By Peter Lyle DeHaan, PhD
There was a local coffee shop that I frequent, which given that I don’t drink coffee seems a bit strange. Even so, it was a great place for meetings and I generally found myself there at least once a week.
I noticed a free newspaper there. Actually, calling it a newspaper was generous; “news sheet” might be more accurate. It was a single 11 x 17 piece of paper, printed on both sides and folded twice.
On each side was a center column of random news trivia, with a column of local ads on each side. Presumably, they had not sold all the space, as many ads were repeated on both sides, along with a couple of “your ad here” fillers.
Ever curious, I checked their Website and was treated to a “Website coming soon message.” Assuming the site was down, I called them only to learn that they were still working on it. The owner was not embarrassed by this fact but was rather nonchalant. Three weeks later, the site was still “coming soon.”
You would think that if your site was still under development you would not prominently advertise it. That does not send a positive message to potential advertisers. It would be like publishing a phone number knowing it was not working. What right-minded business owner would do such a thing?
Upon further investigation, I found that the content of the “news sheet” is syndicated and distributed to local, exclusive franchises who sell ads and distribute it.
How do I know this? Because the franchiser’s website was working.
Read more in Peter Lyle DeHaan’s Sticky Series books, including Sticky Customer Service, Sticky Sales and Marketing, and Sticky Leadership and Management featuring his compelling story-driven insights and tips.
Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his career. Common themes at every turn have included customer service, sales and marketing, and leadership and management.
He shares his lifetime of business experience and personal insights through his books to encourage, inspire, and occasionally entertain.