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Business Lessons from a Blind Man

 Published on: 14th September 2016   |   By: Nik Allen

There’s a great tale which highlights the importance of the message your business sends out.

Get it right and you’ll attract new customers. Get it wrong and your business will flounder.

Any here’s a story worth sharing about getting your all important key messages spot on.

An old blind man was sitting on a busy street corner begging for money. On a cardboard sign, next to an empty tin cup, he had written: ‘Blind – Please help’.

No one was giving him any money.

A young advertising writer walked past and saw the blind man with his sign and empty cup, and also saw the many people passing by completely unmoved, let alone stopping to give money.

The advertising writer took a thick marker from her pocket, turned the cardboard sheet back-to-front, and re-wrote the sign, then left.

Immediately, people began putting money into the tin cup.

After a while, when the cup was overflowing, the blind man asked a stranger to tell him what the sign now said.

“It says,” said the stranger, “‘It’s a beautiful day. You can see it. I cannot.’”

Sometimes your business just needs to refine its marketing messages to get better results.

It could be by promoting a new special offer, exciting promotion or highlighting a certain aspect of your product or service.

An America garage and petrol station chain changed its fortunes for the better simply by advertising that their pump attendants ran to your car when you pulled up so that they could help you more quickly!

Last month our team of designers refreshed and redesigned more than 18 adverts to help our advertisers get their messages spot on. And in turn win more customers.

Thanks for reading,


PS: We’ve received some incredible entries for the My Local Heroes Awards 2016. If you want to nominate someone or book tickets please send me an email.


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