Opportunity Knocks
My Dad was so ahead of his time with regard to this mantra. He owned and operated a full-service, truly-customer-care store in a small town in Western Pa, sort of a Mom and Pop store, carrying work clothes, dry goods, hunting gear, some men's and women's wear, and Boy Scout uniforms and equipment.
One November, in the early 1950's he was the first merchant in the area to become aware of, and have in stock, something revolutionary...cutting edge, practical, desirable, the golden ticket of merchandise: men's thermal underwear.
So, what to do with it? Display it in his window? Run an ad in the local paper? Give it prominent floor space? Yeah, eventually, but not at once...not my Dad.
Getting Attention The Old Fashioned Way
The first thing he did was rent a freezer from a local appliance store, remove its lid, put it on the sidewalk right in front of his store. He hired a high school student, fit him up with some thermals, put him in the freezer, filled the freezer with ice, and placed a large sign next to the kid: I AM WEARING THE NEWEST THERMAL UNDERWEAR. I AM NOT COLD....AND WE'RE THE ONLY STORE THAT HAS IT!
Here's a "pop"quiz for you: How long did it take for my Dad's stock of long johns to sell out? His next two orders went faster than his first!
Tried and True Is Just Plain Tired
Now, here's what I coach my clients to do when writing cover letters, follow up thank-you letters, answering the standard interview questions: it's ok to be edgy...a little out there.
I implore sales people, fundraisers, professionals, and anyone with donors, customers, patients or their own, clients, even congregants: tried and true is just tired. Be edgy with style and class. Capture and keep their attention. Once you have, then, it's your time to fulfill your purpose and achieve your goal.