AUDIENCE ANALYSIS – COBBLER STYLE !
Stepping out to meet a client, I noticed I’d forgotten to polish my shoes. I stopped by a roadside cobbler in Royapettah in Chennai.
Even as his hands worked on my shoes with the dexterity of a surgeon performing a complicated task,he would regularly seek the attention of prospective customers.
When locals passed by, he said, “POLISH! POLISH ! “
And when a foreigner went past, he called out-” SHOE SHINE ! SHOE SHINE !”
I complimented him on his ‘know your audience’ pitch and he excitedly told me he learnt it from his European boss when he was working for a now- defunct leather firm.
Sixty five years old, with his children happily married and settled, he doesn’t depend on them and takes pride in his skill and there’s a zing in his voice as he goes about his job !