Everyone is a marketer

My latest two trips landed me in Chicago and New York, where I chatted with (and befriended) many incredible hoteliers. In both cities I also encountered highly effective panhandlers who’s approach was far more effective than the cliché call for spare change.

In Chicago, a man who I would later come to know as “The Shoe Shine King” approached me and pointed to my doggie bag from Giordanos. He began our chat by complimenting me on my pizza choice. Then he took notice of my rain soaked, dirty shoes. Since he had already dropped my guard with friendly conversation, I didn’t automatically reject his offer to help with my shoes. Before I knew what was happening, he was on his knees scrubbing my shoes. At this point I felt it was too late to turn back, so we enjoyed a chat about the upcoming Cleveland Cavaliers season. After he was finished, my shoes were bright white, and my wallet was $20 lighter as he charged $8 per shoe.

In New York, on the shuttle from Grand Central to Times Square, I met a man sitting in the middle of the car, with two drums at his feet. As the train rocked forward, he began musical poem about the simple act of smiling. His message was ignored at first, but one by one people (including me) began to listen to his uplifting poem.

His message was simple: smile more. Be happy that you’re alive and don’t sweat the small stuff. He had the charisma of a great preacher, and the musical talents, for both his rhythmic words and drumbeats, able to lull one into a near trance. Almost all the passengers watched, sat back, and grooved with the tunes.

As the train came to a stop, I expected the call to action – a demand for spare change. But instead, he politely requested that if you were moved to show a smile back. He never openly asked for money. But as people paraded past, at least a dozen people dropped off folded bills.

It reminded me of another effective panhandler’s story recalled by marketing guru Seth Godin on his blog. These stories show that we are all marketers, and that the approach is always critical. Successful marketers tell a story after they intrigue their audience. We are all inundated with similar messages, but these marketers broke through the noise with a unique catch, and topped it all off with a great service. Combine a unique catch with great service, and you cash in.