Some strategic marketing lessons are not obvious. In some cases, you have to dig deep to find the diamond.
This was the case on a recent trip to the grocery store, where I discovered a strategic marketing strategy very powerful in action. Before I knew it, this unique marketing strategy that had enveloped me and I would buy your product.
But before revealing what is strategic marketing strategy is, I ask you a question:
Do you believe in second chances? I do. (And as you're about to discover, there really is a reason for strategic marketing strategy behind it)
I also believe in the possibility of third well (but unlikely quarter - but that's another story)
In fact, I'm so in favor of a second chance, you just bought a loaf of bread from a former convict.
Why do it?
In the lesson of strategic marketing strategy today, I give you three answers to this question, and why these responses are critical to your business plan strategic marketing.
Strategic Marketing Strategy: The Power of a story
"I recently bought a loaf of bread from a former inmate."
This may sound like a strange comment. First, why simply buy a loaf of bread worth mentioning?
And secondly ... Why would I buy a loaf of bread from someone who is a multiple criminal with convictions for drug use, drug trafficking, armed robbery and assault on a police officer?
Well, before we get into that, let me tell you that the bread was good. Very good. And almost did not buy it.
But I swallowed it. And here's why. In fact, here are the three reasons why - and why the real reason I bought this pan - and the lesson of strategic marketing strategy behind it - is of vital importance to their own business.
Reason # 1 - It was very healthy
I've been in a major health kick lately. No wonder, of course - is a forced draft health.
My wife has it in his head for some reason it is important to have clean arteries and good brightness colon (and now I have a bright, beautiful, thank you very much!)
So recently I found myself in the local supermarket, to reach the stack of health nut breads (found stacked between the rabbit food and soy milk, 100% organic).
While reading the bread, I found one that was made with whole grain almost every planet, was full of kindness colon cleansing, and if you eat it, you're guaranteed to live forever.
But that's not the bread that I bought. My bread was bought from an ex-convict. And yes, it was very healthy. But it was not the healthiest bread in the store. And as you probably guessed, I'm not sure it will live forever after eating a slice (or aaaaaamm I?).
So why did I choose to buy bread from the ex-convict? Of all the healthy breads could have led to the platform, why choose this? If it was not because he was the healthiest bread in the platform (was not), then what was?
Well, maybe it was because ...
Reason # 2 - I'm a sucker for a second chance
What I can say - I love giving people a second chance.
God knows I'm not perfect. I've done my own fair mistakes in my life (not serious enough to land me in jail ... at least they know about!)
I think I deserve a second chance. You are too. So why not David? (That's the name of ex-cons)
I am always ready to cut a guy (or girl) a little slack. Including Dave. Sure, it made some mistakes. But he wants a second chance. He needs a second chance. And I was willing to give.
But it was my desire to cut some slack sort of true reason why I brought forth bread from the shelves?
Sure, it played into it. It was not the real reason I bought that piece of bread. Here's the real reason:
Reason # 3 - It's a compelling story
Everyone is a sucker for a good story. This was too juicy to pass up.
I mean, come - an ex-convict spends 15 years in prison and has a rap sheet longer than the last "romantic comedy" I had the misfortune to do with my wife.
But this ex-con is cleaned, it changes your life, and not only becomes a productive member of society ...
... but actually goes on a quest "to make the world a better place, a loaf of bread at a time" (a vision right on your website).
Not only is this innovative entrepreneur small business trying to keep your nose clean, that is actually trying to make a difference in the lives of people. By creating a masterpiece baked goodness that is to share with anyone who hears his story.
Seriously, do not have this fairy tale life written all over it?
Dave is not trying to hide from his past. Instead, embrace it, and has woven his checkered past in the fairy tale that has been created around your business.
In fact, your small business is the story (and the sooner we realize this the better).
So Dave is not hiding from his past. That prints out loud and proud in all bags of "Dave's murderer bread." Do not believe me? Then go to "Whole Foods" and see for yourself.
And while you're at it, you grab a loaf. You'll be glad you did.
So what is the secret of strategic marketing to convince a conservative father of seven (yes, I said seven) to buy a real tree hugging the loaf of an ex-convict?
Here's a hint: It's the story.
And this is real life, honest to goodness reason I bought a loaf of bread from an ex-con: Because the story was so gosh darn convincing.
So ask yourself this - what story you are telling your customers? Because if you do not know ... you are telling a story. And it may not be the story you want to know it.
Therefore, as part of its own strategic marketing plan, be sure to take time to develop their own fairy tale. Your customers want to hear. And if it is convincing enough, you might just convince you to buy again and again, despite all its warts.
