Like so many people in North America I live in a city that has too many people
living on the streets and who are homeless or in need of financial assistance.
So often these people approach me asking for "spare change" or "help". I always
just ignore these request and continue on my way, except yesterday.
Yesterday I had an eye opening moment, actually 2 moments, that happens every so
often. You see I was minding my own business walking along the sea wall in my
home city. I just happened to be walking behind a person asking for "spare
change" from every person he encountered on the sea wall. He was not very
successful as most people just pretended they did not hear the request or even
see him. But, every 20th person, or so, he would encounter a receptive individual
who would indulge in his request for "spare change". This man taught me 2
lessons:
1 - Be consistent with your messaging. I'm sure this man did not do much scientific
testing but he did believe in the message of "spare change" and he delivered his
message to every person he encountered with confidence that it would be successful
eventually. I realized I could do the same with my marketing message. Instead
of having multiple marketing ads out there I should find a message that works
and run with it.
2 - Every "no" gets you closer to a "yes". This man was never deterred by a
person ignoring him or a "no". He just continued on, knowing that eventually
he would receive a "yes". I realized this is the same for my business. Not
everybody will be interested in my home based business opportunity or products
and that is OK. If I believe in my message, eventually I will encounter someone
who is.
Later that day I was driving home and I noticed another homeless man standing
at a very busy stop light intersection holding a cardboard sign asking for help.
As I was sitting there waiting for my light to turn green watching every 7th or
8th car hand him some change I realized this man also taught me 2 lessons about
marketing:
3 - A captive audience is valuable. This man realized that standing on the side
of the road was no good for him because there was no foot traffic and the cars
would not stop to read his story. Once he stood at the intersection he knew that
people would be stopped at the location for a couple of minutes giving him time
to have his message read and increasing his chances of receiving help. His
message was more elaborate than the "spare change" request of the first man I
encountered today. He was able to tell his story on the piece of cardboard and
telling his audience why he needed assistance. This type of exposure is extremely
valuable to this man. The increased exposure time resulted in him not receiving
"spare change" but I saw people giving him paper money. I realized that I needed
to get my message onto locations with a large captive audience to be successful.
4 -High traffic areas are worth the costs. This man did not choose any intersection
to stand at, he chose one of the busiest ones in the city. I then remembered
yesterday there was a man at this location but not the same person as today. In
fact I have never been at this intersection without someone standing there with
a sign asking for help. I am sure this location is difficult to secure but for
the person who does get there first they will be rewarded. This is not a revelation
but it can often be forgotten lesson. Often the high traffic locations can be more
expensive or more difficult to secure, but if you are willing to do what it takes
to get your message seen in this location you will receive the fruits of your hard
work.
Today I gave "spare change" and "help" to two homeless men in my city and they
both gave me lessons that were far more valuable. I saw these lessons in action
with results I would be happy with in my own business and plan on putting them
into action immediately!
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