It’s great to see a local company to me (Dorset, UK) getting it right in the very busy & crowded world of small business marketing.
We have plenty of cows here in Dorset but not many of them are purple. So if you see a purple one that’s remarkable, right? That’s the point of Seth Godin’s book Purple Cow that has the strapline, “Transform Your Business by Being Remarkable”. More than ever you have to do something to stand out in today’s market place. Seth Godin is an author and speaker on marketing & leadership and has 18 books that have been bestsellers around the world, so he knows a thing or two about getting noticed.
By co-incidence yesterday I watched a video of Dan Kennedy, direct marketing genius, author and speaker, saying the same thing. I took some notes as I was watching. Number one was, “Don’t be an interchangeable commodity”, meaning there are others that do the same as you. Buyers can go to the others just as easily if you’re the same. If you are no different from the next product or service offering the same as you then you’re competing on price and possibly convenience. Asda/Walmart can compete on price, as a small business you can’t. Tesco Express, Argos and other large chains and brands also have convenience covered. They can be in easy reach of you physically and digitally on the web.
You can compete by presenting your product or service in a different way and using your personality to encourage loyalty to you and your brand. Price can then become second, third or even not a consideration in the loyal buyer’s mind. Personality helps. This can be your difference as of course we are all different, this can be your edge. The old marketing adage, “people do business with those they know, like and trust”, doesn’t mean the product it means the person. You.
So, I’m eating breakfast this morning and an item comes up on BBC South Today telling the story of Jimmy’s Iced Coffee and their new video. You can read more about their story on their website but the point is they did something remarkable. More than that they got publicity for it. I’ve seen how this works once one media company gets hold of a good story it can escalate very fast. But you have to be quick and you have to be first. Making your own rap video next week won’t work. Be remarkable on your own terms and use aspects of your personality, like Jimmy, to carry you forward.