COYOTE LORE

When "mousing" coyotes stalk slowly to sniff out the mouse. Suddenly, with all four legs held stiffly together, they pounce on the prey. Hunting deer calls for teamwork and coyotes take turns pursuing until the deer tires, or drive it towards a hidden member of the pack. Coyotes even form hunting partnerships with badgers. The coyote uses its keen sense of smell to locate burrowing rodents and the badger digs them up with its powerful claws. They share the proceeds.

In Native American folklore, Coyote belongs to the animal people but is at the same time a power almost like the Creator and the head of all the creatures.

Coyote-style Marketing

They have cash … you have imagination and passion

Coyote-style marketing ignores conventional ideas in favor of what works and doesn't cost thousands of bucks. How do coyotes thrive? By being smarter, more cunning and less hidebound than their competitors. Coyotes have a genuine passion for doing what they do.

Big budgets and "industry standard approaches" are a poor substitute for imagination and flair. A tiny amount of the real imaginative stuff can cause a stampede. “Suits” don't have it — it's usually removed at business school — so they compensate by using what they value most: money.

Be The Only Real Stuff On The Block

Small businesses can be distinctive, eccentric, special. They can be original and authentic and passionate and “damn the torpedoes!” Customers are desperate to find more than bland, near identical products in over-designed wrappers. In a world of mass market falseness, small business can stand out as the only real stuff on the block.

Know Who You're Selling To

Who is it? The undifferentiated masses yearning to be free? Or the people next door, down the street, the folk you know, the people who share your outlook and interests?

Complexity graph

You know these people. You know what they want. It's what you want. You're one of them, aren't you?

They aren't morons, so don't talk down to them. They aren't (usually!) rocket scientists either, so don't try to show off how clever you are. And never waste their time with long-winded rambling, or you'll lose them in a heartbeat.

Give them only what they'll find interesting and useful. That's how complicated marketing is. If you can give them what they want, you have a sound market. That's your focus. Never forget it.

The Carmine Coyote Says...

“Give people what they want and you'll never starve. If you have the imagination to offer them what they've always dreamed about, but never knew where to find, you'll make a fortune.”

Call the Carmine Coyote today. Get a little imagination working for you.