Arriving home at the end of a long day, I encountered that annoying site once again. Outside my front gate, in a plain white plastic bag, were more free phone books.
Every couple of months, these phone book fairies “bless” me with yet another set of phone books. I always throw them out.
I live on a densely populated street with mostly multi-unit buildings, all with locked front gates. Funny thing—as I looked up and down the street, all I could see were white plastic bags, clumped together at every front gate. It seemed that I wasn’t the only one who hadn’t claimed his free gift. What a bunch of ingrates we are.
And it will stay this way for a few days—no one wants them, so these bags will just sit there, getting water-logged if it rains, cluttering up the sidewalk.
It’s as if everyone has their own personal protest going on—“I didn’t order these darn things! They can come get them and take them back! Why should I have to take them in and throw them away?”
But, alas, after a few days, the white plastic bags begin disappearing, people realizing that the phone book people are long gone, onto streets miles away at this point, “helping” other neighborhoods stay informed. If I don’t pick this bag up and throw it away, no one will. It’s not fair.
So here’s my question: do people actually use phone books anymore? Judging from all the phone books left on the sidewalk in my neighborhood, I would have to say, ah, no.
Yet, at least for the Yellow Pages, there are pages filled with people who pay money to place an ad. Maybe these people know something I don’t—that actually lots of people still reach for that good ole phone book when they need to find the number to the pizza parlor.
I don’t think so. I use Google if I have to find the number to the pizza parlor. And since I have a smart phone, I don’t even need to go turn on the computer. The number to the pizza parlor is in my pocket.
And it seems others on my street are doing something similar.
I did another quick, informal test. There’s a box of free phone books on the street, next to all the newspaper boxes. See the photo—a box filled with phone books.
Now, take a look at my photo of the Chicago Sun Times box. Empty.
So what’s my point? BE RELEVANT! I’m primarily speaking to those who are selling ideas, products, or services (and in some way, we’re all selling something, even if it’s ourselves).
Do people want what you’re selling, or even giving away? Does it meet a need?
Or, perhaps there are some who want what you’re offering, but you’re selling to the wrong audience. Don’t waste your time offering phone books to people who don’t use phone books!
Life is way too short to be doing that.
However, bring the best of what you have to offer to the people who are thirsty for it, and watch the magic happen.
Otherwise, you may end up being a box stuffed with unwanted, crusty old phone books. You don’t have to be that person.
--Sean Cox, Chicago