We live in a noisy info-overloaded world.
Shouting at people about what you do (with traditional, bland, mass-advertising for instance) doesn't work very well any more.
Unless you have Tesco's marketing budget, you better find a way to stand out and be memorable - to do something differently enough to jar your prospective clients or customers into noticing you, remembering you, and talking about you.
You can do this even in the small things that you do.
Sometimes just choosing a superbly apt and memorable name for what you offer can make all the difference. If you can make people laugh, or shock them with a frank or unconventional choice, you've got their attention long enough to find out more about you. And you improve your chances that they'll remember you when an opportunity comes up to use you or recommend you.
Here's a nice example from someone I met at my monthly Scanners Night event recently. (And a very appropriate one when we had just heard Marianne Cantwell's superb talk on "How to stand out from the crowd").
Rachel Rose Reid is a professional storyteller and she has a very appropriate and yet original business card. The front is a picture of Rachel in mid-storytelling. The back of the card is what really struck me. Here it is:
Rachel's business card is a story.
The result of daring to do something a little bit different with a piece of card that's 2 inches by 3 inches is that it stuck in my mind. Oh and I also wrote a blog post and brought it to the attention of 1000s of people.
What might happen if you did something to stand out? Every day, people who dare to do something differently get interviewed, blogged and tweeted to 1000s of people.
The key to getting this right is to know the difference between a creative twist like Rachel's card and a pointless gimmick. A gimmick attracts attention for a moment but has little to do with who you are and what you do.
A creative twist not only attracts attention but also tells us more about you. It represents your difference, rather just being different for the sake of it. Oh and of course, that means what you actually do or sell has to be remarkable too.
What have you done differently? Let me know
Have you got a great creative twist you want to share? Leave a comment and let me know what it is - leave links if appropriate - and if I see something I really like, I might tweet it or blog about it.
Struggling to find what's different about you?
It's there somewhere. Sometimes it takes a little digging - and a lot of bravery - to find it and show it off in a memorable way.
Clients on my 1 to 1 business makeover get my personal help on this.