It’s astounding just how differently businesses and people market themselves, especially online. What’s really difficult for most people to work out though, is how to do it for yourself in a way that actually works.
You Want To Be Well Known… But For What?
It’s funny how what makes one person stand out makes another person look gimmicky. And what looks gimmicky at first glance is still something you recall years later. Meanwhile, a jingle on the radio annoys you daily and yet you remember the company’s website automatically.
I can recall word-for-word the advert for a 1980s Australian bubble bath commercial (well done, Mr Matey). However, is that really a good thing?
I saw an article once about a lady who sold insurance dressing up in an outrageous costume for every town event so that people would remember her. This thought bothers me frequently because I know that I remember the lady in the costume and what she was selling, but not her contact details. Most importantly, I live in another country and it’s of no relevance to me whatsoever to remember her at all.
So, this insurance lady has nailed being memorable, but not for being great at what she does. She was remarkable, but her products probably weren’t. She has failed to connect my memory of her with any convenient way for me to contact her, and I’m left thinking her whole gimmick probably only works hyper-locally.
Is that the way you’d like to be remembered? I highly doubt it.
Professionals need to be remembered for their professionalism and skills. Companies need to be remembered for their great products, ethos and customer service. Anyone trying to sell anything needs to be remembered in a way that enables customers to find them.
So, what do you do?
Research Your Industry Like Crazy
To understand how you can stand out, you need to know exactly what else is out there in your niche. Find your unique selling point and market yourself around that ad nauseum.
That’s the basics. But then what?
How do people remember that it was your company that had that USP? How do they find you later when they remember that there was a company that did that?
It’s All About Your Brand
The Nike swoosh, the Golden Arches, the lowercase f for Facebook, the multicoloured Google, the Apple. The greatest brands of our age have some of the most memorable logos.
But we can’t all be killer brands. Some brands really just aren’t that exciting, and people need to brand themselves differently again from businesses.
Certain individuals have developed amazing visually memorable brands too, like Seth Godin and his yellow glasses, Billie Eilish’s green hair, and Bob Ross’s big hair (which I hear he hated but had to keep for branding purposes).
There’s a lady who has taken to dressing like Marilyn Monroe, sporting an enormous collection of vintage clothing. Once you’ve seen her, you don’t forget her in a hurry.
Posting a throw back picture of when I was able to visit this amazing place! Where is somewhere you…
These visual branding tricks are great, because if someone can search for “pop singer green hair”, “Marilyn Monroe Instagram”, “artist big hair”, “marketer yellow glasses” and find the person they were thinking of, then it’s done the job.
But you’re also kind of stuck with it, so I hope you like your hair.
What makes you memorable visually? How could you give it a boost?
It Has to Mean Something
It’s all good and well to be remembered for your crazy hair, but it means nothing if you’re not also remembered for what you do well.
What do you do well? What do you stand for? What are you selling? Why are you different?
If your customer doesn’t know at least some of this, then you’re still not quite getting it right. And this is more tricky for people, rather than businesses.
- Simon Sinek…. The guy who says to “Start With Why”.
- Richard Branson… businessman behind Virgin out there living his best life.
- Ramit Sethi… he will help you to get rich.
- Tim Ferris… Four-Hour Work Week.
- Oprah… talk show host.
What do you want to be known for? What are you selling?
Spell it out. Make it clear. Incorporate parts of it into everything you say.