What Homeless People Can Teach You About Advertising | Video Army

March 30, 2010

Posted on March 29, 2010 by CJ Bruce // View Comments

We are bombarded by hundreds of advertisements a day and when it comes down to it, most of them want our money. People on the street asking for money are operating in a similar way. What separates the winners from the losers? It’s all about how you ask.

The range of questions varies. Do you have any spare change? I need a dollar for XYZ. I just got laid off/fired/divorced/discharged. Need money for food/beer/drugs.

These are the common questions that get lackluster responses at best and usually a reactionary “I don’t have any”. Advertising for your business works the same way.

As your potential customers work their way through life online and offline they are constantly being presented with products, requests, deals, sales, bonus packages, limited time offers and unbeatable deals! What can you do to separate yourself from the pack? Capture their attention and provide value.

The other day I was walking down the boardwalk in Venice and a guy stopped me. He said “I can tell you how old you are, where you are from and when you will die for a dollar”. I was like “All that for a dollar?”. I gave him a buck just to see how this would work. Then he says, and I’m paraphrasing, “You’re as old as the universe, born from creation and will never die because your energy will live on outside of your physical being.” He got me.

The point is that by using that approach, he stood out from everyone else and was actually able to capture my attention. That’s the biggie, capturing the attention of your target audience in the midst of thousands of others trying to do the same. While he didn’t answer the questions in the way I thought, it entertained me and my friends which was worth a dollar.

What are you doing to separate yourself from the competition? Do you have an interesting story about how you cut through the clutter? Or a story about how someone cut through to you? Share your experience in the comments below.

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