Why Wile E Coyote is an awful marketer…and roadrunner is your missed client opportunity
We’ve all seen the classic roadrunner cartoons.
Wile E Coyote; a lovable rogue, spots the tasty bird and decides to go through a sequence of ever more desperate and idiotic approaches to capturing it.
In our adapted for business owners screenplay, the two characters will be played by:
Wile E Coyote – You
Roadrunner – Your best prospective clients.
Now this is probably a bit annoying!
Whilst we all like Wile E Coyote, it’s not the role you applied for. You’d far prefer to be the smug bird winning time and again rather than the flat, exploded, fire burned, torn apart, squished and otherwise seriously injured or dead coyote.
OR if you had the choice and could re-write the play, you’d rather do things in a better way and be eating roadrunner for tea. No one likes to be the tragic victim or have their character killed off!
So, how does this relate to my SME marketing strategy…
Well, Roadrunner represents that elusive ideal client you REALLY want to have. The one that seems constantly beyond your ability to catch, or when you do it is temporary and they are soon trotting the path ahead of you once more. They always appear smarter or faster than you but only seem to have one ability; the ability to dodge capture by running away… annoying and very frustrating over time!
By contrast, as Wile E Coyote, YOU are the marketer in your business. You’ve tried many many different approaches, each one carrying a cost (financial, time or stress) with limited if any success to enjoy in the end. The more you’ve tried, the more frequent the escape of the Roadrunner. In parallel, the greater the risks you take to try and win as fear and frustration start to overtake rational choice… until eventually, if you aren’t careful you get splatted.
So let’s investigate the problem with a series of important questions:
1. Are you in fact chasing the right bird?
Have you defined your ideal target audience with real consideration to which are the pick of the crop… or are you still going for any bird? I’d suggest that a Roadrunner doesn’t ever look like there would be much of a meal when you catch it. It also seems to want to run away rather than showing any interest in your offer.
2. Have we researched their need?
Our Roadrunner pal seems interested in some bird seed. Great! Why? Let’s investigate a little more so that when you put your message out it really connects and gets them interested. Lots of marketing focuses on your message from your perspective, but gathering intelligence about our prospective clients can lead you to different views and allow you to engage them more powerfully. What research have you done into why they buy?
3. Why are we seen as scary?
The roadrunner never seems that bothered about coming to see you pro-actively…in fact, it starts to run as soon as you even approach. What is it that would make it want to approach rather than run away… how can you shape your message about their wishes in a way that supersede your own rather shallow ‘I want you to buy’ message. Can we change their perception of you, or differentiate yourself from the competition by the experience of dealing with you as well as your product or service outcomes?
4. What would provide them with reassurance of a safe outcome?
The roadrunner has the benefit of experience and has survived so far by being wary. It is quick to categorise what a threat is and generally if unsure will run away as the default setting. This is the same for your customers. They have experience of being sold at and try and dodge it like the plague. But they also DO LIKE to buy… so how do you stop them playing defence, and encourage active participation? Easy… prove the safe outcome. Evidence your positive prior customer experience and promote that early. Testimonials, case studies and more.
5. THE BIG ONE – Why are you constantly changing our tactics?
It is seen as easier to bin an initially unsuccessful approach than to refine it. Often you nearly caught the Roadrunner but rather than tweak and tweak your approach until successful, you hear of a new rocket-powered set of roller skates and immediately think ‘That must be the way to do it!’ In reality, the best way of winning at marketing is to trial, measure, refine and re-trial until you either fundamentally disprove or prove the method. Once proven, you can then systemise, automate and set up a second, then third and so on approach. That’s how the experts do it… but as Wile E Coyote you aren’t yet an expert, and the learning can take a while through trial and error.
How do improve my SME marketing strategy?
So, when you ask yourself these questions and realise that Wile E Coyote is not actually an idiot, but more of an untrained enthusiast who is suffering from nothing more than a lack of expert support and guidance, you might start to think “How do I get better” or is there someone out there who specialises in Roadrunner capture services?
The answer is of course “Yes”. At Growth by Design, we regularly meet with and support business Wile E Coyotes just like you who have become tired of constant frustration in their marketing efforts. Our reformed characters have recognised that the pain and irritation they are experiencing can be stopped pretty easily with a little outside support and expert steering!
Our specialist marketing team have a wide range of skills, coupled with a multitude of well-proven tactics. We also have an extensive happy client case examples to share which demonstrate how others are right now catching and eating their bird of preference. You are welcome to come to the party…
So why not steer your giant rubber band driven catapult towards our offices and pop in for a chat on how we can help you run less far, feel less bruised and battered, and ultimately feel fat and happy after a well-deserved roast Roadrunner?