If it makes you feel good, you are one of the very few people who have asked me, "Why are you Second Best"? This is not true, but if it makes you feel good, I'll say it. Truth is, you are one of many thousands who have asked this question in the past few years.

Why do I say "Second Best"? When I first started selling Mickle's Pickles, I would ask people if they wanted to try the "Best Pickle" they ever tasted. Response and sales were okay but every once in a while a person would say, "My momma makes the best", or "I make the best", or "My aunt, uncle, friend, etc. makes the best.

One evening at a show in Jackson, MS, a very good friend of mine was helping me sell my pickles. He and I are known to have too much fun clowning around. Just for fun, he started to ask people, "Do you want to try the "Second Best" pickle?" We had a great time watching the reaction to people as they couldn't figure out what we meant by not touting our product as the "best". One thing led to another and eventually I had a banner for my booth made that said, "Second Best Pickle on the Planet!" It has worked so well that the slogan is now trademarked. Marketing people have told me that the slogan itself is worth millions.

One very hot afternoon of slow sales in a parking lot of Pensacola, FL, there was a large group of people approaching the booth. In front of this group was an older lady who apparently was the matriarch of the family. A tough looking old gal who had fire in her eyes and was ready for a fight. She steps up to the booth with her family behind her and says in a rough voice, "I make my own pickles". I calmly turn and point to my sign and say, "Ma'am, that's why I'm Second Best". The old lady was absolutely speechless and dumbfounded. I had cut off her legs and she had no idea how to respond. After a long moment of silence, her son leans over her shoulder and says, "What you gonna say now . . . momma?"

The Canton Flea Market in Canton, MS is the largest craft show in Mississippi. One afternoon after we had sold everything we had, a lady comes up and asks to buy a jar. "I'm sorry", I said, "Everything is gone". She then asks for a sample. "I'm sorry", I said, "Everything is gone". She then asks for a business card. "I'm sorry", I said, "Everything is gone". She finally asks if I make a regular dill pickle. Due to my fatigue and carelessness I snap back, "You can buy that at Wal-mart!" The lady then became disgusted and marched off angrily. A few minutes later she returns and basically yells at me, "I buy my pickles at Wal-Mart and they're better than yours!" I slowly turn and point to my banner and say, "That's why I am Second Best". She was fumigating when she marched off again.

This only begins to scratch the surface when it comes to answering the question, "Why are you Second Best". People have abused the phrase "The Best". Especially when it comes to ribs. "World's Best Ribs!", "Best Ribs in Town!", etc. How do they support their claims? How do you know if it's true? Do they think you believe everything you see or hear?

Once again, I am blessed. Not only have I stumbled upon an excellent product, but now I have managed to find the ultimate slogan. It's been incredible how well it has worked. People see the sign on my booth, van, and t-shirts and feel compelled to ask, "Why are you Second Best?" Selling is like fishing . . . you put out your bait, hope that you attract a fish, get it to take the bait, then reel it in. After that it's up to you to make the sale.

With this slogan, I have satisfied the old sales adage, "The customer is always right". There are no arguments . . . the customer is right . . . they alone know who is best . . . and they leave my booth feeling justified . . . and with one or more jars they have purchased . . . all because they have asked . . . "Why are you Second Best!"

I deal in "truth in advertising". If you have anymore questions (and don't expect a straight answer), contact me. The only thing I lie about is . . . telling the truth.