Customer Speak – A Marketing Blog from Bridgz Marketing Group

And now, in the category of worst practices for online direct marketing, the winner is: the Survival Seed Bank.

This seems like something right out of the back of a catalog mail order advertisement for bomb shelters back in the 1950s. In this case it’s targeted at a growing population of survivalists who believe the end is near, and the first thing to go will be our food supply.

The worst part is it appears to be working, which validates the premise of marketing best practices — that emotion drives response more effectively than rational consideration, with the two most powerful emotions being fear and greed (both of which come into play in this campaign).

The product is the Survival Seed Bank, a sturdy container that can be safely buried underground for up to 20 years, keeping your survival seeds secure and ready to plant when needed — and it is strongly suggested we’ll be needing our seeds sooner rather than later however.

“As the meltdown progresses,” the ad copy reads, “one of the first things to be affected will be our nation’s food supply, so we should expect soaring prices and moderate to severe shortages as early as this spring. If you don’t have the ability to grow your own food next year, your life could be in danger.”

We are advised to take control of our own food supply immediately, and that means having enough non-hybrid seeds to plant an acre or two. “It could mean the difference between life and death.”

Those who do not have an acre or two, or who can’t get their seeds in this spring, are advised to buy the survival seeds anyway and bury them in the special vacuum-packed container (the bank), to protect from theft, pillaging or confiscation, as “they will be more valuable than silver or gold when the meltdown comes.”

I’m starting to feel a little anxious and it occurs to me I may want to have a gun on hand to protect my survival seeds, just in case.

Then we come to the close: “The seed bank, which normally sells for $297 is now only $149, while supplies last.” Ah yes, the urgency; “there are only a handful left.” And of course the social networking and affiliate opportunities. In the latter we are encouraged to sign up to be an official survival seed bank affiliate, so we can put their banner ad on our website or blog and “start making cash now.” But why would I do that if there’s only a handful left?

Based on the number of results from a quick Google search there appear to be a lot of affiliates out there looking to make a profit on our impending doom.

It makes one proud to be a direct marketer.