Gatherers – I heard this term today, while listening to the Morecheeselesswhiskers podcast with Dean Jackson. I heard this in the morning and now its evening, this term is still ringing in my ear and the implications it can have in marketing.
Dean’s logic was that we are hardwired genetically to be gatherers. Since historic times, when human beings started staying in caves, they would take food and store it in the cave so that in case it rained or for some reason they couldn’t go out hunting the next day, they would have food for the family.
At that time if they found some bananas, they would “gather” it and take it to their cave. Till now that characteristic has not changed. People end up buying things, they never use, so that they however have it – just in case – gathering. If you are an avid reader like me, you may also have a lot of books which you have never read, but you bought them, so that you don’t end up missing them- another sign of gathering.
Consuming on the other hand is about something which we actually use.
Now here comes the interesting part. You can utilize this psychological concept in your marketing. How many times have you observed people offering you a free book. Chances are that you ended up taking that book by providing your email address. There’s also a very large chance that you didn’t read much of that book even though the title of the book had interestedyou earlier. So you gathered it but didn’t consume it.
So how can it be used. You offer a product worth “gathering” and in return get them to give you their emails to which you can then prospect on a regular basis. So now I have to think in terms of how I can create an item which is easy to gather which can help me generate leads.
Till next time then.