We’ve just received an Autumn garden centre brochure in our letterbox from the local home and garden centre.

Full colour glossy brochure, 4 large pages and 8 pages inside.

In Melbourne, we’ve just hit stage “3a” water restrictions — as water is a huge issue at the moment. It’s the subject of political discussions, business discussions and discussions at the kitchen table. I’ve been at two functions recently (family birthday and a Rotary event) where everyone was swapping tips on water saving things they’re doing at home.

So along comes this 12 page glossy brochure.

Does it mention water saving? Is water saving the “theme” of the brochure?

What’s the latest news on saving water at home? What can you do for me to help, oh local garden centre?

No, water conservation hardly rates a mention. The 2 pages of water saving plants require 8 to 12 weeks where you have to “water the plants well” — the catalogue looks like it was produced for just a regular Autumn — completely missing a massive business opportunity.

Water tanks are in short supply. To address this would be, in Collier-speak, very clearly part of the “conversation the buyer is already having with himself” (not an exact Collier quote, but along the lines of what he says in The Robert Collier Letter Book. It would be ideal for sales maximisation.

Apparently, this garden centre does have an a-frame out the front talking about ways to save water, as my wife Mel will attest to on recently driving by. But what a missed opportunity to not make this the theme of their catalogue (the first we’ve had for over a year).