“Tips” are useless.
“Systems” are unapproachable.
“Techniques” are manipulative.
“Moves,” however, DO work.
And in a tough economy, those are exactly the kinds of marketing efforts that will help you GET noticed, GET remembered and GET business. Try this:
1. Does it explode in people’s minds? If not, try again. If not, you’ve got a problem. If not, brainstorm a new name. If not, you will lose. Look: Emotion is the final arbiter of the effectiveness of your message. Whether it’s your company name, URL, product line or service offering, the worst thing that could happen is for nobody to say anything. Are you dynamite?
2. Don’t create the product. Instead, build the position behind the product in the prospect’s mind. That was the thesis of the classic marketing book, Positioning. And it was written like three decades ago! Interestingly, not much has changed. The secret is still about achieving MIND-share, not MARKET-share. How much mental shelf space do you occupy?
3. Don’t make people work too hard to understand your message. First of all, they’re busy. Secondly, their brains are tired. Thirdly, they don’t care enough about you to do the work to find out. Remember: Fifth grade level. Could an 11 year old “get” your message?
4. Don’t start a blog just to start a blog. Sure, it’s the cool thing to do. And it’s super cheap and quick to set up. But 50% of all blogs are abandoned in the first few months, according to a 2005 Microsoft study. And the problem with that is, people see your failed blog as a symbol of your lack of commitment. And they think to themselves: I wonder what ELSE this person isn’t committed to?
5. Every blog post is a product. It has a target market. It has a unique selling proposition. It has a shelf life. It has a purpose. It has cash value. It positions your company. Once you start approaching each blog post in this way, a whole new marketing world will open up for you. What did you blog today?
6. Get a cool headshot. You have TWO seconds and ONE inch to prove to people that you’re worth following, listening to and learning more about. Something in your picture has to be different, unexpected, unique or remarkable. And the best part is, you don’t even have to be good looking. Just different. Me, I have a nametag stuck on my head. And people notice. Would you rather look ravishing or remarkable?
LET ME ASK YA THIS…
What’s your move for getting new business to come to you?
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Scott Ginsberg, aka "The Nametag Guy," is the author of eight books, an award-winning blogger and the creator of NametagTV.com. He's the only person in the world who wears a nametag 24-7 and teaches businesspeople worldwide about approachability. For more info about his books, speaking engagements, and more, e-mail him at firstname.lastname@example.org.