SECRETS TO STANDING OUT

The world is overcrowded with information. People are bombarded every day with new opportunity to purchase something. With all that noise, it’s hard to hear anything at all. More than ever, we marketers are called to be unique, to stand out in an over-crowded, hyper competitive world. In fact, it’s absolutely mandatory.

Definitely there are many ways to stand out, though not all of them are constructive. You can run naked in the street or punch a customer in the nose. That would make you stand out in the next morning’s headlines, but you probably would not do much good for your business.

Marketers spend excessive amounts of time labouring over messages for print communications, advertising campaigns and everyday promotions – as we should. But those aren’t the only messages that must be kneaded and molded. What we do and how we act in the unassuming minutiae of business and life become either constant whispers or bold blarings to the marketplace.

The secrets to standing out:

Use each of these methods to help you stand out as an individual and as a company

Do Different Things

It is easy to stand out when you do something no one else is doing, or at least no one else in your industry, market segment or geography.

During my advertising days one of my customers wanted to stand out with top CEO’s, so we developed acrylic customized travel tags which were sturdy and can be used for years in a row. It was a great departure from the standard mug and leather portfolio gifts, but it definitely got the customer noticed.

It was unique and it made targets smile, and they responded with new business. The cost and work were minimal, but the impact was huge.

To beat your competition, you can’t be just a little better than they are. You have to do something different than they do. Anything goes as long as it is meaningful to the customer and helps you attract more of your ideal candidates.

Do Common Things Differently

This is where you reveal your understanding that the “how” can be more important than the “what”. When everyone is doing things the common way, you do them in a new and different way.

During my last vacation I stayed in a very beautiful property in Bali that is well reputed for its five-star style and superiority. I thought it would be just another standard hotel stay but to my surprise it became an impressionable memory.

I was made to feel extraordinary the second I stepped onto their property. On the way to my room, my bellman handed me a slick, four-color-flyer on the history of the hotel. I didn’t read it, but I was impressed to get it. I was staying in a hotel with history!

After reaching my room, he gave me a quick briefing on the shoe shining bag, the digital radio, fresh flowers in the bathroom, and other nuances that had me saying “wow” repeatedly. About 30 seconds after my bellman wished me a good evening, there was a knock at the door. Being there alone, I was a little alarmed. I slowly opened the door to reveal a white-coated man carrying a large serving tray above his head. I’m sorry. You’ve got the wrong room, I told him. He said Mam it’s a welcome gift for you.

The man swept in with his beautiful tray that carried a flask of tea, a silver covered dish, and a handwritten note. I thanked him excitedly and then quickly reached to reveal the present under the silver dome – a small cranberry bundt cake with almond glaze. I was so excited. The note was sweet and concise, simply thanking me for staying and encouraging me to tell if anything could make my visit more comfortable- nothing groundbreaking, just kind and unexpected.

Their gift was a simple, inexpensive, and easy-to-execute gesture on their part but it made a remarkable impact on me. I thought i will tell thousands of people about their hotel.

When people talk about companies that stand out because they do common things differently, they use expressions such as:

“There they give you....”

“There you get to....”

“What they do there is....”

Could your customers use these expressions to tell others about your company? How would they finish each sentence? If you’re not sure, let that be your directive to step out of the gray and do something different than the rest.

Be Consistent

Consistency is glue. The other two methods will have lasting impact only if they are consistent. The more consistent you can be in your target market the more they will associate your offering with their needs.