Beer as Cold as Your Ex-Girlfriend

Most businesses we start working with have plunged straight into generating leads and throwing lots of messages out there, across multiple platforms, in the hope that something may stick.  

Not only is this an expensive and time-consuming exercise, if something does eventually stick, they never know what it was that actually worked.

This is why focusing on your Prospect Journey is essential and will help you discover:

• What messages you need to convey to each of your ideal customers and avatars, and what language you need to speak directly to them...

• What assets you need to create, to support this...

• What tools / systems are you going to use to reach and attract them...

• What the various touch points are along the way...

A key element is grabbing a prospect’s attention, especially when we’re all surrounded by so much “noise”.

Here’s an example we saw on a family break to Turkey.  

One of my favourite things to do every morning at 9am - ahead of our archery at 10.30am (you know how I love routine!) - was going for a 6km walk along the beach front with Mrs N.  It was hot but not too hot, very quiet except the gentle lapping of the sea, and we’d walk along watching the various beach vendors setting up for the day.

We’d have various check points we would walk to; and on this particular day it was a shorter walk as I’d only packed flip flops so you can imagine the toll these daily pilgrimages had taken on my poor feet.

This particular check point was a bar-come-ice cream-come restaurant-come-bracelet stall.

And it was our favourite, out of the long line of outlets across the beach front, all offering essentially the same.

It wasn’t because of the ice cream, Turkish kebabs or the ice-cold beer that made us, and countless others, stop in our tracks...

It was because of the sign. It was only a small, very basic, handwritten sign but it covered a lot:

• Always a mention of football fixtures...

• Air conditioning because to get there you’d have had to walk in the searing heat...

• Refreshing cold beer...

• And ALWAYS a funny one-liner: Cheap as ASDA or I have beer as cold as your ex-girlfriend

This place knew their audience.

They knew use of humour would work.

They included functional selling points.

And they knew how to grab people’s attention. 

This week have a think about your Prospect Journey, and how you can grab people’s attention, and speak directly to your ideal audience.

And remember, it doesn’t need to be polished – this sign is a great example of just get it out there.

BW,

Martin

Investor | Business Mentor at Advocate | Author of I don’t work Fridays