So the other night, I convinced the wife to watch one of my favorite movies. It's called, "Lucky Number Slevin," and it's on Netflix right now. (I HIGHLY recommend it. It didn't get the highest ratings from the critics, but who cares? That's usually the way with favorites, right?)
Whatever. It's a clever crime mystery and the entire premise of the movie is summed up as a con game known as a Kansas City Shuffle.
"What's that?" you say?
It was best explained in the movie by Bruce Willis' character, Mr. Goodkat, "A Kansas City Shuffle is when everybody looks right, you go left."
Anyway, what's this got to do with you and your marketing?
Well, that one line stuck in my head. Not because I think you or I should ever be in the business of conning or tricking people. The complete opposite.
No, the line sticks in my head because it reminds me of a similar phrase you've probably heard before:
"When everyone else zigs, you zag..."
That sums up most of the great successes through history. What the innovators and successful businesses have done to stand out and make a difference.
And that mindset can take your marketing to the next level to break out ahead of your competition.
I can't tell you how many businesses I've talked to who feel their website is "just fine" because it looks like the competition's websites. Or their brochures are "just peachy" because they look like the ones at the next booth over at the trade show. Or the emails they send look just like every other prospecting email out there...
You see how that sounds, right?
Look at it from the standpoint of your prospect...
As an architect, after a convention, I have an armload of brochures and sales materials to deal with. Some I took to be polite, others I took because they caught my eye for some reason.
What happens to 95% of those brochures back at the office? They sit on the back counter of my desk. Then, after a week or two, they go into a file drawer. Then, after a month or two when I need room in that drawer they go into the trash.
The key here is that 5% who didn't go that route. What makes them stand out? Why did I hang on to them?
Sometimes the product they're promoting is relevant to a current project... Other times they've highlighted some benefit or done something to set themselves apart from the rest of the vanilla marketing I received. And others have provided a useful tool or resource that I want to hang onto for future reference.
So what can you do today to start zagging?
It's time for you to look at what you're putting out there in your marketing messages. Compare it to your competition.
Are you doing things a bit different to stand out? Are you thinking about your prospect's problems and concerns and addressing them head on?
Or are you OK with blending in? "Playing it safe" with the status quo?
If your answer is "No," go to the contact form and let me know where you're struggling. I read & respond to every email.
Until next time, make it a great marketing day!