This morning I read Seth Godin’s lastest blog post, The Panhandlers Secret“. He’s a marketing genius in my book (his success is evidence of it) and he has a way of presenting his message in a very succinct way and even better…his message leaves an impact. His post today includes the following story:
When there were old-school parking meters in New York, quarters were precious.
One day, I’m walking down the street and a guy comes up to me and says, “Do you have a dollar for four quarters?” He held out his hand with four quarters in it.
Curious, I engaged with him. I took out a dollar bill and took the four quarters.
Then he turned to me and said, “can you spare a quarter?”
What a fascinating interaction.
First, he engaged me. A fair trade, one that perhaps even benefited me, not him.
Now, we have a relationship. Now, he knows I have a quarter (in my hand, even). So his next request is much more difficult to turn down. If he had just walked up to me and said, “can you spare a quarter,” he would have been invisible.
Too often, we close the sale before we even open it.
Interact first, sell second.
After reading the above, I started thinking about how this applies to Kayne Interactive and what we are trying to achieve for our clients. We are after all an “interactive” company, so interaction is key to our business. And with the rising popularity of blogs and social networking, there is no better time than now to evolve your marketing campaign into an interactive format. Traditional media is one-way communication. You broadcast your message to a limited audience and receive little to no feedback as to who was reached or the impression that was left. Interaction on the other hand is two-way communication. Blogs and social networking encourage a community of people to interact with one another from the comfort and convenience of their homes and offices. The reach of your message is global, the potential size of your community is limitless, and your reader is engaged and ready to listen to your pitch (and provide feedback if they are so compelled). All this for less than the cost of running a traditional newspaper ad!