What Attraction Marketers Can Learn From Avocados
Sometimes, we learn from the most unexpected places, experiences, and things. Take attraction marketing, for example, you cannot really imagine getting lessons from an Avocado, right? But why is this article taking attraction marketing lessons from the Avocado now?
As you might have noticed, the Avocado has quite made its impression as a sort of “superfood” because of the Avocado Toast craze just last year. With the popularity of Avocado Toast, the demand for the fruit spiked up for the first time for over 5 years (because suddenly, it is not just useful in making Guacamoles!)
And oh, did you know that Avocados are actually a type of berry? Yep, it is a berry and is also considered nature’s butter at the same time (weird). Before this craze, Avocados were almost forgotten or neglected. It almost did not make it to our plates and fancy menus! Why? Let’s take a short lesson in biology and Avocado history.
According to Connie Barlow’s “The Ghosts of Evolution,” fruits with seeds managed to multiply and survive because they made themselves attractive (and sweet) for animals. The animals eat and spread the fruit’s seeds through droppings (in most cases), resulting in more trees and much more diverse flora.
However, during the Ice Age, Avocados can only attract the big ones – Giant Mammoths, Wooly Rhinos and Giant Ground Sloths. Unlike birds and normal-sized creatures, these guys can chew through chunks of Avocado (including their seeds!), leaving no room for its fruit tree to spread and multiply. Its limited reach and poor climate almost drove it to a point of being endangered.
However, since our species (humans) showed up, those gigantic creatures are now being hunted down for food – so there were fewer eaters of Avocados now. And most importantly, humans have discovered the tasty fruit too!
With human intervention, Avocado trees were now being cultivated and grown in different parts of the world. Its discovery (by humans) allowed it to thrive until today where we can now enjoy it in salads, toasts or simply as a plain fruit. Its resilience during tough times made its way to our modern tables. So here are your main takeaways from the Avocado’s story:
As a networker, you have to think long-term.
Well, not just networkers but entrepreneurs, in general, should be thinking, focusing and investing for the long-term. And thinking long-term also requires survival skills – because let’s face it, your business is not going to go boom right there and then. Like the Avocado, you’ll be going through a pretty rough time, because the market won’t notice you at first. To get through, you still need to thrive and survive. To survive, you need a strategy, which leads us to…
Focus on strategy, not petty tactics.
The Avocado did not dwell on petty tactics, it just stayed and persevered throughout the tough times to survive. It did not evolve or change its color, taste or form to suit its harsh environment.
Strategy and tactics are not the same things. Tactics are for the short-term and are usually fleeting (depending on trends), but a strategy is useful for the long haul (and it can outlive certain trends). Social Media platforms such as Facebook and Twitter are all just part of online marketing tactics.
There were other platforms that came before these – remember MySpace? It was the thing back then, but that trend ended too. Google’s algorithms for one can also be gamed via tactics, but once Google issues updates, it can prove to be disastrous and digital marketers have to scramble once again to come up with a working tactic.
A strategy, on the other hand, will not be affected by certain trends or changing algorithms, because a good strategy is timeless. It will not be affected by changing trends and algorithms, because it always provides value.
Always provide value.
Truth be told, the Avocado was picked up by humans because it is tasty and nutritious. It may have persevered throughout the tough Ice Ages, but humans will not bother to cultivate it if it did not provide nutritional value (or taste, at the very least).
And this is why your business and marketing strategy should always provide value. Creating content just for content’s sake will not help your business move forward. Sure, your piece might be seen and read by more people, but will it be compelling enough to reel in sales or recruits? Only a valuable business model and high-quality content can do that.
Take Michelin, for example. A century ago, it simply started out by publishing a free automobile guide in France. They did not just list down the names and models of available cars in the country, but they added value to their content by writing car maintenance tips and listing down all gas stations and car repair shops by area (that turned out really helpful for people who are planning to go on long trips).
Now the Michelin Guide is a huge success – charging a premium for their publication which constantly provides valuable information to its target market. It managed to survive until the 21st century and even evolved as a standard and credible reviewer of hotels and restaurants today.
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