Marketing Your Uniqueness

by Jennifer Good | October 27th, 2012 5:08 AM | No Comments

While reading through some of my RSS feeds today, I ran across this interesting photo and it got me thinking.

Crocheted Car In Rome

It seems in today’s culture, the things that stand out do so because they are extremely unique. You can’t just be slightly different, you need to do something a little more extraordinary to really catch people’s attention. This car is an excellent example of this. If this had been a paint job, it wouldn’t have stood out nearly as much as it does being a crocheted car cover. Practical? Probably not. Stylish and unique? It’s oozing with it!

Thinking about this picture reminds me of how, as business owners and marketers, we need to apply our own uniqueness and flavor to our messages and products. This is contrary to the old-school method of business, where it was most important to fit in. Uniqueness was not a selling point in a factory that produced hundreds of widgets daily. However, in today’s hyper-competive market, the only way to stand out is to be unique. The only way to be unique is to be yourself and let a part of you and your personality be reflected in your product.

The beauty of this approach to marketing is that you don’t even need to be selling or talking about anything new. You just need to present it in a way that reflects your uniqueness. I think Virgin and Apple are an excellent examples of this. Both companies are in the business of selling music. It’s the same music you can buy anywhere, however, these two companies have found a way to inject their own level of uniqueness into their marketing message and have become household names in the process.

What’s your brand of uniqueness?

  • How are you selling your products?
  • Are you using typical, description-based copy to sell your product?
  • Would your message “speak” to your customers more intuitively if you injected some of your personality in your copywriting?
  • What emotions do the images on your website convey?
  • Are they in line with you and the real message you want to send?
  • Most importantly, does your message get your customer excited? If not, it might be time to rethink a new strategy.

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