The hummingbird marketing model

Most birds go to massive lengths to protect their nests. They may build them in a deep cavity of a tree. Or high up in a tall tree.

They may cover their nest with mud to disguise it. Some build their nest in the form of a deep sock to prevent entry by unwanted visitors. And birds use many more tricks to attempt to outsmart predators.

The result?

Many of these birds end up having their nests invaded, the eggs stolen, the babies eaten and often the entire nest may be destroyed.

Not so with many species of hummingbirds.

Hummingbirds are smart little suckers.

Black-chinned hummingbirds build their nests in close proximity to Coopers Hawks nests. Why? Because Coopers Hawks feed primarily on other birds, so other birds do everything possible to avoid them. And since other birds are the main predators for Black-chinned hummingbird eggs, their problem is instantly solved.

Ruby-throated hummingbirds in Florida are known to build their nests above alligator infested waters. Since their main predators are raccoons, the
alligators provide a reliable “predator removal” service.

Yep, I actually took this picture :-).

Cheez, Serling, what does any of this have to do with marketing?

I’m glad you asked.

You see, most people aren’t much different than birds when it comes to marketing.

They overload themselves with dozens of marketing strategies, tactics, and tasks almost desperately hoping that something will stick. Or fearful that they’ll miss that next big thing.

Truth is, you’d be much better off focusing on just one or two marketing strategies for any given area of your business and mastering these rather than
doing dozens of things incompletely.

For example, find one paid method of generating traffic and one free method. Devote the bulk of your traffic generation efforts to just those two methods and you’ll soon see a lot more progress than trying to chase down every new traffic
method that pops up each week.

Same goes for landing pages. You can actually increase your sales by double digits just by improving your landing page.

So focus on finding just that single landing page format that gets the most prospects to take action for your business (which could be very different than what works for another business). Once you do, if you can increase opt-ins by 30% and your conversion process is effective, that should mean an increase in sales of 30% as well.

Just like hummingbirds, when you focus on just one or two tactics in each marketing area that are the most effective for your business, you simplify your life and increase your sales. And you also keep your predatory competitors
at bay without them ever knowing what hit them!

Am I nuts? Am I right on target?

Feel free to let me know – or share your own experience with this topic – by leaving your comment below.

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