Skip to content
Mike Lieberman, CEO and Chief Revenue ScientistFri, Jan 13, 2012 2 min read

Your Business Might Be Invisible - Marketing Strategy Is The Answer

invisible man

Why is being remarkable SO important? Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. Boring stuff is invisible. Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last minute add-on, but understanding that if your offering isn’t remarkable, it’s invisible.

Hopefully you came up with some remarkable solutions. While you are working on solving your prospects’ and clients’ pains you should know that not every pain needs to be satisfied with a remarkable solution.  Some of your pains will be solved with solutions that your business simply requires.  But if you have three to five strong remarkables, you should feel good.

How do we know if we are truly remarkable? You have to test it.

To test it, apply the “Scratch Out, Drop In Test.” That means, if you took out your name and put in the name of your competitors, would the story still be the same. If the answer is “yes,” then the item is NOT remarkable.

Make sure those remarkables are actually related to pains.  We have had clients who have remarkable solutions unrelated to pains and in the end their target prospects didn’t care about that solution. 

Action Item – Evaluate each of your solutions. If they aren’t remarkable, get back to work and make them remarkable. If they pass the test, you are on your way to creating a Reality Marketing Strategy. If you have a few remarkable solutions, start thinking about some of the details associated with those solutions. Write a short paragraph about each describing them. Think about the stories customers or prospects would tell about these remarkable solutions.  These stories are critical and we will talk about them on Monday.

Anyone interested in sharing their remarkables here, in the blog, I would be happy to comment on them here or in private, so we can all learn how to do this better.      


Square 2 Marketing – Leading the Reality Marketing Revolution!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.