I’m sure you’re looking for something about your website, your content, maybe even social media. Sorry to disappoint.
Something about your products or services has to be so special that people talk about it.
Let me give you an example I saw the other day.
I bet most of you probably saw this video on TV, YouTube or even social media. Anytime Ale, which makes a brand called Peacemaker, created the 99-can case. Take a look at this picture. If you want more, click here to watch this video. I highly recommend it.
This is remarkable. There are no other beers (and we all know how many beer brands there are) that make a 99-can case. If you recall, you’re either remarkable or not. There is no such thing as almost remarkable. If anyone else in your industry can claim something similar, then by definition, it’s not remarkable.
How many beer companies do you think sat around a boardroom table and discussed making an extra-large case or changing their packaging in some remarkable way? Most shot down the idea as silly, unnecessary or even operationally impossible. Not these guys.
And now, here they are, competing and winning against beer companies with far greater marketing budgets. This company didn’t spend one penny on advertising. Sure, they have a nice website (everyone needs a nice website), and they have some very clever and creative videos that highlight their remarkable packaging (everyone needs video, too). But they didn’t have to buy one second of traditional advertising.
Every day, we work with clients to push them out of their comfort zone, to be remarkable. Every day, we’re told, "We can’t do that," or, "We don’t want to do that," and, "People don’t care about that." I’m here to challenge you today, on this Friday of the last weekend in summer: When you come back from your long weekend, look at your company with an objective lens and start working to make it remarkable.
I’m going to make another statement that might rub you the wrong way.
It’s not our fault, nor is it the fault of any other inbound marketing agency, if your inbound marketing program doesn’t perform to your lofty expectations. It might be that you didn’t work hard enough to make your business remarkable.
Being remarkable is a core element of the marketing strategy, marketing planning and differentiation work that have to be done before you write your first blog, redo even one page on your website or start driving people to your social media pages.
If your business isn’t remarkable, it’s invisible. No matter how many blogs you write, how many e-books you publish, how many webinars you plan or Twitter followers you manage to secure, if you're not remarkable and don’t have remarkable stories for people to share, your inbound marketing results are going to pale in comparison to what they could have been had you worked harder, pushed farther or challenged your team to stop saying, “We can’t,” and start asking, “How can we?”
Every business has the potential to be remarkable. All it takes is creativity, a desire to move out of your comfort zone and take risks and a willingness to try something new. What’s the downside to making a 99-can case? This put them on the map. What if it was a monumental failure? Would they be any worse off than they were before they tried this? Of course not.
I’m sorry to tell you, but most of your businesses are painfully unremarkable. You’re unwilling to make them remarkable even when the ideas to do so are right in front of you. Take a chance, take some risk, be bold, and mighty forces will follow. Don’t listen to the people who tell you it’s a bad idea. If you’re not uncomfortable, it’s not remarkable enough.
Edgecraft your business by pushing it right to the edge. Don’t do anything illegal or amoral. But ask yourself, "What if we delivered our products in this way? What if we offered this service? What if our people wore this type of outfit? Would people talk about us?" Once you get to “yes,” you know you're on the right track.
Start Today Tip – Take the weekend to make a list. Spend 30 minutes jotting down possible improvements to your company that would get people talking. Don’t be limited by anything. Every idea is a good idea. Add some crazy ideas, as this gets the creative juices flowing. Don’t ask for any help; do it on your own. Think about what your prospects and customers would love. Think about what they hate about your business now. How could you improve that?
I would love to help any of you who want to personally talk to me about this. Making our clients' businesses remarkable is one of the sessions I love the most, and I would be more than happy to speak with anyone who wanted to run some remarkable ideas by me. Honestly, click this link to email me directly, hit the Be Remarkable button below or comment here, and I’ll personally follow up.
Have a great Labor Day Weekend.
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