Dare to be different.
Never, ever play it safe. Be bold. Be daring. Stand out. Make enemies. Consumers today aren’t looking for the same-old “paint-by-numbers” marketing campaigns. They want to feel connected as individuals doing business with individuals. So, start by humanizing your brand and leveraging its unique features. There’s no better way to get recognition in a crowded global marketplace. Stand out by being different.
Remember, though, that this “difference” must be genuine. It cannot be tacked on or anything less than genuine. Zero-in on what makes your brand exceptional. Then, communicate those features –and your company’s conviction –to your prospects and customers.
When Steve Jobs returned to Apple as CEO in 1997, he launched the “Think Different” ad campaign. The voice-over from that campaign reads:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently… And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”
Being irresistible is about being different, standing out from the pack. It’s also about keeping your message simple, focused and relevant. Turn to these four elements when designing your campaigns, and you’ll start engaging more consumers. Make it compelling, dare to be different and never give people what they want – give them what they never knew they needed.