Ok – I’ve gotten a few really good questions over the last couple of days – including a couple really detailed ones on how I would approach promoting affiliate offers on Craigslist - as well as some interesting stuff on Community Sites and building mini nets of theme related content across one large niche. So I’ve got my hands full with good user submitted questions – thanks! Just in time for Labor Day weekend when I was hoping to get my pale ass outside and finally grab some season ending sun..
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And as I wrestle with those thorny issues – I thought I would give some unsolicited advice out as well.
This is for my neighbor – a really nice guy who has no idea what I do for a living – other than the fact that I stay home alot and often carry a keyboard.
He however – is a landscaper, and a very good one. I know this not because of the quantity of work he has done around town – but rather – last summer, when it looked like I might be growing the cure for cancer in my backyard – in one day he tranformed my over-grown Oprahesque sort of public embarresment into a divine slice of what I like to think the garden of eden once looked like – before the snakes and leprochans showed up.
Anyway – I’m glad I gave him the work – because – well – he and his crew did a great job – and to be honest, I know he needed it.
Because he’s always home. Truck parked continuously, comfortably, snuggled right up by the curb. Business as they say – ain’t looking good from where I sit – and that happens to be only three city houses away. ( which is damn close for you suburban folks )
And the tragic part – is, well – I know why. Now you can argue that my 15 years of insightful, illuminating, incisive and discerning marketing mind has given me an unfair advantage into the problems of the modern day landscape artist. Normally – being the kind of guy who loves a good compliment – I would agree.
But in this case – even smaller minds than mine could quicky diagnose what ails my friend and neighbor – and the marketing ( and moral dillema ) that it leaves behind for those of us who would like to help.
The problem is his brand. His corporate identity. The big fat 296pt font on the side of his truck.
It says – * Hamas Landscaping *
And considering about 40% percent of the homeowners in my general area are – like myself, Jewish – well let’s just say that something doesn’t ring warm and fuzzy about having Hamas over to prune the bushes. Look, I’m going to be honest with you – I’m just about as open minded of a guy you are going to come across – but I would be a little bit skittish about having Hezbollah Housecleaning over to the house too.
( besides – I have a two year contract with Kathy’s Kosher Cleaning which has a heavy early cancellation penalty clause )
The important message here, Raef, if you are reading this – and for anyone else who stumbles upon these wise words – is – ( to quote the great Dan Kennedy ) Message to Market match. Always. With your domain names – with your brand names – with your identity and your marketing. Know who you are selling to before you design the letterhead, register the domain name or print the 73 employee T-Shirts with the fancy font and radical islam insignia..
Remember – I’m only here to help.
( And keep the hate mail to a minimum – it’s Labor Day! )
Community Voice