Almost nobody can resist bacon, particularly when it’s hanging up in a tiny room with a door enticingly open.
Or, at least, very few mice can resist freshly toasted bacon. On encountering such a room, a group of greedy mice rushed into the room and fell upon the tasty treat — but not every mouse was tempted thusly.
Two of three of them noticed there was just one way into that little room — and so only one way out. What if the door closed? What then?
They’d be doomed.
As indeed those greedy mice were.
The sensible mice said they’d be happy with their usual food, rather than risk being lost forever.
The greedy mice, though, saw no danger — and rushed into the trap. Shortly after, the Cook came to kill them… but the sensible mice escaped with their lives.
Why am I telling you this old fable?
Because people are just like these mice: they’re seduced by what they want (the tasty morsel of bacon) not by what they need (boring food and safety). It was an easy sell to capture those mice: all Cook had to do was advertise some tasty bacon. But if Cook wants to catch the sensible mice…
We’re tempted to try to sell people what they need.
That won’t work.
Instead, think about what people want. Everybody wants something — what is it? Find out, and sell them that.
Then, once you’ve sold them what they want, give them what they need.
That’s what branding and marketing is all about.
Branding about marketing isn’t about your merits. It’s about marketing your merits.
Sell people what they want, then give them what they need.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS It’s getting tougher to be seen and heard online. I’m finding it tougher. Everyone I’m speaking to is finding it tougher. That’s not to say I’m stopping online marketing; far from it.
But finding new leads online? Difficult stuff. Which is why I’m shifting my focus offline. Direct mail is still vastly underused by most marketeers and business owners. Have you sent out a DM campaign? Will you? You might be wondering where to start… In which case, I’ve just the thing for you.
You can Borrow My Brain for half an hour and ask me anything you want. We’ll put together a plan of action for your to go away and start making changes in your business. Sounds good, right? Borrow My Brain, here.