In India, we have big local fairs where large “Pakoda” or “Lassi” shops have little guys standing outside, yelling interesting one-liners to attract customers into the shop.
They will say things like “east or west, our Pakoda is the best” or something similar and people like us would invariably enter the shop smiling, eager to enjoy some of the delicacies on offer (even if we aren’t hungry)!
I believe that we online marketers are not very different from the little boys standing outside those big shops at the local Indian fairs. We too try to shout aloud, with as much ingenuity as we can muster. And we also try to ensure that the potential customers of our clients do enter the portal with right expectations (this as we all know, is done to minimize the drop rates).
So, is there some learning that we can derive from our humble, pakoda shop boys?
Well, yes I think we can!
Here are some of those “jewels”…point wise:
You attract attention, and you attract the right attention, you’d never see these boys wasting their shouts on beggars, or penniless Village-Romeo groups.
You ensure good ROI per shout. You spend energy while shouting, thus to ensure better results, you become active (or hyper-active) only when you see real potential. In our words, even while you shout, you try to be as focused as possible.
You break the clutter. While your one-liners are supposed to be interesting, they are also supposed to set the mood for the customers and set the bar of expectations, to be later met or even surpassed by the service provider inside the Pakoda or lassi shop.
If you have donkeys on offer, you promise Zebra but you never promise a Ferrari. (I hope you’ll get it)
You are consistent throughout the day, day after day. You never lose your focus or heart. You keep on trying, all the time.
You optimise your slogans according to the current mood to attract maximum eyeballs, so if you heard, “Aao Babu kha ke pan-supari, Lassi ghamandi hai hamari, aapke sheher main pehli baar, Mohan Lal & brothers ka naya shahakar ”, in the mid 90’s, you may hear, “Chakhiye, Obama ki Pasandida, Govinda Lassi, Bharat main peheli Baar, aapke sheher main” when you go next!.
You smile.
Jokes apart, it was just a humble attempt to remind you that solutions of most of our problems lie in our own vicinity, all we need is, to open our eyes and look!
Quote of the day: "Oh Marketer, you are either giving pleasure or removing pain."
nice:-)
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