Archive for May 7th, 2008

Recently I went out to the letterbox to collect my mail.

It was full of the usual … lots of junk mail. A few letters etc.

Then in amongst the junk mail was three seperate (but delivered together) DL size flyers from local Real Estate Agents.

They all looked the same …

They all said effectively the same things …

They all were copies of each others.

The only noticeable difference is that they had a different logo and color scheme.

Think about this from Joe Publics point of view. When he or she receives practically identical marketing messages from people providing practically identical services how do they make a positive decision to use you?

Well … there is an old saying … put two bones in front of a dog and you will confuse the heck out of him.

This is just as true in marketing your business.

If Joe Public can not immediately seperate you from every one else out in the market then what chance of them calling you? Very slim to none.

This is what I call a bad case of marketing me-to-ism.

What tends to happen is that within an industry all of the businesses watch, observe and study what their competitors are doing. If they see someone else doing a particular type of ad then they will create something similar.

They rarely stop to conduct any research on the effectiveness of the marketing.

So we find that practically any industry you can think of there is a downward spiral of marketing intelligence. It is commonly known as the dumbing down of marketing intelligence.

The key to breaking out of the pack … to differentiating yourself from the rest, is to market in a way that is completely different to everyone else.

You may need to look outside of your industry for marketing ideas that work and then bring them into your industry.

Here is a clue … stop image marketing and start to look at direct response marketing. It will transform your business.

If you would like to have a complimentary marketing audit on your business then please click here.

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