Four Marketing Lessons fron a Homeless Veteran
****Four Marketing Lessons from a Homeless Veteran****
Near my home in San Jose, California there is a major
intersection near a private college where I used to work as Dean.
I've driven through this intersection hundreds of times and
have sometimes interacted with the homeless man who works it.
We've all experienced the scenario: A homeless person is
stationed at an intersection on the island near the left turn
lane holding a sign. The sign is made a of cardboard, and
displays a message that either requests food, money, or another
form of help. Most of us have given in to these simple requests
from time to time and handed over cash, fast food, or our own
lunch for the day.
At other times, we've avoided making eye contact, perhaps
offering up a prayer of provision for the lonely soul instead.
Today, however, I was immediately struck by several themes as I
passed by the man working this particular intersection. It
happened instantaneously and I was so overpowered by the
incident that I pulled over soon after to jot them down. They
form the basis of this article. What I realized was that this
man (I'll call him Jim) worked harder at his "job" than I
sometimes do at my business.
He's mastered some basic marketing skills that a lot of us solo
business owners need to be reminded of on occasion.
*The Four Marketing Lessons I Learned From a Homeless Veteran*
***Lesson 1: Know Your Message.***
Jim's message is simple and straightforward. And it leaves
little doubt about his expectation for audience response.
"Homeless Vet Needs Help."
It demonstrates the simplicity of a marketing meme.
A marketing meme (pronounced: meeme), is what we all strive for
in our core marketing message.
It short, simple, and to the point. It aids our target market in
remembering who we are, what we do, and how we do it. Jim's meme
appeals to the emotion of his audience. He understands the power
of the emotional headline, "Homeless Vet Needs Help."
I wonder if he realizes the impact of the words he chose? Or did
he just get lucky?
***Lesson 2: Keep Showing Up.***
Jim is at this intersection every day. He's a known entity.
I've come to associate this intersection with his presence.
One day I passed though and didn't see him. It was then that I
realized that I was looking for him. I wondered what time he
left, where he lived, slept, etc.
Jim's lesson to us here is that no matter what, we need to keep
reminding our audience that we're here.
They forget about us. Believe it or not, they don;t wake up
thinking about us.
"Unbelievable!," says my ego and yours. But it's true.
And though some members of our target market will state
otherwise (and do so my unsubscribing to our newseltter), they
really do want to hear from us.
Yes, they are barraged each day by hundreds of emails, countless
offers in the mail, and occassional door-to-door vacuum cleaner
salespeople, but...
They still need a reminder that we alone can solve the problems
that they experience in their business or in their life.
I wonder if Jim understands the power is his consistency? That
because of it, he's become a brand?
Does he know that I, and perhaps hundreds of others, now look
for him every time we drive through this intersection?
***Lesson 3: Repeat What Works.***
Jim does the same thing a hundred times a day. He waits until
the left turn lane is about six cars deep and then begins
walking the island.
He holds his sign, looks a bit downcast, making only momentary
eye contact with each driver.
When a window slides down or a driver sounds her horn, he is
quick to appear and accept her generosity with gratitude and a
smile that allows her to see his blue eyes. Now that she's seen
his eyes, he's no longer just a homeless person. He's simply a
person.
That's his thing and he does it over and over.
My thing is simple: I remain open to marketing lessons that I
encounter in books, online content, and life experiences (like
meeting Jim), and think about how they impact the solo
professional or freelancer.
Then I write about it and send it to all of you. I do this each
week.
So do you. You focus on what you do best, and keep doing it...
right? I wonder if Jim tconsiders the simplicity of his method?
I wonder if evaluates his progress on some mental spreadsheet?
***Lesson 4: Gratitude Drive Repeat Business.***
Jim is genuinely grateful for the donations of his customers.
He doesn't fail to say, "Thank you so much! God bless you, Sir."
Jim's gratitude makes me want to donate to him. Sometimes, I
give to him because I want my eight year-old to know that
compassion is an action and not just a feeling.
But at other times, I feel like perhaps Jim is taking advantage
of me. I wonder why he isn't working.
Then remind myself that he is working. And that Jim, at times,
is better at marketing his business than I am.
***Final Thoughts***
Jim is a really nice guy. I've spoken with him and I know that
his "job" isn't one of his choosing.
I'm not sure of his entire story, but one thing I do know.
Whether Jim realizes it or not, he taught me some valuable
lessons.
For that, I'm grateful.
Whatever your feelings about homelessness, vagrancy, and the
audacity v. embarrassment factor of begging for your sustenance,
I think we can all agree that some of the most visible
practitioners of this trade do a better job of marketing than we
do.