Chicks in thongs and dudes in speedo

Continuing with our discussion from yesterday about marketing…

After I sent the email from yesterday, I was immediately reminded of something that happened at the beach on Saturday.

Here’s the story:

I live about 2 blocks from the beach here in Ipanema, Brazil and one of the things I like to do when I have free time is sit in a kiosk (small outdoor restaurant) and people watch.

Call me a voyeur, or what ever but I can do that for hours.

I like to try and guess where they’re from.

The guys with Birkenstocks and their socks pulled up above their calves are definitely from Germany!

Saturday, a special character caught my eye…

Not because of how he looked or dressed, but because of what he was selling…

… he was selling BELTS!

Not just any kind of belts, but the Mexican leather belts.

I’ve seen them a million times in the border towns of Mexico.

So I can’t help but say to myself.

“Self, who in the H EE Double L is going to buy a belt at the beach?”

Even if there is some crazy chance that someone needs a belt and has a thing for vintage mexican cowboy attire, is it the smartest thing to be selling there?!

Remember when I was talking about the 3 Magic Pillars of Marketing?

Message, Market, Medium

Where do you think he went wrong?

Do you think the beach was the best market for his message (“hold you pants up”, “dress like an authentic mexican cowboy” or whatever his pitch was)?

Flip that around, what would a smart marketer think?

As Gary Halbert asked, “where’s the best place to sell a hamburger?”… “to a starving crowd”.

Perhaps he’d been better served selling hats, sun screen, water.

Lesson of the day: Don’t try to sell belts to chicks in thongs and dudes in speedo…there’s simply no need.

Now on to the pitch:

We have new dates confirmed for our 2018 Influencing from the front for Chiropractors. This is a 3 day intensive where we hammer, mold, re-heat, and hammer again to form a tough as nails speaker, that has the confidence to walk into any room and literally DEMAND and COMMAND attention.

If that’s something you’d be into, pick your date here:
http://www.chirospeaking.com/iff

Onward and upward,

Jeff Paro
The Chiro Speaking Company