An Advertising Analogy
An old geezer, who had been a retired farmer for a long time, became very bored and decided to open a medical clinic. He put a sign up outside that said: Dr. Geezer’s Clinic. “Get your treatment for $500, if not cured get back $1,000.”

 

“Dr. Young,” who was positive that this old geezer didn’t know anything about medicine, thought this would be a great opportunity to get an easy $1,000.

 

So, he went to Dr. Geezer’s Clinic.

 

 

This is what happened.

 

Dr. Young: “Dr. Geezer, I have lost all taste in my mouth. Can you please help me?”

 

Dr. Geezer: “Nurse, please bring medicine from box 22 and put 3 drops in Dr. Young’s mouth.”

 

Dr. Young:  “Aagh! This is gasoline!”

 

Dr. Geezer: “Congratulations! You’ve got your taste back. That will be $500.”

 

Dr. Young gets annoyed and leaves in a haste. He’s angry now, and spends the next few days trying to figure out a way to recover his money. He returns to Dr. Geezer’s office once he thinks of a clever plan…

 

Dr. Young: “I have lost my memory, I cannot remember anything.”

 

Dr. Geezer: “Nurse, please bring medicine from box 22 and put 3 drops in the patient’s mouth.”

 

Dr. Young: “Oh no you don’t. That is Gasoline!”

 

Dr. Geezer: “Congratulations! You’ve got your memory back. That will be $500.”

 

Dr. Young, after having lost $1000 total, leaves angrily and comes back after several more days.

 

Dr. Young: “My eyesight has become weak. I can hardly see!”

 

Dr. Geezer: “Well, I don’t have any medicine for that so… Here’s your $1000 back.”

 

Dr. Young: “But this is only $500…”

 

Dr. Geezer: “Congratulations! You got your vision back! That will be $500.”

 

Moral of story — just because you’re “Young” doesn’t mean that you can outsmart an old “Geezer.”

 

Advertising moral of the story — just because a business owner can make a radio or TV spot, they will likely miss the “sweet spot” of consumer targeting. To better understand your business needs, contact the marketing specialists at The PM Group.