She Didn't Want Calf's Foot Jelly. But Someone Does. (Part 1 of How To Create Campaigns That Drive Sales)

"Mrs. Snow: 'What is it?' Pollyanna: 'Calf's foot jelly.' Mrs. Snow: "Calf's foot jelly. Oh, and I had my heart set on lamb's broth, today.'" - Pollyanna, The Movie

There is a movie that everyone should see once in their lives, Pollyanna. My wife wanted to watch it, and at first I was totally turned off. Then I understood she had optimism, spunk, and a bull-dog determination which wore off on everyone around her. I some ways as an Entreprenuer, Business Owner, or Sales Professional, we need to be the buoy that bounces back. BUT this is also what kills companies.

In this scene Pollyanna brings a sick old lady, calf's foot jelly. Now that would no doubt make anyone even sicker but apparently it was just what the doctor ordered. Why? I have no idea. Anyways when Pollyanna delivers the jelly she is met with resistance. The old lady wanted lamb's broth that day. In other words, they had a product that they brought her that she never wanted. 

Have you ever tried to convince a client that they needed your product? I mean you were certain that your product would make a HUGE difference in their business. You sent reports, you called them, they came to events and listened. But still nothing? 

 Case in point. Not long ago I was working with a firm to help penetrate larger accounts with an amazing product. We knew why they SHOULD buy. We worked out the ROI. Their people listened and understood the hows and whats. But guess what! They never bought that particular product. They bought other products from us but they wouldn't buy this one product that would SAVE them from a huge liability. A few years later, that client was hit by a huge cyber attack. This one tool that we knew would save them could have kept them from losses, from public shame, and more. I sat in my office in South East Asia shaking my head. We couldn't make them want the solution, no matter how hard we tried. Even though they needed it. They were so entrenched and not going to change then no amount of time spent would move that mountain.

In much the same way, there was probably no way Pollyanna could get that old lady to want Calf's Foot Jelly. But here is the interesting point. SOMEONE LOVES CALF'S FOOT JELLY. Find that person and sell to them. Sell them a lifetime supply, sell them the health benefits, sell them the Calf's Jelly Jubilee Vision. Get them to start user groups. Empower them to find others that share their passion. Then sell to that market.

So how do you make marketing campaigns that lead to sales? You follow the ABCs. My friends: A is for Audience. Find your audience and find a home for every sale you could ever need to make.  Today was an object lesson, our next lesson is the how of finding your audience.