Marketing newsletter--are you willing to market differently

Are you willing to be different?

It’s election time in my city, with lots going on: our first new mayor in 10 years, several city council members fighting for reelection, and a hotly contested county council seat.

Which means my mailbox is full of boring old direct mail, the “me too” postcards that all say these candidates are for lower taxes, better schools, more jobs, safe communities, yada yada. But even as I cringe as a marketer when I pull that crud from my mailbox, that’s not what bugs me most.

What really gets my goat are the signs, all the stupid election signs clumped together on every street corner at every intersection, strung like ugly paper chains alongside the sidewalks of our neighborhoods, perched precariously in our yards. (Even I—campaign curmudgeon that I am--have two…but I didn’t put them there.)

“Me too” marketing is not marketing at all
These signs are the epitome of bad marketing because they are nothing but clutter. Like so much marketing, they:

Look alike
Are crowded together
Occupy the same space, literally
Fail to stand out
Lack any distinct message
Neglect to make a call to action

As a result, they are ineffective, inconsequential and a complete waste of money, time and space…just like so much marketing. And they result from the same way of thinking: We do it because everyone else does and because everyone else does, it must work.

Yet that’s precisely why the “me too” approach doesn’t work.

When you look, sound, act, taste, smell and feel like everyone else, you don’t stand out in the crowd. You fool yourself into thinking you’re playing it safe. You rest easy at night thinking your marketing money is well spent. But to paraphrase Seth Godin, you’re actually taking a huge risk:

Being the same is dangerous.
Being different is safe.
Because being different means you’ll get noticed.

How do you “play it different”?
I can hear the candidates (and marketers) now: “But--gasp--how can one run for office without the ubiquitous campaign signs? What piddly little weekend tasks will I give my minions if not tramping through neighborhoods putting up these signs? Where will I derive my sense of accomplishment if not from seeing my name on every street corner?”

Standing out takes guts, not genius. To prove it, here off the top of my head is just one alternative to those ugly, wasteful campaign signs:

Take the same useless information that they’d put on a sign and print it on a t-shirt instead. Then their minions can just go about their daily lives wearing their shirts and not have to give up their weekends to put up useless signs that only turn to litter in the end anyway.
But take it a step further: Train these minions in their candidate’s position, and have the shirt say, “Ask me about voting for Jane Doe.” Teach them to present facts, not soundbites, about the candidate’s position and experience. Have them offer to have the candidate call a voter for a one-on-one conversation about a critical issue.

I imagine the material costs would be about the same, and the time too: Time spent putting up signs could be spent on training on the issues instead.

We’re not talking about elections, I know, and this truly is an idea off the top of my head and not a great one. But my point is that it’s not hard to think of ways to be different. It’s hard to be willing to be different. Are you willing?

Until next month,

Sharon

Are you willing to be different? It’s election time in my city, with lots going on: our first new mayor in 10 years, several city council members fighting for reelection, and a hotly contested county council seat. Which means my mailbox is full of boring old direct mail, the “me too” postcards that all say these candidates are for lower taxes, better schools, more jobs, safe communities, yada yada. But even as I cringe as a marketer when I pull that crud from my mailbox, that’s not what bugs me most. What really gets my goat are the signs, all the stupid election signs clumped together on every street corner at every intersection, strung like ugly paper chains alongside the sidewalks of our neighborhoods, perched precariously in our yards. (Even I—campaign curmudgeon that I am--have two…but I didn’t put them there.) “Me too” marketing is not marketing at all These signs are the epitome of bad marketing because they are nothing but clutter. Like so much marketing, they: Look alike Are crowded together Occupy the same space, literally Fail to stand out Lack any distinct message Neglect to make a call to action As a result, they are ineffective, inconsequential and a complete waste of money, time and space…just like so much marketing. And they result from the same way of thinking: We do it because everyone else does and because everyone else does, it must work. Yet that’s precisely why the “me too” approach doesn’t work. When you look, sound, act, taste, smell and feel like everyone else, you don’t stand out in the crowd. You fool yourself into thinking you’re playing it safe. You rest easy at night thinking your marketing money is well spent. But to paraphrase Seth Godin, you’re actually taking a huge risk: Being the same is dangerous. Being different is safe. Because being different means you’ll get noticed. How do you “play it different”? I can hear the candidates (and marketers) now: “But--gasp--how can one run for office without the ubiquitous campaign signs? What piddly little weekend tasks will I give my minions if not tramping through neighborhoods putting up these signs? Where will I derive my sense of accomplishment if not from seeing my name on every street corner?” Standing out takes guts, not genius. To prove it, here off the top of my head is just one alternative to those ugly, wasteful campaign signs: Take the same useless information that they’d put on a sign and print it on a t-shirt instead. Then their minions can just go about their daily lives wearing their shirts and not have to give up their weekends to put up useless signs that only turn to litter in the end anyway. But take it a step further: Train these minions in their candidate’s position, and have the shirt say, “Ask me about voting for Jane Doe.” Teach them to present facts, not soundbites, about the candidate’s position and experience. Have them offer to have the candidate call a voter for a one-on-one conversation about a critical issue. I imagine the material costs would be about the same, and the time too: Time spent putting up signs could be spent on training on the issues instead. We’re not talking about elections, I know, and this truly is an idea off the top of my head and not a great one. But my point is that it’s not hard to think of ways to be different. It’s hard to be willing to be different. Are you willing? Until next month, Sharon This month's challenge Think of one thing you do only because your competitors do it, no matter how trivial. Now, imagine what would happen if you stopped doing it. Could you stop doing it?	Nov. 2005 Are you willing to be different Your challenge Event About Recommended event Yikes, I’ll be presenting this month at immedia’s fall seminar: "Effectively Maximizing Your Marketing" November 10th, 8 am to 4 pm If you’re in the Seattle/Tacoma area, think about attending. It’s only $65 per person which includes breakfast and lunch and a full day of speakers on direct mail and direct marketing. See the complete line-up of speakers and register at www.mailmedia.com. And I’ll be in a sling which will make it even more interesting. Hope to see you there! Who is Sharon? Sharon is the president of We Know Words, a sustainable marketing communications firm helping you connect with your past, present and potential customers. Being a woman of many opinions--and words--she writes the Marketing Monthly as a way to have her say. Besides, she loves newsletters.
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