If markets are conversations, then better conversations equal better marketing.
My apologies to Doc Searles and Hugh McLeod, who have both already created some really smart conversations around this topic. But I got one of my Tennessee Squire letters today and it brought a major smile to my face. Jack Daniels has been having a better conversation with me for many, many years.
You have to be invited to be a Tennessee Squire.
I’m not braggin’, just stating a fact. As a Squire I “own” a one square inch plot of land in Lynchburg, Tennesee, home to the Jack Daniel’s distillery. I love the town of Lynchburg and have toured the distillery many times. But what I love most are these letters.
“Over the years I’ve had a lot of inquires about what kind of livestock would be suitable to raise on small parcels of land in the area,” the letter begins. (click on the photo to see it in full) I love it. And this one is just like the rest. They all look like they’be been typed on an old typewriter and each one takes a different route to making me feel like I really do own some land there. They make me feel like part of a community.
My favorite letter asked if it would be ok if they crossed my land to get to some blackberry bushes and told me I could come have some blackberry cobbler with them if I wanted. There is no set schedule that I can discern. They just come randomly and they always light up my day.
Yes, I know it’s marketing. But it’s also a conversation. And it’s a damn good one.
It makes me wonder how I can have better, smarter conversations with my market.