10/22/2009
The World’s Greatest Marketer
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A few Sundays ago I met the world’s greatest marketer.
I was not at a Web 3.0 convention or a Fortune 100 firm or a seminar at the University of Chicago. I was leaving church.
Standing on the sidewalk at the church’s parking lot exit was a young woman holding a sign and carrying a cup. Her clothes were old and a little tattered, but she had obviously taken time over her appearance and carried herself with dignity. The sign, written on cardboard, said something to the effect -
Please help me. I am a single mother with two children, trying to find a job. We need money for food and clothing. God bless you.
The woman’s plight moved me, and I gave her some money as we exited from the parking lot to the street. I hope she and her family make their way through these difficult times.
As a human being I was saddened by her suffering. As a marketer I was blown away by her strategy.
Timing. Asking for donations to relieve human suffering as people are leaving church – how could the timing be any better? Most often, companies send out their marketing messages at any old time. There is no catalyst to make people respond. In fact, asking for money when people are going about their business, with their minds on other things, is starting with one big strike against you. Think it over – when is the best time to send your message? Telemarketers notoriously violate the rules of timing when they call folks at home during dinner. Again, think carefully – might the timing of your message be worse than neutral?
Simplicity. The woman’s strategy and message were simple and straightforward. I got the message without even exactly reading the message. Complex strategies and intricate messages mainly confuse people, and confused people seldom take decisive action.
Originality. I live in the Chicago area, where, sad to say, hard cases press for money here, there, and everywhere – street corners, sidewalks, traffic intersections – you name it. But in all my years here, I’ve never seen anyone position herself – literally and figuratively – where this woman did. It seems so obvious … but I suppose most brilliant strategies do – after someone else has thought of them.
Resonance. It’s impossible to remain indifferent about this woman. Her appeal is deeply emotional. I hate putting it in these terms, but she paid careful attention to her content. She took the trouble to state her case. There was no guesswork involved as to her motives or intent, as there might be if a strange, shabbily dressed man or woman accosted you on the street. Do customers know where you are coming from? Do they care? Do you stir prospects into action, or is your message as flat as last night’s beer?
Positive Motivation. People asking for money on the street quite often put passersby on the defensive. Passersby may feel fearful or (again, sad to say) scornful toward them. A few may feel guilty enough to make a donation, but guilt or pity are rather negative motivators. The woman at church sought to inspire action by appealing to the sense of compassion and community and brotherhood that people presumably feel in high degree upon leaving church. She minimized potentially negative feelings by paying attention to her appearance. By refusing to take a “woe is me” stance, by asserting her human dignity, she reinforced the positive appeal of her message tenfold. Emotional messages are not enough – is your marketing message hitting the right emotional buttons?
Believability. There are cynics out there who believe every person asking for money on the street is running a scam. Ridiculous and contemptible as that attitude may be, it exists to a much greater degree in the business world, and perhaps with greater justification. Sure, the woman could have been making up her story, but if so, her audacity is admirable. I believed her. Nope, this woman couldn’t lose with me. Even if I had suspected her of running a scam, I would have given her money anyway as tribute to her ingenuity. What about your marketing message? Is it believable? And … are you brilliant enough to give skeptics a reason to buy, too?
On this blog, I like to talk about marketing strategies, tactics, and techniques. The world’s greatest marketer in the world made me feel woefully inadequate – at least as far as my blog is concerned. Reason being, she reminded me that marketing is much, much more than what’s going on in one’s head. Marketing is about heart and yes, even soul. Let’s hope that, in the interest of sustaining a strong economy where can people find work, we marketers always remember this.
23 Responses to The World’s Greatest Marketer
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Brad, excellent marketing insights coupled with compassion and respect. I pray that woman and her children make it through these hard times. In addition to marketing, there is a sales lesson (or two) here – not being afraid to prospect or go for the ask, answering objections before they’re asked (the sign answered “why?”) and so much more. This is a post that inspires on so many levels, thanks for writing it Brad.
