Marketing

By: Mark Powers and Shawn McNalis, Atticus, Inc.

Years ago, while having lunch with a friend, I spotted a potential referral source I wanted to meet, dining at another table. He’d been profiled in a local magazine recently and I had long wanted to make his acquaintance. I gestured for the waitress and said, “Can you find out what he’s drinking?” indicating that I wanted to send over a drink. Upon receiving the drink he politely nodded his thanks to me, no doubt puzzled about who I was. I went over to his table, stuck out my hand and said, “I just read an article about you and I’d like to introduce myself.” We started talking and in the brief conversation that ensued, he invited me to a fundraiser he was hosting. I accepted his invitation and we’ve been friends ever since.

That’s how you think and act like a marketer. When serendipity presents you with an opportunity you capitalize on it. And when serendipity doesn’t present you with an opportunity, you create it.

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