Being creative can be fun, it can also be exhausting, it all depends on how you’re wired, what’s you favorite part of being in the creative zone? For me, it’s trying to find the right message, or to make my product or service different. How do I relate my product or service so that it isn’t like anyone else’s, I want it to be different. Hence, Differentiate.
It’s one thing to create something awesome, it’s another to differentiate it from anyone else selling the same product or service. I believe this is the secret sauce of any product or service you try to sell. How do you differentiate it from all the others that look, smell, and feel just like your product or service. This is also why there are marketing firms in the world, it’s the one area most struggle with, it’s not that easy for most business owners.
The biggest difference between you and everyone else, is you! You are the scarcity, there is only one of you, no one can steal that or duplicate it. Someone can steal your identity in terms of identification, but they can duplicate your personality, you are the genuine you. This genuine you creates another problem, you don’t know how, and you don’t want to promote yourself, it’s uncomfortable, and that’s why you need someone from the outside looking in to handle it on your behave.
I hate pumping my own tires, you know, promoting myself, telling the world how awesome I am, how incredible my product or service is. There are those who love it, but most don’t. Having said that, we need to find a way to fight through uncomfortable feeling, because it’s holding us back from success, no matter what the venture might be. It’s a stronghold in your life, it’s bad self-talk and it needs to be stopped in it’s tracks. I’m not suggesting you be arrogant and egotistical because it doesn’t work. And you most definitely do not want to call yourself an expert or guru.
Surround yourself with creative people who know your work, like your work, even love your work, even if they are spread all over the world. Skype is a beautiful thing. Put those creative people to work on marketing you and your product and services, if you don’t know any, you will find some with a little work. If you have built a following online or in your community, someone in that following is creative and loves your work. Build your team and change the world, differentiate yourself from everyone doing the same thing you are, be the best you can be and let the chips fall where they may.
The same rule applies here as it does with creating something, don’t analyze, just do it, do your due diligence and deliver when ready. Build your team, then get to it. Remember, novelty always sells, but it has a short life span, because novelty tends to wear out fast, sell what differentiates you, that has a longer life, especially if your product or service has a level of need.
When considering what a business of the future looks like, I had to wonder what might happen to traditional ways of marketing, branding and advertising. Some of it’s obvious, but some of it not so much. As a business owner, would you know where to look to leverage Ad Networks online? Internet Marketers have had the inside track on them, but that’s another change taking place. Ad Networks are becoming more and more mainstream, can you name a few?
When thinking about these networks, you can’t help wonder the impact they have, or will have, on traditional modes like Radio, Television, and Newspaper. Will it even reach the Direct Mail way of acquiring customers. The short answer is, yes. I’m not suggesting traditional methods will disappear entirely, but the revenue generated will make a shift to the Internet.
One problem with preventing Radio, TV & Print from disappearing entirely is a thing called NET Neutrality, but that’s another problem for another day, I’m merely mentioning it because it will at some point protect media from extinction. Traditional modes will and are moving to digital subscription models to prevent the declining revenues, as a matter of survival. On October 18, 2012, editor Tina Brown announced that Newsweek would cease print publication with the December 31, 2012 issue and transition to an all-digital format, to be called Newsweek Global. These kinds of moves are not new, but they are becoming more and more common place.
If and when this happens on a much bigger scale, what does that mean for advertising? It means, Ad agencies will have to learn a new way of marketing traditional businesses. If 60% of all commerce is moving online, that should tell you one thing…that’s where the people are and you better find a means to connect with them. Why? Because they aren’t watching TV, reading Newspapers, and listening to the Radio the way they used to. They are doing these things online, over 2.4 billion of them as of this writing, and another 3 billion coming!
Marketing, Advertising online do things different, ad networks monitor similar metrics, but they are digital now. Sure there are free ways of advertising, ad networks are digital forms of a traditional method of generating revenue online. Media buys online are not that different than offline, but they are different. How? You don’t need an ad agency to handle it for you for one, it’s actually a simple process. As business owner you can do it yourself, there’s a small learning curve, you will need to learn some of the lingo, maneuver a mouse, and fill in some blanks. I’m over simplifying of course, but you can buy media online yourself.
Keep in mind, these ad networks are setup for you to advertise, or publish, they sound like the same thing, but they are two different trains of thought on the Internet.
