Don't Be Afraid To Stand Out

How do you effectively communicate your message? Whether you are a B2B or B2C marketer, we all face the same challenge:

This is the most difficult obstacle marketers face, but the most important one to overcome. Because no matter how great your message is, if you don’t first get that person’s attention, your message will not be communicated. If they don’t read the email, notice your TV ad, listen to your radio spot, look at your billboard, then you have wasted your money.

Why is it so difficult to get someone’s attention? Because the person you are trying to reach is bombarded by thousands of messages every day - literally. This modern phenomenon has forced all of us to erect barriers to stop as many messages as possible from reaching us – spam filters, delete buttons, DVRs, trash cans, “do-not-mail” lists, “do-not-call” lists, personal assistants, and on and on.

So what do you have to do? Stand out. You have to be different. You have to show people something they haven’t seen before.

I’ve had the pleasure of helping companies stand out in a variety of ways – from large personalized posters that imitate famous newspapers and magazines, to bottles of wine with custom labels, fortune cookies with custom messages inside, books with custom wraps, ninja outfits in a box, custom pre-paid Visa cards, and full-size skis with the recipient’s name printed on the face.

Does this type of thing get a person’s attention? You bet it does. And that’s exactly what you have to do. Stop following the pack and try something different.