People generally see what they look for and hear what they listen for. -Harper Lee
Indeed, Harper Lee says it quite well ~ If I'm uninterested in what you are selling, I'm not going to notice your marketing. Period
Case in point. We switched providers a few years ago for our cable service. Other providers pepper my post office box with direct mail, but since I'm not looking to change the materials are generally tossed aside. However, my daughter headed to college and she and her roommate are setting up their new apartment with subscribing to cable TV and Internet service on this week's to-do list for them. I was online and up pops an ad for a college student special. Now Comcast has my attention since the savings match the girls' need and my budget. Any other time, the marketing would have gone unnoticed, but, as Harper Lee so aptly describes, Comcast was offering the right message at the time I was listening.
A similar example occurred this summer during the fifth annual Twilight Performance Series at CSM. An exuberant 5-year-old was having the time of her life enjoying the music of "Another Level." She hardly sat still a moment, jumping and dancing in time with the toe-tapping beat. Smiles galore, and mom, grandma and grandpa were all reveling in pure enjoyment. I took a moment to chat with the grandmother and she mentioned that her husband had been scanning the newspaper earlier in the day to find something for them to do that evening, and he ran across the calendar listing for the free concert on the lawn. They decided it would be a perfect evening of entertainment for the mix of generations to enjoy. She said they had never noticed the offerings before that day.
It may often seem that no one is hearing you, but that is no reason to stop talking. Keep sharing your story. Tweak your message to match the seasons of time and of life stages. And when the timing is right, I'll hear your message.
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