Stand Out

One of the best compliments I receive from clients and potential clients is, "You're different!" In a world of media people, advertising sales reps and what not, I strive to turn the tables and challenge my clients to sell me on them.

I'm in the idea business. And the best idea's come from a dialogue where I strive to uncover in 1 hour or less a uniqueness about my client that their customers would find appealing. And we go from there. I'll write more on my approach one day at the Not-So-Secret-Writings-of ScLoHo, but for now, take a look at what Drew wrote recently:

The Marketing Minute

Does being good make you invisible?

Posted: 11 Dec 2008 07:23 AM CST

I hope you're not good. Good is fine. Acceptable. Meets my expectations. Good is boring. In fact, for most of us -- it's invisible.

When was the last time you told a friend about an experience you had that was good? A meal that was good. Customer service that was adequate. Nothing wrong…but nothing special either?

You didn't -- right? Something extraordinary (good or bad) needs to happen to get you to tell someone about it.

We don’t notice, let alone talk about the ordinary. The expected. The good enough. We don’t get excited unless something extraordinary happens. That’s how we live our lives as consumers.

But when we put on our marketing hat, we’re astonished that the marketplace doesn’t applaud our efforts every day. Truth be told…many organizations are satisfied with just delivering satisfactory.

You don’t have to create a circus in your consultation room or have minstrels wandering through your store. You don’t have to serve gourmet snacks outside the dressing room. But you do have to find a way to infuse something remarkable into your product or service.

Now here’s the tricky part – it also has to be genuine. Consumers are not only jaded but they’re smart. Rightfully so – they hate being manipulated and they can spot insincerity a mile away. So a manufactured moment feels forced and insulting. The trick to creating the extraordinary is that it needs to come from the heart. The heart of the organization. Your brand.

It’s not as hard as you might think to take the leap to extraordinary. Take stock. Scrutinize every time you interact with a client and let your imagination off its leash. How could you change that moment and go beyond good to reach for spectacular? What would feel special and genuine from both your customers and your employees’ point of view?

What could you do that’s worth talking about?

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