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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 7, 2014 5 min read

Sometimes Even A Little Change Makes Your Product Remarkable

Coca-Cola-personalized-bottlesI like to comment on big brands I see practicing Reality Marketing and inbound marketing. Mostly because it gives all of us little guys a chance to see how the big boys do it.

It’s actually rare that I see any of the bigger companies working to make their products and services remarkable.

The other day, I noticed an ad for the new Coke bottle, the one that is personalized with your name. I grabbed an image of it for you in case you missed it. This is the kind of low-cost marketing that clearly differentiates Coke from all of the other cola drinks. Sometimes the smallest changes add up to the biggest gains.

First, the new label gets people excited to buy not just one Coke for themselves, but also another for a friend. This is a brilliant idea to get people to buy extra products. Ever open up a soda, put it down and forget which bottle is yours? Not anymore. Not now that your name is on it.

Having a party? Which would be better: cola with labels displaying all of your friends' names or just regular soda bottles? Honestly, do any of us really care if we drink a Pepsi or a Coke? How many times have you ordered one somewhere and then been told that the place only has the other? Do you really care? Of course not. But when you’re in the store, there is actually a real difference between Coke and Pepsi. One has personalized labels and one doesn’t. One is remarkable and one isn’t.

Now for the bad news. How long do you think it’s going to take Pepsi and the other soft drink companies to borrow the personalization idea and add it to their labels? 30 days? 60 days? Maybe a bit longer? They're going to catch up.

Making your business remarkable isn’t something you do once; it’s something you strive to do every day. It comes from understanding every way in which your target personas interact with your products or services. Once you understand their pains, you’re able to create the product and service features that make your business remarkable.

Your marketing strategy must include experience-mapping your business to your clients and customers. This is a way to find opportunities to create remarkable experiences for them. In our practice, we call these "little wows," places where your clients are saying WOW about your products, services or delivery.

Once Coke realized that people lose their bottles at parties and that customers want to give Cokes as a way to say “thanks,” “hey” or just “enjoy,” it wasn’t hard to come up with a label that made it fun to have a Coke.

Sometimes the simple innovation is the best one. It's like the builder who put a webcam at his property so his customers could see the progress of their new home right from their laptops at any time of the day or night. Now, instead of driving back and forth through a construction site, they just log on and see the progress.

The result of this innovation and that of the labeling innovation at Coke are both the same: a story! A simple story that everyone is able to easily share, easily remember and easily relate to. Who wouldn’t want their name on a bottle? Who wouldn’t want to see their home being built? It’s that simple.

It’s these stories that are often overlooked from a marketing perspective. Yet, it's these stories that are the backbone of your own company’s marketing. Do you know what stories people are telling about your business? Make sure those stories are positive. Even better, make sure they position your company as remarkable. And make sure they are core to your inbound marketing plan.

Start Today Tip – Look at your business through the eyes of your customers or clients. What stories are they telling about you? Are they positive? Regardless, today is the best day to start strategically working to ensure that your customers are, in fact, telling positive and remarkable stories about your business. This might be the most important marketing thinking you do all year  more important than your website, your email, your rankings or your social media. If your business isn’t remarkable, it’s invisible. Make sure your business isn’t invisible.

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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.