When In Doubt Apply "The Restaurant Principle" - Wednesday Reflections

byAffMktgRt

1K followers

Updated 5 years ago

Hello worldwide WA community on this glorious Hump Day, aka Wednesday, after which we can almost limp our way around the matrix till we get too much sought after hopium filled TGIF and another "Saved By The Bell" weekend.

"What? A crossroads picture and a post title talking about.... 'The Restaurant Principle'? What in the world is this about?" some of you may wonder.

I will get to it shortly, I promise.

Today's post is focused on the dilemma we often face as online marketers on the critical issues of on the one hand products, services or programs and, the marketplace, traffic or audience, on the other hand.

The gurus and influencers in this space remind us not to create a product and then to look for an audience but rather the opposite. It simmers down to responding to the needs and wants of the marketplace, audience or traffic [some may call them collectively "oceans" of various colors depending on the size and breadth of the competition therein].

Well OK, so now, after having laid that foundation, we can address what "The Restaurant Principle" is and hopefully you will find it useful to apply in your marketing strategies.

Simply put, on a daily basis we "DO" [action verb] certain things, some are intentional, some are not [spouse asking to clean up the garage] and some are semi-intentional [wandering aimlessly to kill time].

So now let us use that in projecting that others, our likely audience, marketplace or traffic, will "DO" [action verb] those things instead of us. Having established that not all actions are intentional and deliberate, we can then filter out the non intentional and the semi-intentional ones. That leaves us only the intentional actions, right?

Why does that analysis matter?

Well because, odd as they may sound any person on a daily basis will INTENTIONALLY:

- eat

- sleep

- use the restrooms

I intentionally used the first activity [eat] because the second and third one may not be too appealing to talk about.

So, therefore, since we all have to eat [notice I didn't focus on how many times a day], we can imagine that while at work one may go to a restaurant [of course there are many who bring lunch from home, but I didn't like the "Brown Bag Principle" title as much and it could sound very confusing too] in order to eat.

"OK, OK, we get it, but what does eating at a restaurant have to do with WA or online marketing?" some of you may ask.

Well in the analysis at hand, everything.

You see, unlike unintentional or semi-intentional actions, the actual intentional actions [eat at a restaurant] are key to our success, and here is why.

Will anyone wonder into a restaurant without intending to actually eat/take out? [I know a small percentage may glance at the menu and then walk out, but that is an insignificant minority]. No one will. Hence, the name "The Restaurant Principle" of almost 100% intentional actions by those entering the restaurant, in short to eat there.

So in light of that, our products, services or programs have to be placed in front of marketplaces, audiences and traffic which will act intentionally.

I know that websites [using the above combo] are supposed to achieve that, however, just like a retail store or a car dealership, not all who go in them buys anything at all.

By contrast, a restaurant is for the most part expected to make sales on all who enter its premises.

If you are still awake and have found any value in this, or if you do not, please let me know.

For some it is still lunchtime.

Bon Appetit.

Blessings!