Lessons From a Panhandler

According to Rita Lussier, as published in the Providence Journal, Providence, RI, there’s a panhandler “just beyond the Point Street Bridge” who really has his act together. I have to wonder if somewhere along the way he’s gotten his hands on a copy of Duct Tape Marketing. He’s hanging out on an extremely busy street, during rush hour, with traffic just crawling along, holding a sign that says,”Not high. Not drunk. Just hungry.” His other hand holds a Whole Foods bag.

Let’s examine this a bit closer. Duct Tape Marketing is a concise, systemized, seven step program. Those steps are:
1) Define your target market
2) Identify what makes you unique
3) Provide genuinely useful free information
4) Generate leads that allow people to find you
5) Design a process to convert those leads
6) Leverage technology and the web
7) Stick to a set schedule

Let’s see how our guy did.

• Define your target market: Yup, he sure did! If you want money you have to get it from those who have it. Who better than the affluent East Sider?
• Identify what makes you unique: Again, Aces! Most panhandlers are drunks and drug addicts and people are not as likely to donate money if they think they are contributing to someone else’s downfall. Plus this guy is a Whole Foods guy. A tree-hugger, kind, organic, pure! It cements his message. He doesn’t just say he’s not drunk or high. This guy brings props. Plus since a good portion of his target market shops at Whole Foods, he’s giving them a reason to identify with him. It doesn’t get much better than that.
• Provide genuinely useful free information: Again, yes, he’s telling the occupants of the passing cars that not everyone without a job is a derelict. He’s saying that bad things happen to good people too. Not only is he providing useful free information, it’s one that reminds us how fragile life really can be.
• Generate leads that allow people to find you: Oh, my, has this guy generated leads! I wouldn’t be a bit surprised if he hasn’t generated a few job prospects as well.
• Design a process to convert those leads: That’s pretty simple in his case. All he needs to do is to keep showing up with that bag. Of course if he has a cute little kid to carry another bag so they can hit both sides simultaneously, he could convert twice as many leads between the changes of the lights.
• Leverage the web and technology: He’s certainly done that simply by being talkable. The newspaper writer wrote. I’m writing, and I’m sure dozens of others have gotten wind of this and are Tweeting, blogging, and Facebooking.
• Stick to a set schedule: From what I hear, he’s there every day so that’s pretty much that!

So, that’s the lesson from a panhandler. You need the right street corner in the right section of town at the right time of day with the right message and the right props. Be talk-worthy. Be consistent. And – always say Thank you – sincerely!