Thursday, September 18, 2008

Spreading Ideas

You live in a world of too many options and too little time.

One of your biggest challenges is to manage the inbox inventory and stay on top of all the messages that beg for a return. You wish you had more time to think, plan, refocus, but there is always so much to do.

"Gotta FedEx that package to Toronto before noon".

Anything that ain't solving a problem or making you money that day, gets mentally tossed aside.

You ignore ordinary stuff.

But you wish you had more customers.

Today, you have come to the right blog because I just happened to Google someone who understands your biggest challenges when it comes to getting your brand noticed by the people who have been ignoring you. Seth Godin is the author of 11 best-selling books, including "Meatball Sundae", FREE Prize Inside", "All Marketers Are Liars" and "Purple Cow", a concept Godin defines as offering a product or service that is remarkable. Some of the world's top companies pay a guy like Seth hundreds of thousands of dollars to help shape their vision and marketing strategies to be aligned in a world where the balance of power has now shifted 100% to the consumer.

In less time than it takes to shower and change, you can vividly see where your brand fits into this new world order, with some help from one of the world's best at what he does. And, best of all, you get to do it for FREE!

Godin maintains the only way for an idea to earn buzz is by being remarkable. And therein lies both the problem and the opportunity.

Few companies, fall into the "remarkable" category.

In my experience, it's less than 10%. Maybe less than 5%. There are only four slots in any business category and your brand will fit into one of the other three, unless you happen to be one of those rare folks who has invested the time and resources to create a remarkable brand. For the record, these three slots are decided by the way consumers spend their money each day. They are as follows:

1. "Better than average" - a few who are good at what they do.
2. "Average" - the majority who you can take or leave.
3. "Mediocre" - a few who just scrape by, hoping no one notices.

If you operate a small to medium-sized business,the slot marked "remarkable" is well within your grasp, providing you "get" what people like Seth Godin are saying. And while you may think branding is the sole domain of the Fortune 500 world, small businesses everywhere are starting to see the wisdom in doing remarkable things to separate themselves from the herd. One of those small companies in our area that is starting to head in that direction is PrimeX Painting. Driving through the city the other day, listening to the radio, the PrimeX commercial felt like a breath of fresh air. Didn't feel like I was being yelled at by yet another over-hyped, testosterone-fuelled car dealer or stereo shop. If you want, go to the website, click on the radio spot, and listen for yourself.

By definition, being remarkable means your brand is different.

In what meaningful ways are you doing things differently?

When people use your brand name as a verb, that is remarkable. MEG WHITMAN

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