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Two Brands That Get
Attention FAST
Stepping up your
visibility? Between books, blogs and YouTube, it’s
not hard to get your brilliance out there. The new problem:
how to cut through all the clutter. Below are two brands
that make your new ideas stand out and get that “first
look.”
"Creator
of" Brand
When the market gets crowded, it’s tough to break
in. No one wants to be the guinea pig and try something
untested. The “creator of” brand eases those
fears and takes advantage of any past success.
This happens all the time. Go to any bookstore and
check out the covers. What line is on the very top or
very bottom of the front? “From the author of…”
Watch any movie trailer. What is one of the first lines
you see? “From the producers of…”
or “From the writers of…” The message
to the market: if you like what we’ve done before,
you’ll like this.
If you don’t already have a claim to fame, you
can still use this approach with a killer testimonial
from a high-profile source. That’s why you see
all those “rave reviews” from critics in
the movie ads.
Ask yourself: What is the most successful, high-profile
thing I've done? If others heard my claim to fame, would
they be impressed? And if I don’t have that, who
can vouch for my work?
"Eureka"
Brand
This strategy is perfect for the new kids on the block.
If you need to burst on the scene, use this formula:
cool person is doing cool things and – eureka!
– discovers something new. This approach stirs
curiosity and takes advantage of novelty.
Posterboy for this brand is co-author of an oldie-but-goodie
best seller, The Experience Economy. Joseph Pine used
his role in IBM winning the Malcolm Baldridge Award
to describe the “eureka” moment that launched
his redefinition of why we buy.
If you don’t have braggin’ rights, you
can still use this approach by becoming the “eureka!”
Inspirational comedian, Judson Laipply, burst on the
scene with his six-minute video, “The History
of Dance” on YouTube. His talent and novelty created
buzz quickly. Ten million viewers later, Judson got
the attention of every major media outlet and morning
talk show. His speaking career is now golden.
Ask yourself: what have I discovered? Is it really
new? Does my discovery change conventional wisdom? If
I don’t have an “eureka,” can I be
one?
Unfortunately, great ideas are not enough to get the
cool clients, big book advances or speaking fees. We
have to be almost famous. Use these brands to set up
your brilliance and watch your visibility soar.
Stepping Up to a New
Direction
You’ve been restless; you’ve been bored.
And you’ve decided on the reinvention strategy
that will expand your market (and your revenue.) Either
you’ve hired a branding expert or figured it out
on your own. Now is the time to implement your changes.
Here are two next steps that will make or break your
plans.
A Reality
Check
It’s easy to dream, but when the reality of implementation
hits, the vision can quickly turn into a nightmare.
The problem: we realize that we don’t want to
do what we have to do to make our vision a reality.
The cause: we decided on what we wanted to do without
looking at the journey we would have to take to get
there. One client said it best: “We all want to
get to heaven, but none of us wants to die.”
If you find yourself in this situation, the best next
steps are to stop, regroup, and decide again. The worst
thing to do is to think, “Well, I’ve already
decided/spent money/took too much time off, so I better
stick it out.” The sooner you find out that you
don’t want to take the trip, the less time it
takes to return to square one. Acknowledge what’s
happened, forgive yourself and decide what you are willing
to do and strategize from there.
Same Song, Different
Market
So you’re ready to take the trip necessary to
play in that new market. Have you packed what you need?
Or is your suitcase filled with what you always take?
That’s the next step that can derail the best
of strategies. The problem: you use the language and
tools you already have without knowing what is effective
in the new market. The cause: you haven’t fully
integrated the new brand, or don’t know the new
language.
If you’re not getting traction, go through your
conversations with a fine tooth comb. If you are using
the same format from the old market, ask yourself, “What’s
important to the new buyers?” An example: a trainer
who wants to be a keynote speaker will not use one-page
learning objectives in their topic descriptions. They
will give the buyers one short paragraph, the standard
format for keynote speeches.
Bottom line: it’s very tempting to bring our
assumptions to new buyers who don’t share them.
Take a hard look in the mirror, open your mind to new
ways and proceed accordingly.
Watching History
Just got back from Harvard again, this time presenting
my findings on how the market has redefined prominence.
Had a chance to witness the inaugural ceremony for the
first woman president. Listening to her vision, her
clarity was worth the afternoon spent outside in cold,
rainy weather. She inspired my theme for 2008: Step
Up. Growth only happens when we let go and step into
the opportunities with an open mind and open heart.
Big Change Ahead
Speaking of prominence and the market, the game has
definitely changed, folks. It’s not about having
great ideas; thanks to the Internet, those are a dime
a dozen. Now you have to be compelling first, then the
marketplace will listen to your brilliance. The market
is no longer willing to support the bright but invisible.
This puts branding under a microscope. The room for
error is getting small.
Ready to Step Up?
Well, 2007 has been a banner year. Thanks to you, my
life is enriched with cool clients; revenues are up
about 40%, to boot. So, it’s time to say thanks
and open up the ol’ calendar once again. Instead
of one-hour sessions, like we did for my birthday, I’m
spending the day with eight visionaries who are really
ready to step up their business. You had better believe
these spots are going to go fast. Click
here for details about Step Up 2008.
I told my best clients
that I was developing new ideas and they were so excited.
But when I trotted out my new market direction for feedback,
they hated it. What happened and how do I fix it?
A: It’s tempting
to ask your best clients for feedback, especially if
you’ve worked with them for a long time. It’s
risky, though, for two reasons. First, they have a vested
interest in the status quo. For example, if you are
a sales guru whose material can also help leaders, then
your current sales clients aren’t going to get
it. They see you as a sales expert and that’s
it.
Second reason is that they depend on your confidence
and expertise. If you can’t apply your new direction
to their situation effortlessly, you’ll look unsure.
Even if you are brainstorming, the appearance of limbo
will scare off even the best clients.
It’s hard to repair these relationships once
the damage is done. Best bet: go back and reassure them
that the current arrangement is still an option for
them. Emphasize that you are always looking for new
ways to solve problems. When you’re ready to transition,
be prepared to leave the resisters behind.
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