Not long ago, a friend of mine opened a business in a relatively small town. He put sheets of newspaper over most of windows to cover them while he set up his jewelry store. All but one five-inch section, about the height of an average adult remained uncovered. Not deliberately, and for no particular reason.
However, something peculiar began to happen. Dozens of people stopped by to peer into the small uncovered section. Soon, clusters of curious onlookers would congregate outside the window and peer in then converse.
Before he knew it, a pervasive buzz had spread among the townspeople. He thought the interest he had garnered was a good thing, an indication his business would prosper.
He couldn’t have been more wrong.
When he removed the newspaper to put up the store signage, the people stopped coming by. When he opened his doors, the onlookers stopped inside to peruse his offerings, but seldom did anyone make a purchase. And the store continued to struggle until it finally closed less than two years later.
Why do you think interest waned?
The mystery had been revealed.
Keeping people guessing is a technique used by savvy marketers and copywriters throughout history. It is now the strategy behind Jelly, the latest venture from Twitter co-founder Biz Stone.
Admittedly, we’ll all be waiting to learn more about Jelly, we’ll also be waiting to learn how it succeeds.
How is a “keep them guessing” strategy pertinent to staffing firms?
While there will always be those individuals who jump on the next big trend, those who are willing to take incredible risks (remember the gold rush?) for the potential big payoff.
Consider, though, the majority will be those who follow the process—and a process proves its worthiness by steadfastly accruing results in context over time. That is how empires are built.
ASJ Partners honors the marketing process that earns results.
We won’t put newspapers in your windows, build you an empire, or promise you will be the next big trend.
But ASJ Partners does understand how to move your staffing firm business forward. Whether you need brand awareness or a marketing strategy to build customer relationships, we have solutions to help you grow.
Contact Us or call 610-930-5300.
