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Marketing Beyond Boring - Articles Surfing
Over the years I've talked about dozens of ways to get attention for your business. And my biggest focus has always been on delivering a message that speaks to your prospects' needs.
But marketing messages need to go beyond logical explanations of what you can do for your clients. Your message needs to come from a passionate place. If you're not excited about your message, why do you expect anyone else to be excited?
So, even if you have a very good message, if it's delivered in a careful, suppressed or constricted way (in order not to offend anyone) it doesn't do much more than put people to sleep.
This is a lesson I learned from an old colleague, Joe Meissner, who started an innovative outplacement company in the mid 80's. Joe was always doing things differently and made a point to be controversial. He wrote op-ed pieces for the San Francisco Chronicle that were contrarian and attention-getting.
I remember an article where he lambasted Bay Area firms for being so bad about retuning calls. He didn't cut them much slack; he regarded it as not only arrogance but bad business practice, in that their isolationism cut them off from what was really happening in the business community.
Joe got a lot of calls and letters because of that article and he turned some of those calls into new business. Joe gained a reputation as a no-nonsense person who said what he meant (He also happened to be from Texas). And that earned him respect and a degree of visibility and fame for his business.
Do you do this or do you play it safe?
I read a whole lot of marketing material every week that simply fails to make a solid stand for anything. It's boring stuff. And, as David Ogilvy once said, "You can't bore someone into doing business with you!"
Admit it. Your marketing is boooooring.
So how do you step out of the boring rut? How do you make your marketing messages, communications and overall business a little more exciting, dynamic and attention getting?
Even to supply a formula for this would be dangerous. Better people that me have tried and failed at this. But here goes anyway! (That's why I make the big bucks, right?)
2. Be Spontaneous.
3. Be Generous.
4. Be Contrarian.
5. Find Your Voice.
6. Don't Believe What You Think.
Now forget all the rules and try to communicate something about your business that isn't deadly boring. Some people just might take notice. (You might also need to stay up until midnight until inspiration strikes.)
Copyright © 1995 - Photius Coutsoukis (All Rights Reserved).
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