Priya opened her door. “You’re the baker from the blocked street?”
Six people texted. He baked six small boxes. He delivered them himself, wearing a clean apron, holding the warm boxes.
Marco was skeptical. “Free bread? That’s my profit.”
“That’s your lead ,” Lena said. “The book says: ‘The fortune is in the follow-up.’ You’re not giving away bread. You’re buying a relationship.” The 1-Page Marketing Plan - Get New Customers- ...
“Good,” Lena said. “Priya doesn’t care about your construction problems. She cares that her kid has a gluten sensitivity and she’s tired of cardboard crackers. Your new customer is Busy Priya .”
They drew a line down a single sheet of paper.
“No billboards. No radio. Here’s your offer: Go to the condos. Put a sign in the elevator: ‘First 10 residents: Free ‘5 PM Rescue Box’ this Friday. No catch. Text ‘BREAD’ to 555-1234.’ ” Priya opened her door
Marco sighed. “Anyone with a mouth.”
The construction outside lasted another year. Marco didn’t care. His bakery’s front door was locked to the public, but his delivery route was full. He went from losing $10,000 a month to making $8,000—all from one yellow flyer and one honest offer.
Because as Allan Dib writes: “Marketing is a system, not an event.” He delivered them himself, wearing a clean apron,
Sitting in his empty shop, staring at a mountain of unsold baguettes, he met Lena.
“Wrong,” Lena smiled. “Look at your sales records. Who buys the most? Who buys the most expensive loaf?”