I was just on the phone last week with Seth Godin (who is one of my heros) and I couldn’t help but be blown away by his amazing take on marketing that works. I love that practical sense of “let’s really get the job done” not just pretend to show up.
This morning I read his post on “You’re Boring!” — and basically ran through the GNOSO hallways clicking my heels with delight that I wasn’t the only “nut job” in the world that believed in the concept of BEING MEMORABLE…
Here is what Seth wrote:
If the marketplace isn’t talking about you, there’s a reason.
If people aren’t discussing your products, your services, your cause, your movement or your career, there’s a reason.
The reason is that you’re boring. (I guess that’s what boring means, right?) And you’re probably boring on purpose. You have boring pricing because that’s safer. You have a boring location because to do otherwise would be nuts. You have boring products because that’s what the market wants. That boring staff? They’re perfectly well qualified…
You don’t get unboring for free. Remarkable costs time and money and effort, but most of all, remarkable costs a willingness to be wrong. [There’s more in an interview I just did with John.]
Remarkable is a choice.
I get calls all the time from people engaging in discussion around branding and selling big deals (that’s the stuff I obsess about on a daily basis) of new products, new services, or new ideas…. Cool stuff! The reason I am being called is usually to be a sounding board for how an idea or product might be best sold (all that “who, what, where” stuff).
I have not had a call YET where we did not start talking about how to memorably market the idea or who we might connect with for a viral springboard.
And, here’s the kicker:
Being memorable is an investment made long before the gain is realized…. (DEWism)
And here’s the #1 rule of being memorable: STOP SUCKING at what you do! Seriously!
- Stop “half-assing” your relationships with clients… do the unexpected and do it with passion!
- Stop being normal and un-risky with getting your message out… believe in your story deeply!
You have to care about your message more than anyone else in the world (several times over) before you start seeing results — so Stop Sucking and Start Selling yourself…Be memorable. Be passionate. Be obsessive about your story.