This was the case on a recent trip to the grocery store, where I discovered a strategic marketing strategy very powerful in action. Before I knew it, this unique marketing strategy that had enveloped me and I would buy your product.
But before revealing what is strategic marketing strategy is, I ask you a question:
Do you believe in second chances? I do. (And as you're about to discover, there really is a reason for strategic marketing strategy behind it)
I also believe in the possibility of third well (but unlikely quarter - but that's another story)
In fact, I'm so in favor of a second chance, you just bought a loaf of bread from a former convict.
Why do it?
In the lesson of strategic marketing strategy today, I give you three answers to this question, and why these responses are critical to your business plan strategic marketing.
Strategic Marketing Strategy: The Power of a story
"I recently bought a loaf of bread from a former inmate."
This may sound like a strange comment. First, why simply buy a loaf of bread worth mentioning?
And secondly ... Why would I buy a loaf of bread from someone who is a multiple criminal with convictions for drug use, drug trafficking, armed robbery and assault on a police officer?
Well, before we get into that, let me tell you that the bread was good. Very good. And almost did not buy it.
But I swallowed it. And here's why. In fact, here are the three reasons why - and why the real reason I bought this pan - and the lesson of strategic marketing strategy behind it - is of vital importance to their own business.
Reason # 1 - It was very healthy
I've been in a major health kick lately. No wonder, of course - is a forced draft health.
My wife has it in his head for some reason it is important to have clean arteries and good brightness colon (and now I have a bright, beautiful, thank you very much!)
So recently I found myself in the local supermarket, to reach the stack of health nut breads (found stacked between the rabbit food and soy milk, 100% organic).
While reading the bread, I found one that was made with whole grain almost every planet, was full of kindness colon cleansing, and if you eat it, you're guaranteed to live forever.
But that's not the bread that I bought. My bread was bought from an ex-convict. And yes, it was very healthy. But it was not the healthiest bread in the store. And as you probably guessed, I'm not sure it will live forever after eating a slice (or aaaaaamm I?).
So why did I choose to buy bread from the ex-convict? Of all the healthy breads could have led to the platform, why choose this? If it was not because he was the healthiest bread in the platform (was not), then what was?
Well, maybe it was because ...
Reason # 2 - I'm a sucker for a second chance
What I can say - I love giving people a second chance.
God knows I'm not perfect. I've done my own fair mistakes in my life (not serious enough to land me in jail ... at least they know about!)
I think I deserve a second chance. You are too. So why not David? (That's the name of ex-cons)
I am always ready to cut a guy (or girl) a little slack. Including Dave. Sure, it made some mistakes. But he wants a second chance. He needs a second chance. And I was willing to give.
But it was my desire to cut some slack sort of true reason why I brought forth bread from the shelves?
Sure, it played into it. It was not the real reason I bought that piece of bread. Here's the real reason:
Reason # 3 - It's a compelling story
Everyone is a sucker for a good story. This was too juicy to pass up.
I mean, come - an ex-convict spends 15 years in prison and has a rap sheet longer than the last "romantic comedy" I had the misfortune to do with my wife.
But this ex-con is cleaned, it changes your life, and not only becomes a productive member of society ...
... but actually goes on a quest "to make the world a better place, a loaf of bread at a time" (a vision right on your website).
Not only is this innovative entrepreneur small business trying to keep your nose clean, that is actually trying to make a difference in the lives of people. By creating a masterpiece baked goodness that is to share with anyone who hears his story.
Seriously, do not have this fairy tale life written all over it?
Dave is not trying to hide from his past. Instead, embrace it, and has woven his checkered past in the fairy tale that has been created around your business.
In fact, your small business is the story (and the sooner we realize this the better).
So Dave is not hiding from his past. That prints out loud and proud in all bags of "Dave's murderer bread." Do not believe me? Then go to "Whole Foods" and see for yourself.
And while you're at it, you grab a loaf. You'll be glad you did.
So what is the secret of strategic marketing to convince a conservative father of seven (yes, I said seven) to buy a real tree hugging the loaf of an ex-convict?
Here's a hint: It's the story.
And this is real life, honest to goodness reason I bought a loaf of bread from an ex-con: Because the story was so gosh darn convincing.
So ask yourself this - what story you are telling your customers? Because if you do not know ... you are telling a story. And it may not be the story you want to know it.
Therefore, as part of its own strategic marketing plan, be sure to take time to develop their own fairy tale. Your customers want to hear. And if it is convincing enough, you might just convince you to buy again and again, despite all its warts.
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