I always apply my favorite quotes to work, that’s what makes them resonate so well for me. My favorite television quote of all time is from Fox Mulder on The X-Files. “If coincidences are just coincidences, why do they feel so contrived?”
Very often, budget is better spent bypassing traditional media and by putting your product or service directly in the path of those you wish to reach. Get in front of people, be in front of them at the time they decide they need you, make that coincidence happen.
How do you do that? Get creative, be clever, have a plan, and do things differently. Make the best use of grassroots marketing and event tie-ins, pitch the media with a unique twist to be included in stories not directly related to promoting your product or service, don’t push your services on anyone but be in front of them when they need you.
Making coincidences happen may not always be the easiest route to follow, but it can be very effective. It’s also more cost-effective to cleverly find your audience than to try to beat them into submission with TV and radio and Google Ads.