I bumped into a girl that I had gone to high school with at a house party, eight years after we graduated. Her name was Sandra, and WOW, looking at her was very easy to do. Striking hazel eyes big enough to get lost in causing me to stare just a little too long and warm olive skin normally reserved for Portuguese Royalty. I barely knew her in school, but man, did I ever want to get to know her now.

We didn’t run in the same circles back then. She was in the cool kid group and I loved joining every club and team that would have me. How am I going to get her to take notice of me?

I mean, why not me? I’m kind, honest, and successful. Work hard and do my very best every day. I’m not devilishly handsome, but I can definitely put myself together. So, how do I get her attention? How do I let her know that I am interested in getting to know her?

Actually, this is very similar to a business trying to capture a prospect’s interest. You have an awesome business and you love what you do. You are good at it and truly care that what you do will positively affect your customer. But just because you have built a better mousetrap doesn’t mean the masses will buy it.

Psychologist, Steuart H. Britt, famously said “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”

That’s why I acted like a fool at that party to gain the attention of fair Sandra. Letting everyone know that I was wildly entertaining and letting Sandra see that everyone enjoys my company… Well, at least they liked laughing at my foolishness.

Speaking to the masses is the only way to have the masses buy your mousetrap. Radio, TV, Billboards, and even some digital media can be used to speak to as many people as you can at once. The only thing is if you really want to capture their attention you need to not only be entertaining but also stay on their radar. You will not be successful if you dabble in advertising.

That’s why I made sure to get invited to as many of the same events as sweet, sweet Sandra. Staying on her radar, never letting her forget that I am becoming an important part of her life. Parties, outings and even sending emails and text messages.

The secret to staying in the minds of the masses is clearly written on pages 126 & 127 of Secret Formulas of The Wizard of Ads written by Roy H. Williams. He states:

“To become a household word, you must buy at least twenty-one radio ads per week (plus or minus 2 ads), per station, 6 AM to 7 PM or 8 PM, fifty-two weeks per year, on as many stations as you can afford. Plan to endure minimal results during the first eight to thirteen weeks of your schedule. This is known as the “chickening-out period.”

There are other formulas for TV, billboards, and digital advertising, but the point is you need to speak to as many people as possible, as often as possible.

Well, 2 weeks into my campaign of love, I find out that the object of my every waking hour is… wait for it… dating someone already. KEVIN… Oh, and he’s a DJ. How cool is that? How can I compete with that swagger? He is working the coolest parties in Toronto and showing Sandra the time of her life.

Let’s face it. You’re not the only mousetrap craftsman out there. Yours is better, sure, but how much better, or cheaper, or, or you have free parking, or well….

It’s okay, breathe, Strategy eats Swagger for breakfast. Do the research. Find out why people love buying from you or why they stop buying from them. How are you different? What do you do more? What is your bold strategy to stand out? Wrap it in an entertaining story.

Ya Kevin is “cool” cause he’s a “DJ”, but he is busy every weekend and has to work until very late at night. Valentine’s Day, New Year’s Eve, and Halloween are always shared with 500 or more of his closest strangers. So, my strategy turned into inviting Sandra to all the special events that DJ Kevin had to work. Intimate settings of close friends talking and laughing and… well, all the things she couldn’t get from the other guy. This is the “long game” and when she is ready for better, I will be there.

Customers that you dare to wink at during the bright and shiny day with a cleverly planned strategy wrapped in a wildly entertaining story, well… they will know what you do… and will take you up on it, I promise. Remember, the key is to play the long game, don’t chicken out, and remain awesome.

And, if you need a nudge in the right direction, let me know, ‘cause 6 months after I started my campaign of love, Sandra gave me her heart, and I still have it… 23 years later.

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