Manizesto

Some panhandlers are extremely successful. What’s interesting is how their success translates to marketers like you and I. Aside from learning to communicate a message in just a few words - something everyone should learn to do, and a reason I like Twitter - they have figured out how to get people to take an action. That’s what all marketers want, right?

But what’s more, the action they take has no substantial payoff for the “customer”, the payment goes to an entity with which the “customer” has essentially no relationship or brand, and “customers” understand there’s a high chance the money will not be used very wisely. It’s every marketer’s dream! :)

Here are 6 approaches panhandlers take that you should too:

1. Blunt Object. “I’m not gonna lie, I need a drink.”
Marketing Version: You will save 5% on your next purchase.

Why it works: This is tell-it-like-it-is marketing. No fancy talk. No gimmicks. No strings attached. The honesty is refreshing, so people respond.

2. Vague promise w/ future benefit. “God Bless You.”
Marketing Version: Grow Your Business with our product

Why it works: Who wouldn’t want a blessing from God? Who wouldn’t want their business to grow? You’d be crazy not to want that. And all it takes is one small payment? Done and done!

3. Reverse Psychology. “Betcha can’t hit me with a quarter!”
Marketing Version: “Bet You can’t eat just one.”

Why it works: It worked when we were kids, and it still works, albeit in a more subtle way, today.

4. Sob Story. “Son in hospital. Stuck on the road.”
Marketing Version: Pablo is an orphan suffering from Malaria.

Why it works: Tugging at the heart strings brings out emotions which lead to action. Bonus - you feel like you’re doing something selfless (even though you’re not).

5. Specific Need. “Need .43 cents for bus pass. Please help.”
Marketing Version: You only need 84 more miles to become a Platinum Medallion Member.

Why it works: You’re setting clear expectations of what the customer has to do and what they’re receive in return.

6. Infomercial. “Will Work for Food.”
Marketing Version: You’ll get skinnier, for only $12.95/week.

Why it works: The promise is built up, followed by the price. I will do work for you; if you’ll just give me some food. There’s a reason infomercials don’t say “It costs $20, but you get something great!” Because you’ve positioned something with a known value (money) before something whose value you now have to prove afterward. It’s much, much easier to build up the value first, then show it only costs $20.

Bonus: Humor. “Ninjas killed my family. Need money for Kung-Fu lessons.”

Why it works: It make people feel good, and emotions are 90% of why we make purchases (the other 10% being rational).

BTW, most of these are actual signs held by actual panhandlers. You can see them here.

[More panhandling tips here.]