How Hardcore Conservatives and Hippies Found Common Ground


This is a story about how hardcore, ultra-conservatives found common ground with a bunch of hippies. 

I know that seems unlikely these days, but it happened not that long ago.

And this happening is loaded with business lessons.

Our story begins soon after the turn of the millennium, in 2002, when the Internet was just an infant. 

A marketing expert named Jeff Paul wrote a book and launched a course for aspiring internet moguls who wanted to sell stuff online and make big bucks. 

The title of the book: “How To Make $4,000 A Day Sitting At Your Kitchen Table In Your Underwear.” 

With the help of Dan Kenedy (one of the planet’s great direct response copywriters), Jeff wrote a full-page advertisement. In the 8.5×11-inch ad, Jeff crammed three columns of 8-point (tiny) type that promoted the book or the $695 training course. 

The ad ran for a long time because it worked: More than 100,000 books and 12,000 courses sold. 

And here’s the crazy thing…

The ad worked best in these two publications: The American Spectator (political commentary for and by ultra-conservatives) and Mother Earth News (news and advice for back-to-the-earth hippies who want to get off the grid and minimize their environmental impact). 

So…now you know. Ultra-conservatives and barefoot hippies like to sit at their kitchen table in their underwear — or at least they wish they could. 

I shared this story with a friend who said, “Well, EVERYBODY, would like to make $4,000 a day sitting at their kitchen table in their underwear.” 

Not really. 

The ad did NOT do well in every magazine, for every target market. 

But it did extremely well in these two markets. 

Many years later, Kennedy explained, “There is a reason the Mother Earth News reader and the American Spectator reader worked because they do have an important commonality. They’re as far apart, in many ways, as you could be. However, the commonality they share is a mindset of self-reliance. That they have in common. And this is a pitch about being self-reliant.”

And therein lies the BIG lesson. 

When we define our target market, we often resort to demographics (age, location, income, etc.) or labels (conservative vs. liberal). 

When we do this, we miss the mark. We tell feeble stories. Our marketing sputters. We waste money. We generate few sales. 

As Kennedy says, “You need to think about the mindset of your customer, the mindset of your prospect.” 

Amen, Dan. 

When we focus on mindset, when we dive deep to understand what makes our prospects tick…

…We connect with them. We attract their attention. We keep them tuned in (have you ever tried reading a full page of 8-point type? You better be tuned in when you try!) We inspire them to act. 

And maybe, just maybe, we sell enough that we can sit around wherever we want, wearing whatever we want, doing whatever we want — if that’s your thing.  

Last week, I hosted a free training that was all about understanding what makes your prospects tick, how to connect with them, how to attract their attention, how to keep them tuned in, and how to inspire them to act so… 

…You can transform marketing from a confusing, resource-draining hassle into something that’s simple, fun and PRODUCTIVE…
So you can land more clients with fewer headaches.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.