Customized Marketing Solutions: How “Survival Seeds” Can Help Grow Your Business!
by Bill Parlaman
Filed under Bill's Blog
So I’m driving down the road the other day listening to a conservative talk radio station.
I usually listen to some sort of marketing or business education CD but for whatever reason I was listening to the radio.
So the radio host was going on and on about the U.S. deficit, how big the deficit is today and how much bigger it’s going to get in the years to come.
He was also talking about how everyone is selling their their U.S. dollars for gold and what a mess our country will become if we don’t get our spending in order.
If you didn’t know any better you would think the end of the world was right at our door step!
As luck would have it, I just happened to catch this radio show right before a commercial break when an ad for “survival seeds” aired.
“Survival Seeds” are seeds you can plant in the event the nations food supply goes in the tank. There are enough seeds in each “seed bank” to grow vegetables for you and your family on up to an acre of land.
In fact, the commercial goes on to talk about how eventually dollars and gold will no longer be the most effective forms of currency andrather seeds will replace dollars and gold!
Heck, the seeds are even sold in something called a “Survival Seed Bank” which the company claims is “indestructible” and can be ” buried to avoid confiscation.”
So what’s my point to all of this? Well I think there is an excellent marketing lesson here.
Suppose this company decided to air this commercial on a liberal style radio talk station or say a sports network?
What do you think the response would be? I’m not thinking it wouldn’t be that great. In fact, I bet most folks would think the whole notion of “survival seeds” is bit strange.
But here’s the thing, this company is matching it’s message to it’s market perfectly!
This radio commercial is speaking to the folks who are listening and interested in this kind of product.
You see most companies try to shove a round stick in a square hole when it comes to their marketing.
This is such an important concept to get your head around whether you are marketing online or offline.
You can not be all things to all people. It’s much easier to have a group of people who are interested in a special topic and market to them specifically.
Your marketing message must match your prospect.
Here’s another example, a few months ago I got a post card in the mail addressed to me. The post card had a picture of a pink cadillac and said ” Remember The 50′s? uh…no…I’m 38!
Wrong Market-Wrong Message!
Of course I threw the post card away and in fact I don’t even remember what they were selling. I bet some CEO or marketing guy is in a cubical somewhere scratching his head saying, I wonder why nobody responded to our post card!
When you know who your target market is, it’s much easier to craft your message to your prospect. Your customer is NOT everyone!
So the next time you’re writing copy, writing articles or preparing a marketing piece for your business, ask yourself who is your customer. Does this message match my who prospects are? In fact, sometimes it might make sense to create individual marketing pieced depending on the make up of your customer list.
Oh and by the way, this is why it pays to be in a niche or specialty market, it’s much easier to find and talk to your prospects when you know where to find them and HOW to talk to them, make sense?
Now get busy, Bill Parlaman
P.S. Are you making as much money as you want? Do you have a consistent and predicable system for generating leads and putting cash in your pocket time and time again? If you answered no to this question you owe it to yourself to check out this 7 part direct marketing video course. I promise, these videos will change the way you market you business forever!
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