January 15, 2013 1 Comment
(part 1 is here)
Once we realize that the minds of our potential and actual clients are filled with static, distraction, clutter, and everything-but-you, it becomes clear that we have a one primary task above all others.
Break through the noise. Lift the fog.
It is not up to our customers to figure us out. Throwing a bunch of words against a wall and hoping something sticks isn’t a strategy; it’s just lazy. <<–(click to tweet this)
It’s up to us to give a clear, relevant, and memorable message. How?
First, we settle on ONE differentiating offering (see part 1) as our lead-in. We may do more than one thing (as an individual or a business), but we want to be known as the go-to for something.
The next part sounds shady – you need to steal. Yes, I said steal! What you want to hijack is a pre-existing idea, image, or thing in the mind of the person, and make it yours.
Consider these two approaches:
“Our state-of-the-art coffee grinding, brewing, and dispensing solution combines leading technology with consumer-friendly aesthetics in order to provide an optimal beverage experience.”
- vs. -
“We’re the BMW of coffeemakers.”
What have you done? You’ve “stolen” (OK, borrowed if you like) the BMW reputation for high-end quality, sleekness, and luxury pricing, and bridged it to your product/company in the customer’s mind. Your offering, by association, moves from unknown and commodity status to an aspirational identity.
You’ve lifted the fog by giving the customer an easy shortcut to understanding. You are now placed on an existing memory hook. And, you’ve also potentially gained some reverb marketing – that is, every time this person sees a BMW on the road, guess what just might reverberate in their mind?
You – and your offering. You clever thief. There are many marketing approaches in the world. But do you see how John Jantsch made his memorable?
The most direct and memorable way into the mind of your (potential) customer is to latch onto something already there. After a Clarity Therapy session, my clients never look at M&Ms the same again. Why? It’s one of my props, and it has tremendous reverb value. I didn’t need to create something new. Just “steal” something that was already there.
What image or analogy will you use to bridge quickly and memorably into the mind of your audience?