The power of words: How a simple change can transform a business

How can you prove that words can change the world?
Trying to change the world of one person.

That’s what Will Ferrari Jr and Alexandre Freire tried to prove with “Candy Project.” But also this project shows that it is not necessary large investments (in time and money) to achieve great results. Good humor and creativity are enough.

Here in Brazil is very common to find seller of candy at traffic lights. While the cars are stopped, they leave a bag of candy on the rearview mirror or on the car door. The work has to be well timed because in the short period in which the signal is red the seller has to present their product to as many people, receive payment (approximately R$ 1.00) and collect all the candies that were not purchased. Ah yes, this is one of the many informal business models that exist in Brazil, in other words, there is no inspection or regulation. But many people can earn a living that way.

This is the case of Tiago Silva, humorous candy seller who has worked for 9 years in the city of São Paulo. He was chosen by Ferrari and Freire to join the project. “We wanted to test the power of words to change a person’s life,” said Will Ferrari. For this, they created some fun phrases, and put in place of the traditional messages that goes with the packet of candies that Tiago sold the street light.

The result? Tiago usually sells 250 units in five hours of work, each unit is sold for U$ 0.50. Do the math … On the day of the experiment he has sold all units in less than 3 hours, practically doubling sales.

The advertisers documented the entire experience and published on YouTube. They said they will continue feeding James with the phrases [there are 13 now] and will begin testing new phrases.

This is Tiago Silva

Candies R$ 100.00: If you laughed, I make you a discount of R$ 99.00

I sell these cadies because I can not sell my mother in law

I breed sumo wrestlers: Or I bring food … or they force me to smell their stinky underwear. I’m desperate

I spent a fortune printing it in color: and you will not buy a piece of candy?

I sell candies for a happier world: You’ll be happier, I’ll be happier, your dentist will be much happier

Magic candies: you buy it and my life gets sweeter

I don’t sell candies: I sell a sweeter living

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