Spanish program (daily videos, book, workbooks, 2-disc CD, & flash card set) requires 8 minutes per day. That’s it.
We get it.
We’re not going to waste your time teaching things you don’t need to know.
Red Angle is the 20-ounce bottle (Here the analogy breaks down a bit… think of Red Angle as the bottle, not the actual cavity-inducing soda.)
But naturally, some people think more is always better.
A prospect recently noted, “Rosetta Stone is having a sale right now… I can buy all 5 levels of Spanish for $299… down from $499. Your 6WK Safety Spanish program costs $299.”
“Rosetta Stone recommends 40 hours of training per level. And with 5 levels… that’s 200 hours of Spanish.”
“Red Angle is 8 minutes per day… 5 days per week… for 6 weeks.”
“That’s only 240 minutes… or 4 hours.”
“Yes, Red Angle has customized tools within the program like the audio CD’s, the Safety Spanish book, the workbooks, and flash cards, but come on…. 200 hours versus 4?”
I take a stab at it….
“Why do you want to learn Spanish?” I ask.
“So I can talk about safety on my job – to reduce losses among Hispanic workers.”
OK – to achieve that, will you really sit in front of your computer for an additional 200 hours this year? That’s an additional 5 full weeks of computer atrophy….
Let’s say you did, although we both know you won’t… do you think you’ll learn how to say “hardhat” in your 200 hours of Rosetta Stone?
“I don’t know.”
No, you won’t. It’s a mass consumer product. Their primary customer is everyone and anyone with a wallet. You – a Safety professional – are not anywhere close to their targeted consumer.
Do you think you’ll learn how to say “scaffolding” ?
Three points of contact?
Will you actually learn how to speak Safety Spanish?
Or will you learn about farm animals and fruit?
No, no, no, no, no no… and YES.
With Red Angle’s Safety Spanish program, you get less, but you get what you need to solve your problems quickly.
Yes, Red Angle is less content.
But it’s the right content – the content you care about.
At Red Angle everything is relevant, specific, memorable, and entertaining.
Next time you do the Dew, buy the 2-liter and see what kind of reactions you get….
More isn’t always better.
Better is better.
Bradley Hartmann is founder and El Presidente at Red Angle (www.redanglespanish.com), a training and consulting firm bridging the English-Spanish (and a bit of Polish…) language gap in the construction industry.
To check out our Safety Spanish program for yourself, click here: https://gumroad.com/l/OeTH
Categories: Construction Spanish