Hi Karen, My guess is there are far more people facing this woman’s plight in your area – it’s quite sad. But there are many more lessons here, and you touched on a few. Her simple sign really did cover a lot of bases that sales people regularly miss. Perhaps it’s a matter of having enough motivation?
Timing, believability, simplicity of message – this woman has got it all figured out. If it’s just an act? It’s quite understandable you’d give her the money anyway for her audacity and great reading of the situation.
If her plight is indeed true I just hope she bounces back real soon. She’s got a good head for marketing. I hope she has a career to go back to and take a crack at business.
Love the mix of personal story, narrative in your post. Makes it more compelling!
Hi Jan, Thanks for the feedback. I need to be more observant so I can write more posts like this!
Brad,
This story is the perfect example of business imitating life–as it so often does! How observant and insightful of you to draw so many valuable marketing lessons from your chance encounter with this woman after church. There’s certainly much to be learned from someone who can be so resourceful even while “down and out”! And if these principles can help someone in her disadvantaged situation, imagine how valuable they could be to already prosperous businesses.
Wonderful observations!
Jeanne
Hi Jeanne, Thank you. Business imitates life, and life puts business in perspective. This whole episode is, I hope, an illustration of both points.
I think you’ve succeeded on both counts, Brad!
Observation is a great teacher. I think often companies are afraid to just put it all out on the line in a clear, concise, take-it-or-leave-it manor like this. Great post Brad.
Thank you so much for this post Brad, really well thought out and delivers a great message. I think the impact this has had on you is reflected in what you write and makes others think more, not only about their marketing campaign but about others and the plight they face everyday.
Great message, Brad.
That woman could have been my mother, my sister. She was someone’s daughter, someone’s friend. She’s one of us – at her best, and at her worst – she’s one of us.
Real or not, she was a persuasive woman with purpose.
In terms of persuasive language, I noticed…
Her politeness: “Please help me.”
Her inclusiveness: “We need…”
Her handling potential objections upfront: “trying to find a job”
Her adding value: “God bless you.”
Her logical rationale: “We need money for food and clothing.”
Excellent example, Brad.
Thanks.
Robin
Hi Fred, The best sales people I know have tremendous passion. Marketers, too. Perhaps that is how they overcome fear.
Jenny, It never hurts to see things in perspective, does it? Glad the post helped.
Robin, Excellent points all. Goes to show you don’t need fancy words to get your message across. Speak from the heart.
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You have a very good heart buddy.
Hi Meryl,
I’m almost on top of the mountain – when I get there I’ll enjoy having a look at these.
Also, did some Christmas shopping on Amazon this weekend. Got a copy of “You can’t drink all day…” for my sister. Can’t wait for her reaction!
George
George Angus’s blog …New 10K Challenge Day
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George, keep climbing! You can do it! Please let me know what your sister thinks of the book. It was such a fun read.
This comment was originally posted on Meryl.net
Brad,
That woman did not have a marketing degree from Harvard, but she obviously had something a great deal more valuable – a good old dose of plain common sense.
I can relate to your comment on timing, an area where I certainly made one crucial error on one occasion. About six years ago, I was President of the local Toastmasters Club, a public speaking organization. In an effort to promote our club, myself and another member were interviewed on a local radio program. The interview went extremely well, except for one thing – at the time of the interview, our club did not have another meeting for another two weeks. It wasn’t until after the interview that it really hit me that no matter how impressed any listeners might have been, they would more than likely have forgotten about it by the time the next meeting came around.
Never mind – you learn from your mistakes, and you only stumble if you are moving.
Thank you so much for this post Brad, really well thought out and delivers a great message. I think the impact this has had on you is reflected in what you write and makes others think more, not only about their marketing campaign but about others and the plight they face everyday.
Ricky, Thanks for your kind words. I hope the post accomplishes just what you say.
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