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What is the most important term in the “Marketing Dictionary” in the age of the Internet.
Remarkable – worthy of notice or attention.
Seth Godin, in his must-read marketing book “Purple Cow”, lays out the challenge that is before all of us as tiny business owners — we must find a way to be different.
Actually different isn’t enough, we must find a way to create something that is worth talking about, something remarkable.
Why We Must Be Remarkable
Consider the number of marketing messages you receive each day. Actually, consider the number of marketing messages you receive each hour. Dozens per hour, hundreds per day, thousands per week, tens of thousands per month, err… umm … you get the picture.
How do you BREAK THROUGH and get attention for your products and services?
Easy. You create something that is so innovative and so different that it absolutely must be shared.
Remarkable Starts With Your Products and Services
Marketing is no longer about taking an average product and slapping a well designed label on it. It is not about crafting the best sales copy to sell the same old ordinary widget. And it is not about getting the right athlete or supermodel to endorse your run-of-the mill product.
The product itself must be where REMARKABLE begins. Fix your product. Fix your service.
Ask yourself — am I selling something REMARKABLE?
What Is Remarkable? Listen For Remarks
Are you wondering how to identify something that is remarkable? Listen to what comes out of your own mouth and out of the mouths of your friends, family and professional network. Recommendations that come from people are generally for remarkable products and services.
When someone experiences something remarkable – they can’t wait to tell other people about it. Listen up and take note of what is particularly different and unique about that offering.
Remarkable Examples
These are products, services and companies that I have found myself remarking about:
- Jimmy Johns is REMARKABLY fast at making and delivering sandwiches
- Disney is REMARKABLY fun and magical (and remarkably expensive)
- Apple’s iPhone is REMARKABLY easy to use and REMARKABLY versatile
- Quik Trip is REMARKABLY convenient and fast
- WalMart is REMARKABLY cheap
What about you? What products, services or companies do you find REMARKABLE? What is REMARKABLE about your own tiny business and the products and services you offer?
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