An Amazingly Simple, No Bullshit, 2-Pronged Marketing Strategy
Putting together a solid hunting plan to hunt pronghorn antelope has a lot of similarities to putting together a solid marketing plan for your product or service.
As any regular reader of my blog or someone who knows me personally would know, I’m obsessed with archery hunting for pronghorn antelope. As anyone who is familiar with pronghorns knows, they are very elusive and anxious creatures that are not easily caught off guard. Sitting in a ground blind for over 13 hours a day affords me the luxury of time to reflect on my own marketing strategies employed during this past year within the context of hunting, which has allowed me the clarity to see marketing from a fresh perspective.
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I could have brought my own stock tank and water and placed it in the middle of a field and then set up camp nearby to await my quarry. This strategy, which is similar to building a web page and waiting, might work. However, it is more likely that it will take months or even years for pronghorns to locate the tank and make it part of their daily routine to visit.
The next hunting/marketing revelation I came to is based on what Malcolm Gladwell in his book, “The Tipping Point,” referred to as the "stickiness" of your value proposition. Pronghorns have many options to graze, seek water, or to find a suitor to mate with, but they don't follow human logic, they follow pronghorn logic.
For example, I was sure that since the pronghorns were grazing north of my blind’s location one day that they would travel in a straight-line south to my watering hole where I could get a shot. They surprised me more than once when they just appeared to my west, leaving me with a less than ideal shooting angle and resulting in missed opportunities. For some reason, this less than direct route made sense to