This morning I was driving along, minding my own business, when I encountered a dozen or more enthusiastic young people waving home-made signs for their car wash. My car was due for a wash, and I do like to support folks who are willing to get out there and work for a cause, so they had my attention.
Then I spotted the sign: The one that said Make Mom Happy and Wash the Car
That was completely unfair – but effective. 🙂 In fact, far more effective than a hand-scrawled sign has any right to be. If your neighborhood is anything like mine, you’ve passed hand-written signs guaranteeing to refinance your home, offering a lucrative work-from-home job, or perhaps something else that might sound a little too good to be true. I don’t pay them any attention; do you? Their rough nature doesn’t instill confidence that the people who created the signs are really in the business of high finance or sophisticated marketing.
Why was this sign different? For starters, the people who made the signs were right there, waving them. They were also doing the work (washing cars) right there on the corner, so I could see that actual work was being done – and was being done well.
They also had a great outbound marketing hook: A tie-in with Mother’s Day.
One more thing they did right: They thanked me. In fact, they thanked me when I pulled-in, thanked me while they were washing my car, and then thanked me with a sign as I departed. With some establishments not even bothering so much as a verbal thank you, I found this incredibly refreshing and gratifying.
My car is cleaner, my wallet is lighter, and their friends get to go on a trip overseas. I think everyone is happy with the transaction. That’s Win-Win!
What was the last time you felt this good about a purchase?