by Roger Pynn
Reading Seth Godin’s blog is always a reminder to “keep it simple stupid.” He has a way of smacking you in the face with the obvious without leaving a bruise. The titles of some of his books tell you a lot: “All Marketers are Liars” and “Meatball Sundae: Is Your Marketing Out of Sync?” Of course, he also wrote “Permission Marketing: turning Strangers Into Friends and Friends Into Customers,” so he isn’t always so in your face.
A recent post reminds us that we sometimes get all caught up in our fishing line when trying to cast our bait. We layer on all kinds of “program elements” and “strategic initiatives” in hopes of justifying ourselves as we help our companies and clients pursue a target audience.
Godin built on a suggestion by blogger Dave Cortright in suggesting simple ways to connect yourself to like-minded prospects. Cortright’s suggestion was aimed at eBay marketers, but as Godin points out, you can connect with prospects very easily if you play a simple game of connect the dots.
Following Cortright’s logic, if you’re selling amazing new microwave popcorn that rivals theater popcorn, you might consider a coupon partnership with movie theaters. Or, if you’re a guerilla marketer, pass out samples and coupons outside the movie house.
Simple … and it Trumps the cost of a full-page ad in your local newspaper (if, in fact, your local paper is still being published), but more importantly it achieves some of Godin’s advice in a later post titled “Your Competitive Advantage.” Here’s what he says the customer thinks:
“When the factors that matter to me are processed through my worldview and compared against the options I’m aware of, I will choose you when your advantages are greater than the competition, provided I believe that you’re worth the cost of switching.”
In other words, “if you hand me killer popcorn that’s cheaper than the price I just paid at the theater, I may just stay home and watch that new DVD on my new monster flat screen TV and nuke some of your kernels instead.”