Magnetic Communications & Consulting™ http://BarryMorris.com Barry@BarryMorris.com

It was overcast on Friday morning as I drove down to the beach after dropping my son at school. Because it was a Friday morning, the beach was empty except for the local regulars out for their early stroll.

I walked a long the surf and periodically let the cold foam splash past my feet and then recede back into the next approaching wave.

Early morning along the coast is also breakfast time for sea creatures. A few otters were lying on their backs just beyond the breakers: their slick black heads turning toward me as if to nod their "good morning."

There were Sandpipers running after the receding surf, pausing log enough to dip their long beaks into the sand before outrunning the next wave: their spindly legs blurring into invisibility as they ran.

Seagulls picked over the remains from the previous day's beach visitors.

Above, a flock of approximately one hundred Brown Pelicans flew in a v-formation. I watched as they broke apart into smaller subgroups and circled back in a wide banking turn.

The group descended to glide together just inches above surface using their superior eyesight to spot small fish swimming beneath them. Finally, they climbed a bit higher, circled back, and performed their characteristic dive into the ocean.

Upon resurfacing, the leathery pouches beneath their elongated beaks contained whatever prey they'd targeted.

So what's this got to do with marketing?

Consider this…

Pelicans are expert hunters. I observed that in only a few moments. But I wasn't the only observer present that Friday morning.

Accompanying the pelicans on their early morning hunt were several other species of birds.

These smaller birds flew along side the pelicans like a pair of fighter jets accompanying a B-52 on a bombing run.

When the pelicans banked in a sweeping turn, so did the smaller birds.

When the pelicans descended into their glide over the ocean surface, so did their wingmen.

When the pelicans dived into the water to capture their marine prey, the smaller birds followed.

Why? By following the pelicans, the smaller birds were able to hunt more effectively.

Let's face it; pelicans don't fly around the beach for fun.

They're after food. So are the smaller birds and by following their larger competitors, they were assured of finding enough to nourish themselves.

Marketing Lesson #1: Pelicans are everywhere in business.

They inhabit the forms of the "successful" people in our business. Could it be that if we were to "follow" their examples and study what and how they accomplish their results that we could, like the smaller birds, be assured of our own catch?

Case In Point--

Some years ago, my friend, Kathy, owned a retail dress shop. When I asked her about advertising, Kathy - who studied marketing in college - told me that she didn't bother with advertising.

Instead, she waited until she saw the flyers and mail inserts for the mall anchor stores (Macy's, JC Penney, etc.) advertising their big sales.

Since Kathy knew that the mall would have increased traffic on those days, she'd hang a banner displaying "CLEARANCE SALE TODAY" in front of her store on the day of the Macy's or JC Penney sale.

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Do you know a 'pelican?' Who do you consider to be one of the top performers in your industry?

If you could discover what makes them successful, what would stop you from taking the same steps?

Most top performers aren't threatened at all by someone adopting their business tactics. They know that there is enough business out there for everyone.

Like the pelicans, they know that their success will attract followers.

Another observation that morning was that the pelicans didn't bother resisting the actions of the smaller birds.

Marketing Lesson #2: Pelicans don't mind if you copy their principles of operation.

Chances are that the pelican of your choosing did the same thing when she began her business.

It's a part of the complex and ongoing process of observing what works for others, learning about how it effects your situation, and implementing those processes.

Case In Point--

In 1951, Jack-In-the-Box opened the first "Drive-Thru" fast food stand. Since then, McDonald's, Burger King, Wendy's Hamburgers, Wienerschnitzel, and even more recently, Starbucks Coffee have copied this business delivery idea.

NB: Mimicry is one thing, stealing is another. Never, ever steal anything unless you like being arrested, sued, and have a fondness for stripes.

By observing a pelican in your industry and adopting their methods of operation, you'll find plenty of opportunity alongside even the largest competitor.

Finally, I observed that as the morning passed, the number of smaller birds accompanying the pelicans decreased. This is only natural.

Pelican are big birds with a need for a lot more fish to sustain their efforts. Once they were full (or tired), the small birds left for other activities and once again the pelicans were free to hunt alone or with other pelicans.

Marketing Lesson #3: When hunting with a pelican, know when it's time to break away and regroup.

Pelicans have staying power. They're larger, can endure longer hunting sessions, and will catch more fish.

The smaller birds get their fill and must break away to do other things. But one thing is certain.

The next morning they're back there again flying shotgun with the big guys.

When you find a pelican to observe, write me and let know how things turned out. You can shoot me a note here: Barry@BarryMorris.com.

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Byline: Dr. Barry W. Morris is a writer, speaker & consultant. He works with business owners who struggle to stand out from their competition and attract more business. He can be reached at Magnetic Communications & Consulting, 204 Burnham Ct., Aptos, CA 95003 (831) 612-1047.

About the Author

Is your small business strugling to "Stand Out" from the competition? Are you tired of chasing clients and want to attract new clients easily and wiith greater regularity? Dr. Barry W. Morris, owner of Magnetic Communications & Consulting, helps business owners who struggle with these issues. Get his advice weekly by subscribing to The Marketing Syntax Ezine: Check out http://BarryMorris.com for details.