The video we use to illustrate this Rule is pure local production from a dealer in Albany, Georgia. The dealer took the advice of The Guru and his ads became very consistent. As you watch the video, go ahead and shout out as you see each of the Four Fiddlers represented.

I'm going to make this easy for you. The consistent spokesperson is on camera at the start. He appears as a giant to add a unique twist to his identity. Then he talks price and selection. He stays focused on trucks/SUV's as his niche. He finishes the commercial with the hook line as the "truck/SUV giant. Your dealership for life." Now with this formula established all he has to do is change the middle to reflect the vehicles and prices he wants to promote. Everything else is preordained for consistency. The Four Fiddlers rule! This ad campaign helped him double sales. Watch the ad and see if you can follow the Four Fiddlers as they prance across the screen.

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Originally the research staff at Guru U designed this Rule for auto dealers. We have since found it works very well with most other retail categories. So, do not hesitate to apply these thoughts to your furniture stores, gift shops, flower shops, and jewelry stores. There is an important point to be made before we go to the quiz. As more and more owners are doing their own commercials, we advise you add a twist to their camera appearances. In the video you saw the twist was the image of giants atop buildings. I saw a lawyer do his ad with a cowboy outfit. There is a car dealer who always appears on camera mounted on a horse. I saw a store owner dressed as Elvis. These are good examples of a twist which helps get attention for your client. OK now it's time for spring break....after you take the quiz.