Have you heard that we no longer live in the Information Age?
We now live in the ATTENTION Age.
In this crazy ADHD world, the ultimate prize is to find our focus – and encourage our customers or prospects to focus – on how we can best assist them.
In order to do this, you need to stand out. One popular marketing book makes this clear by the succinct title: Differentiate or Die.
My son went back to college yesterday.
Boring, he says. He’s ready to take on real life already.
But he decided to go prepared. He made sure he had his pencll!
I was a little concerned about his trip to the university with such unusual cargo. And indeed, he did pass a number of law enforcement officials en route.
The looks on their faces – and the double takes at his pencil – were priceless, according to my son.
This is no ordinary pencil! He found it in a garage this summer – on it’s way to the dumpster, and he formulated an idea.
This 5 foot wooden pencil graced a corner of his bedroom until the 1st day of school, and then out it came.
And boy, did it make an impression!
Sharp marketers know that true marketing is not a matter of pitching – but of sifting and sorting who might be the best fit for what you offer.
This is what my son did.
Taking something this outrageous to class on the first day (on a motorcycle, no less!) quickly allowed him to sift through any potential new friends that were in his space that day. If they didn’t “get” his humor – no problem! They will likely remain rather anonymous classmates.
But for those who could laugh at the ridiculous – and catch the sparkle in his eye – those peers got their first peek at his personality and perhaps noted his refusal to simply exist as a nameless face in a huge university. Those who take the time to get to know him will be exposed to a young man who marches to the beat of his own drum – and isn’t afraid to risk misunderstanding in order to be himself and bring an element of surprise to a situation.
You face the same challenge in your marketing. How do you differentiate yourself from everyone else out there? Are you just another nameless “salesperson” who spouts the same rhetoric they’ve heard a million times before?
I’m here to tell you that you are unique. You need to uncover that USP – Unique Selling Proposition – and in doing so, you will attract your ideal clients to you. Don’t worry that not everyone in the world will relate to what you are saying. They aren’t meant to.
Besides, if they did, you would NEVER have enough time to help them all!
Set yourself apart from the crowd and do something out of the box. If you have the guts to do so, you will find yourself attracting people you can truly help and folks who will appreciate you for your unique talents.
So – it’s time to go back to school. Grab your pencil and work on that USP – you can develop a marketing angle that will erase your fears of just blending in with the crowd. And if you need help, coaching is a great way to hammer out your USP and get some clarity on your marketing plan.
A well-crafted USP will make your brand shine and help you to market effectively in this ADHD world.