Image: Rupert Britton
Take a moment and imagine that you’re in a huge stadium. There are 70,000 people there. And every single one of you is dressed in bright yellow clothing.
Then someone walks in who’s dressed from head to foot in bright red. Immediately, everyone notices them. They stand out because they’re not like all the others. They’re clearly 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.
However, the typical small business unintentionally does the total opposite!
They offer the same kind of services as their competitors, to the same kind of people, for the same kind of fees. They have the same kind of website, the same kind of newsletter and the same kind of branding. And all because they use the same kind of general, generic marketing as their competitors.
It doesn’t work, because it can’t work
Why is that?
Simple: Every time you use a general or generic marketing tactic or marketing idea, by default you’re doing what the masses are doing. You become what Zig Ziglar used to call “a wandering generality”.
And in doing so, you actually make your business less visible.
How can marketing make you less visible?
Instead of helping you attract the attention of your marketplace, generic marketing tactics and ideas act as camouflage. You become just 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 approach to marketing than that. You need marketing that takes your business from the background and thrusts it into the foreground.
With this in mind, take a look at your marketing and consider how many things you’re currently doing, which are similar to your competitors. Then seek out creative alternatives. Alternatives that will get you noticed by your ideal profile of client or customer.