the Friday edition - the one about ice cream
Last Saturday, I was at the beach.
Because Florida is Florida, it was getting really hot as we hit our third hour out.
That’s when I heard it…
the jingle that makes wallets open and willpower melt.
Most of you know what I mean.
The song that every child can hear at least 2 miles (3.22 km) away and immediately start finding their guardians.
The ice cream truck.
It reminded me of a marketing parable of the two food trucks.
Do you know it?
Two entrepreneurs are each given a food truck and asked,
“If you could only have one advantage over your competitor, what would it be?”
One says:
“The best recipes.”
The second says:
“The best service.”
A third says:
“A bigger marketing budget.”
But the winning answer is:
“A starving crowd.”
No matter how great your offer is, the fastest path to success is finding (or creating) a hungry market — people who are already desperate for what you sell.
You can have:
Average branding
A so-so offer
Decent copy
…but if you're in front of a really hungry audience, you are positioned to win.
On the flip side, even the best-designed offer won’t convert if no one really wants or needs it right now. If no one is hungry.
Where can your business find your most hungry, ideal customers? Let's figure it out together!
To my US friends, happy 4th of July. To those everywhere else in the world, happy weekend.
Until next week,
Rebecca and the Advisory 9 team
P.S. - Have you completed the market research survey yet? Your insights and wisdom would be most welcome. Spend just 3-5 minutes here - https://advisory9.com/Market-Research-Request.
