Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible by Gregory Diehl

Author:Gregory Diehl [Diehl, Gregory]
Language: eng
Format: epub, mobi
ISBN: 069265187X
Amazon: B01C37VTAW
Publisher: Identity Books
Published: 2016-05-20T05:00:00+00:00

Street Cat Marketing and the Cold Approach to Instant Sales

A personal passion of mine is animal welfare - specifically, caring for stray cats in poor health, and rehoming them with someone who will be able to look after them permanently. Most people would think this practice is incompatible with my highly mobile lifestyle, where I often won’t spend more than a couple weeks or months in one location. They think finding someone to adopt a cat is a lengthy process, and not something that can be accomplished spontaneously. After all, just look at how many stray cats there are on the street, or sitting in shelters waiting for owners.

Over the course of the last year, I’ve taken at least a dozen cats off the streets of Guanajuato, Casablanca, Kumasi, Kuala Lumpur, Ubud, Tbilisi, Athens, and other cities, and found new permanent homes for them. The reason I am equipped to do this is because I understand the art of the cold pitch. I know how to target qualified prospects from a large group of random people, show off the most uniquely attractive attributes of what I am selling, and say the right words that lead to a buying decision as quickly as possible. I can do this even in a place where I have no social connections, and am unfamiliar with the local language or culture.

I call my process “street cat marketing”. It has dual meaning, because the cats are “street cats”, and I’m finding new homes for them through old fashioned “street marketing”. It usually consists of taking my latest feline companion into my arms and meandering through a populated public area, such as parks and outdoor cafe venues, to garner the attention and interest of qualified prospects (i.e. other “cat people”). It’s an irrefutable fact that anyone who likes cats will be irresistibly drawn towards a well-dressed young man carrying a cute little kitty in his arms. This is the first step in the process of qualification, and they quickly become viable leads.

The sheer unusualness of the situation causes a great many people to look my way, or come right up to me to pet the cat and ask me questions. Already, I am gathering attention by being unique in my setting. Since at this point they are already intrigued and asking me questions, all I have to do is answer in a way that continues propelling them into wanting to know more. I answer in the form of a short narrative - a story about how I am a perpetual traveler living around the world, rescuing cats as I go. Now they have context, both for who I am and the critical information which will come next.

When I explain that I found the cat I am holding struggling to survive on the street, and how eager it was to come home with me, and how it has since turned into a healthy and social pet, my audience becomes emotionally engaged. They are ready for the call to action.

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