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Learn How to Increase Your Sales & Income Using an Anti- Booze Campaign from the 20’s

Weird but true… In the early part of the 20th century there was a massive campaign in the U.S. to abolish alcohol. Weirder still, this campaign actually won the day, and Prohibition became the 18th amendment. This made the U.S. a dry country in 1920 until the amendment was rightfully abolished in 1933.

How an Anti-Booze Campaign from the 20s Can Increase Your Sales and Income Today

So how does a movement influence people to take away one of their own rights?

With smart marketing.

First, in their campaign rhetoric the Anti-Saloon League made the issue an either/or choice.

Either you’re for children or you’re for alcohol.

Either you’re for our brave boys fighting the war, or you’re for alcohol.

As one advertisement featuring a picture of Whistler’s Mother read: “Which Gets Your Vote: Mother or The Saloon? Vote Dry.”

That’s right – either you’re for mothers or you’re for alcohol.

No middle ground. You don’t want to abolish alcohol? Then you hate your children, your boys overseas and your own mother.

A campaign like that wouldn’t fly today, would it?

Today you either use the advertiser’s product or you’re not sexy, not worthy, not relevant, not important, etc.

If you don’t believe me, watch a few TV commercials and see for yourself.

Of course, you’ll want to be much more subtle when using this tactic in your own campaigns, but the tactic itself works as well as ever.

Second thing they did in their campaign was to eradicate the competition.

You’re a member of a state congress and you don’t want to abolish alcohol? Then we’ll run a smear campaign on you and get someone else elected who will vote our way.

No competition means easy victory.

Translate that to today’s marketing, and we don’t mean you should photoshop pictures of your competition doing evil deeds and post them on the front page.

Instead, you eliminate all competition by inventing your own class.

For example, instead of being one of a 100,000 weight loss coaches, you become the only sexy shape expert.

Third, they enlisted their competition in their crusade, working side-by-side with politicians who drank booze as long as those same politicians would vote against drinking.

In the world of online marketing, this translates into working with your nearest competitors as long as it increases sales.

This might be in the form of joint ventures, interviews, affiliate sales and so forth. No marketer is an island, and even those who appear to be in direct competition to your interests can often help you in your quest.

Fourth, they didn’t try to convince the masses, because they didn’t need to. All they had to do was switch just enough voters to their side to gain their 51% and win the day.

In online marketing, you don’t need to win every customer, nor should you try. Some customers will buy from you no matter what, and you should reward them but you don’t need to convince them. Some will never buy from you, and there’s no need to waste any time on those folks.

It’s the ones in the middle that you want to focus your efforts on to get them converted over to customers.

Fifth, they employed a new device that showed, not told, of the ‘horrors’ of alcohol. For a nickel viewers could see something new in the world – a motion picture version of the play, “Ten Nights in a Bar Room.” In this movie a drunken husband squanders his pay on drink, his daughter is injured while trying to bring him home, the man dies of drinking and the wife despairs of her lost family.

What a great piece of propaganda for the anti-booze movement, which helped to reinforce the belief that even one drop of alcohol could destroy not just individuals, but entire families.

Pretty crazy, right? But again there’s a lesson to be learned here: Show, don’t tell. In just a few minutes of showing how ‘evil’ alcohol was, the movement gained tremendous ground in convincing and converting voters to their side.

YouTube, anyone?


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Are You Repelling Prospects? Good!

A hundred years ago a shop might have tried to be many things to most people. In fact, big box stores still do that today, with good success. Walmart is everything and all things to those looking for the cheapest price. But even they repel customers – namely those people who value service and quality over price.

Are You Repelling Prospects? Good!

These days it pays to specialize. Rather than trying to be most things to most people, you want to do one thing and do it really, really well. If you teach gardening techniques, rather than teaching everything to every gardener, pick a focus such as organic vegetable gardening. If you teach marketing, teach it to a very specific audiences, such as chiropractors or coffee shops or contractors.

Yes, you’ll be repelling the vast majority of customers, but you’ll also be attracting the exact prospects you can help the most. And in so doing, you can also charge accordingly.

After all, who commands the highest price – the person who teaches generic marketing techniques to anyone and everyone? Or the specialist who teaches plumbers to build their businesses to seven figures? Every time, it will be the specialist. If you don’t believe it, look at the health care industry, one of the biggest businesses of all. Who makes more – a general practitioner or a heart surgeon? Specializing pays, and it pays big.

One more benefit of specializing and perhaps the most important of all is this: You become the ONLY choice. When a dentist wants advice on building his practice and he’s faced with 10 choices – 9 of whom do marketing for any kind of business and 1 who works exclusively with dentists, there simply is no competition. Even if your prices are double or triple of your so called competitors, because you are the specialist you will win the business nearly every time.

Bottom line: Know exactly who your target audience is, become their ONLY choice, and repel everyone else who is not a good fit. You’ll attract better customers who appreciate you more and are happy to pay for your specialized service and products.

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