I want you to imagine you’re in a huge stadium. There are 70,000 people there. And every single one of them is dressed in bright yellow clothing.
Then a guy walks in who’s dressed from head to foot in red. Immediately, everyone notices him.
- He stands out, because he’s not like all the others.
- He attracts attention, because he’s different.
Here’s why this matters to your business
If you want to get noticed, you need to be willing to stand out. To be visibly, measurably and meaningfully different from your competitors. That’s how you attract attention.
The typical small business unintentionally does the opposite.
They offer the same kind of services for the same kind of fees to the same kind of people. They have the same kind of website and the same kind of marketing messages. And all because they use the same kind of general marketing strategies as their competitors.
It just doesn’t work
Because every time you use a general marketing strategy or a general business development idea, you’re doing what the masses are doing.
So, you actually make your business less visible.
Less visible? How can marketing make you less visible?
Instead of helping you gain the attention of your marketplace, generic marketing acts as camouflage. You become like one of the 70,000 people in that stadium, dressed in yellow… wondering why you’re not getting noticed or attracting attention.
You need a more effective marketing strategy than that. You need marketing, which takes your business from the background and moves you to the foreground. You need marketing, which gets your business noticed by the right people and motivates them to buy from you or hire you.
Anything else will make your business less visible in 2021. Fortunately, it’s totally avoidable, so long as you shun generic marketing and embrace a meaningfully different approach.