Jim's Marketing Blog

Marketing ideas to help you grow your business

Are you making this common mistake with your marketing?

Twitter, Google+, Facebook and Linkedin are full to bursting with stressed out business owners, making unremarkable offers to uninterested people.

These business owners work hard sharing links to their special offers and webinars and wonder why they get nowhere, even though they have the whole process backwards!

Twitter, Google+, Facebook and Linkedin SHOULD be buzzing with their clients and prospective clients talking about how remarkable their business is, to an impressed audience who want to know what all the fuss is about.

Why this happens and how to fix it

In order to fix this problem, you need to understand what’s broken. What’s broken, is the assumption that people will talk about a service, which is average or similar to other services in the marketplace. Look at the providers in your industry and you will see what I mean.

You will find the vast majority of your competitors:

  • Offering similar services
  • For similar fees
  • To similar people
  • Making similar promises
  • and offering similar guarantees.

Now, here’s what we know about your prospective clients. They are being bombarded with unremarkable marketing about unremarkable services all day every day. It washes over them.


You know what catches their attention though? They stand up like meerkats, when something remarkable comes along. It captures their attention and inspires them to share what they have just experienced. It spreads and before you know it, people are out there, talking about how remarkable you and your service is.

Yes, it takes creativity and lots of work to develop something that’s remarkable about your business, your service and how you work. But business owners in this economy who insist on marketing unremarkable services, will find it harder and harder to earn the interest of the marketplace.

They will be forced into the race to the bottom, when they could be enjoying the journey to the top.

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  1. Magic timing Mr Connelly.

    Literally as your post came to my feed-reader, I saw a guy pushing some webinar at me. He has been hustling his webinar all day and it sounds like desperation.

    If it sounded interesting people would be attending and telling others to join in. But no. Its just him pushing like a man going under. Poor bastard.

    • Hi Jon.

      I just saw someone make a very similar comment about it on Google+.

      It seems many small business owners think the answer to marketing an unremarkable service, is to push it harder and harder at people. Rather than make their unremarkable service, remarkable.

      There’s a reason the marketplace isn’t paying attention.

  2. We just had this discussion today at our workplace. Our summary statement!
    If we are going to compete with our competitors on something other than price, we better be able to show that the value of our service offerings is superior.

    Otherwise consumers will look at our offerings the same way they look at everybody else and go with the lowest price.

    • Wise words, my friend.

      The marketplace is ALWAYS looking for value and will plumb for the lowest price or fee, if they can’t see a valid reason to pay more.

      Increasing the value is always better than lowering the price.

      Thanks for the feedback, Brent!

  3. I couldn’t agree more. However having a remarkable product is one thing but communicating it effectively is another and it can be tough getting your message out there.

    • So true Matt.

      Even so, most small business owners refuse to get the help they need, to craft their story and make it one that people want to share.

  4. In this world, being remarkable is easier than being similar.

  5. Good point Jim, this makes sense, but I think the real challenge could be identifying WHY a business is remarkable. It’s so easy in this scary climate to spend a lot of time looking inwards and not have a true idea of one’s position in the marketplace. This makes it very difficult to judge whether the service/product offering really is remarkable.

    • Interesting.

      You’re obviously not suggesting that because a business owner finds it difficult to do this, they should just churn out ‘average’ stuff – And sell their services based on price? However, many do.

      Yes, it’s not simple: THAT’S why so few business owners even try it. They prefer to complain, then stay the same.

      If they can’t find the how-to in a ‘for dummies book’ they just copy the flock and do what they do.

      That’s why there’s a huge opportunity for those business owners, prepared to either learn how to develop something remarkable about their business, or hire someone who can help.

      This post is not intended to suggest it’s easy, but that it’s essential. There’s a huge difference between the 2.

      I genuinely have no understanding, how someone can own a business, yet refuse to give it everything they have – Just opting for the easy stuff.

      Thanks for the comment, Natalie and for inspiring another post.

  6. Hello Jim,
    This is all too true.
    Most people don’t buy from companies, they buy from people. And that is the case whether we are purchasing internet marketing services or real estate. Being creative is not that difficult either.
    Jim Collins wrote a book about remarkable companies. He sold thousands of copies. The recipe he laid out was not that tough. As you look around, it’s as if all those books are collecting dust on the shelves.

  7. Jim, that’s true indeed – why settle for easy/unremarkable/similar!

    Price is a fact. Low price is a comparison of facts.

    Value is in the eye of the customer and determined by the relevance of what is remarkable about the offer. Focusing on what is remarkable should always involve a constant dialogue with your customers too.

  8. This was a great read Jim and it is very hard for some business owners to think creatively and become remarkable. It is quite common to go for pricing and pushing links online to people when in fact a small number of their sales come from those.

    • Hi David. People will often do the easy thing, rather than the right thing.

      It’s a pity some small business owners don’t make a little more effort, when it’s their future on the line.

      Thanks for the feedback sir!

  9. This post makes me think about how the internet is really all about “followers”. Once you get one person talking about how amazing a product is everyone else starts to realize. Its interesting to think about how the momentum picks up and what the tipping point is for this remarkable product or service to get noticed.. everyone ignores all the marketing that’s in their face, but as soon as one person says, “wait a minute this is actually worthwhile” everyone else takes a second look.

    • OK – First off, I love the photo of that dog!

      Regarding your comment, you’re right. The recommendation of a third party is extremely powerful. Easily the most powerful form of endorsement possible.

Comments are closed.