Chapter 1: From Floods to Flames

Flashpoints

1. Take an honest look at your advertising. Are you still using mass marketing? Are you still trying to reach everyone through undifferentiated media?
2. How are the best customers for your product or service different from the population at large? Make a list. Which of those differences are meaningless and which actually contribute to their purchase decision?
3. Does your current marketing try to serve or sell? Does it treat the consumer like a friend in need of help, or a faceless source of revenue? Imagine yourself as the consumer. How would you like to learn about your company’s products? Does your answer resemble your current marketing tactics?
4. What is the cost per thousand of your most recent advertising campaign? What is the cost per customer? How would your advertising tactics change if you shifted your focus from reaching lots of people to reaching precisely the right people?
5. Is your current advertising designed to create interest or appeal to it? Does it try to make people thirsty or does it offer a drink to those who already are? How can you make your advertising more relevant? Do you need to change your message? Your audience? Both?
6. Does your advertising make exaggerated claims? Why? Are you worried people won't buy if they know the truth? If you are, then...
   1. Maybe your advertising is reaching those who don't need what you're selling. Try telling the truth to an audience that cares. There's nothing wrong with preaching to the choir. The choir will listen.
   2. Perhaps it's time to improve your product or service so that the truth is more impressive than an exaggerated claim.