© 2006 Dream Merchant

Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com

WHAT THE HOMELESS TAUGHT ME ABOUT MARKETING MY HOME-BASED BUSINESS.

Can the Homeless Teach us Anything? Absolutely.

By Chris Stirling

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 requests and continue on my way.

Except yesterday.

Yesterday, I had an eye-opening moment, actually two moments, that happen 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 two 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 by 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's okay. If I believe in my message, eventually I'll 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 seventh or eighth car hand him some change, I realized this man had also taught me two lessons about marketing:

3. A Captive Audience is Valuable--This man realized that standing on the side of the road was not 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. He was able to tell his story on the piece of cardboard and tell his audience why he needed assistance. This type of exposure is extremely valuable to this man. The increased exposure time resulted in his not receiving "spare change," but rather paper money. I realized that I need to get my message onto locations with a large captive audience to be successful.

4. High Traffic Areas are Worth the Cost--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 out, asking for help. I'm 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 a forgotten lesson. Often the high traffic locations can be more expensive or more difficult to secure, but if you're 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. I plan on putting them into action immediately. 

Chris Stirling is the owner of http://www.stirls.com and publisher of Work At Home Top Picks Newsletter. His Home Business Directory website is designed to help other people achieve their goal of having their own work-at-home business. Visit the site at: http://www.stirls.com

         

            

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