How To Market “Free Air”
If You Want To Be The “Go-To-Guy” In Your Niche Market, Read On…
As Diane and I were heading out of Dodge (also known as driving to New York to visit relatives) I thought it would be smart to make sure all her tires were inflated.
Now in the 14 years we’ve been living in Bristol, Connecticut, I’ve always gone to the same gas station to inflate my tires. Not only is it free, they even have a built in tire gauge on the air hose. You can make sure you’re getting the right amount of PSI, and not have to worry about whether your gauge is in that little pocket on your door.
It shouldn’t come as a surprise that it’s also the gas station I most frequently fill up at. You bring me in with free air, not to mention convenience and a couple of cents less than most of the other stations, and I’m yours.
So when I drove in a few weeks ago and the air compressor had a hand-written “Out of Order” sign on it, it was no big deal. I still gassed up there, but drove to another station that I noticed had an air compressor…also free.
Good thing too. The front passenger tire was pretty low.
About three weeks went by and the “Out of Order” sign was still there. Actually it was replaced by a different hand written sign.
This time I went to the other station and filled up the tires.
Then I filled up the tank.
That kinda sorta turned into my station of choice.
Not every time.
But it achieved what the professionals call Market Penetration.
It got a piece of the action.
What it did was inject an emotional connection.
I began to associate this station with convenience, safety and – for lack of a better term – giving a gosh darn about its facilities.
(No, I didn’t say gosh darn.)
Bring it back around, Baby!
Whether you’re marketing, seeking out a lover, looking to run with a different crowd, lose weight…anything….
What you put out to the world, and the people in it, determines the EMOTIONAL CONNECTION they have with you.
And that in turn determines who you attract, what you attract, who you run with.
Looking to suck up every morsel from every sale?
You’re a greedy *^#$!…whether it’s true or not.
(And if you’re charging for something the rest of the world takes for granted, it’s probably true.)
Looking to give and give and give, and not worry about receiving?
You’re a patsy. People will take from you. And it won’t be the people you want to hang with.
It’ll be the people who take without giving as a way of life.
Looking to give to others, with enough self-respect and confidence to expect a fair exchange in return?
You’re in the ZONE!
Now you’re safe. You’re also competent, attractive and open for business.
Filed under: Marketing Tips and Ideas
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