To help you get educated on ad networks, I’m going to list a few here for you to investigate, there are hundreds of them online so this is just sampling. Most of these are traffic generators, and we all need traffic, PPC is a digital way of getting access that you couldn’t get out of a traditional ad agency.
1.) ZEDO – www.zedo.com
ZEDO Ad Network is a traffic source for Advertisers and Affiliates who want to reach specific audience segments at the top of the impression chain.
2.) AdMarketplace – www.admarketplace.com
The adMarketplace Pay Per Click advertising platform delivers Search Engine performance across large content networks.
3.) Chitika – www.chitika.com
700 Million monthly search impressions, they have been around for some time.
4.) Adoori – www.adoori.com
Adoori’s network covers more than 250 countries, a massive reach with reasonable rates.
If you haven’t investigated online ad networks, now is the time to start, eventually you will end up using one for your business. Why? Probably because Radio, TV & Newspapers are failing you and your customer base has gone online looking for you, are you there?
This subject matter runs long and deep, and I’m merely poking a stick at it, I couldn’t possibly cover every aspect of it. But if current trends continue, online ad networks will over take traditional modes of advertising. It’s conceivable that one day, they will replace them entirely, but probably not in my life-time : )
Today there are millions of GURUS & EXPERTS out there, they tend to set fear into those who don’t understand what’s going on, and if you don’t do what they say, you’ll be out of business soon.
Firstly, it’s not true. Secondly, they don’t fully understand the impact of what they say.
Most business owners hear these GURUS & EXPERTS and still don’t understand one main thing. Why!
The Future Of Business Seminar, Nov 26th in Abbotsford. For information on this seminar, and how to register, just navigate to the following website, you’ll be fore warned and fully armed for the Future Of Business!
- The Future Of Business – “Everyone” Is Not Your Customer! (owengreaves.com)
When simple & brilliant collide. You would think this happens often, but it doesn’t. In the marketing world, this collision would be called a homerun, the grand slam, or utopia, that’s when they think they have nailed it. When you hear the words, or see the picture, you can’t help but smile.
The word KitKat, or seeing a picture of one, just makes you feel good, you want to have one. Could you imagine if everyone felt this way when they think of your product or service?
The super stars tend to have this collision more often than most, that’s why they are the leading brands, they bring simple and brilliant together, often.
What do you feel when you see this picture above, do you think the marketing department knows what they are selling? Is it a chocolate bar, or a feeling you get when you eat one?
I just had to share this with you, it’s simple & brilliant. The future of your business should practice this, how could you bring simple & brilliant together for your product or service?
I have read this book twice now, the first time was a quick once over, the second time, I grabbed a highlighter and messed this book up. I read lot, I mean read sales books, marketing books, how to books, even the bible, but this book I couldn’t put down. It grabbed me right from chapter 1, I was sitting in one of my favorite offices this morning, that being the Roasted Grape, and I punched out probably 30 nuggets (Tweets) from the 1st 5 chapters! So I guess you might say, you should go buy John Morgan’s book, infact…do it right now!
The premise of this book is right on the cover, ” How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition”. I know what you are thinking, it’s another marketing book, in some ways you might get that, but I have found it to be more than that, it’s a very direct set of principles that are actually easy to understand.
The book reads easy, it’s very straight forward, and I like the directness, John is very clear when he says it. This book is filled with more wisdom than you would expect, he clearly sees something most of us know but rarely execute. There are a great many take aways for me, but I’m not going spew them all out here, you need to find them for yourself. I will share one of my favorite chapters, it’s number 6, The Right Position, it’s a very short chapter too.
The first sentence from this chapter:
“The number one goal of your marketing should be to establish and position yourself as an authority in your industry or field. Authority leads to easier sales, and more opportunities.”
This says it all for me:
“The most important element of branding is positioning.”
That say a mouthful doesn’t it?
There is so much to share and frankly it would be a copyright infringement if I were to quote the book, I highly recommend John’s book, you won’t be disappointed. Thank you John for writing this book, I have enjoyed reading it over and over a few times.
Start your fight against the machine today, John shows you exactly how to do it. Enjoy!
- Brand Against the Machine (chrisbrogan.com)
- Brand Against The Machine – John Morgan’s New Book Redefines Branding (rizzotees.com)