A few weeks ago, I was in Austin, Texas, for an event and received some inspired business guidance from the randomness of sources.
Despite being allergic to gluten, I allow myself to cheat about once a year—typically on a Voodoo donut. It just brings back childhood memories of my dad’s love of donuts and the occasional Sunday custard-filled treat.
After 16 years of being entirely gluten-free, the once-a-year cheat doesn't seem to hurt me.
So, after convincing my friend to hit up the local Voodoo donut shop at 1 a.m. — have I ever mentioned that I absolutely LOVE late-night eating!? — we indulged in a super fancy donut with blue frosting and jelly filling right on the bustling main street under the vibrant night lights.
While sitting in the donut shop, a homeless man approached me and asked if I would buy him a donut.
The answer?
An immediate YES from me!
This man was so direct and confident in expressing what he wanted that I couldn’t refuse—zero hesitation.
From a marketing perspective, this guy was on point:
- Super clear on what he wanted: He precisely articulated his desire. Marketing expert Donald Miller emphasizes that clarity is key in effective messaging – a specific and well-defined message engages your audience better.
- No ambiguity in his ask: His request was direct and specific, leaving no room for confusion. Seth Godin stresses the importance of cutting through the noise with clear, concise communication that directly addresses the customer's needs.
- Confident: His confidence made it easy for me to say yes. Guy Kawasaki notes that confidence in your pitch can significantly influence your audience's response.
- Friendly: His approach was kind and warm, making the interaction pleasant. Gary Vaynerchuk highlights the power of empathy and friendliness in building strong customer relationships.
- Non-imposing, giving me space to respond: He asked politely and gave me room to decide without feeling pressured. Neil Patel advises creating a non-pressured environment to encourage genuine engagement and positive responses.
I don’t know Austin well, but it turns out he wasn’t allowed up at the counter (is that legal?), so perhaps that’s why he learned to be explicit instead of asking for cash.
But what a breath of fresh air to be asked a super poignant question that offered me the pleasure of responding with equal clarity.
Have you ever been on the receiving end of a vague question like, "What are you up to tonight?" in your dating life? It always gives me a twinge of discomfort because the intention behind the question is unclear. If he wants to ask me out, he should just ask directly. Probing for my plans seems ambiguous and off-putting.
Anyway, It was a hell yes for me to get this guy a donut.
I mean, if this was my yearly cheat food, surely it was going to make his night as well.
I picked out his donut of choice and got him a water.
He gave me a hug and a compliment (I think it was something along the lines of me smelling nice, haha), and he went on his way.
We all can learn a bit from my Austin friend. By incorporating these strategies, you can create a more effective and engaging marketing approach that resonates with your audience and encourages positive interactions.
To recap, here are some invaluable marketing lessons from this encounter:
- Be clear and specific in your messaging. Make sure your audience knows exactly what you're offering.
- Approach your audience with confidence. Believe in your product or service, and let that confidence shine through.
- Maintain a friendly and warm tone. Engage your audience with a personable and approachable demeanor.
- Ensure your request is direct but non-imposing. Make your call to action clear without being pushy.
- Create a non-pressured environment. Avoid high-pressure tactics; offer support and allow prospects to engage at their own pace. Remember, "bro marketing" is a thing of the past.
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As always, Live Large,
P.S. Let’s bring some of that donut-level clarity to our next project!
