As a straight talking Marketing Coach for Small Biz, what I do all day everyday is to help my clients get their clients’ attention. It is the most primitive and basic definition of marketing. Here are some really cool tips on how to do exactly that:
1. Get to Know Me
Treat me as though I am worth the effort. Instead of sending out a canned email to hundreds, identify people who can specifically help, and invest some time and energy to understand them. With Facebook, Twitter, LinkedIn and Google you can learn a lot about a person and figure out whether or not there are truly common goals or if you are just wasting everyone’s time.
2. Show Me Value
As my smart friend and colleague Rick Newman of US News and World Report once said to a room full of entrepreneurs: “All of you have interesting stories, and none of my readers give a s**t”. Guess what, there are thousands of start-ups, new books, eager job applicants, worthy causes, and smart people. Explain why you are truly different. Then, don’t just make it about you. Communicate the specific value you bring to me, and the people who follow me.
3. Entertain Me!
The surest way to be rewarded with attention is through creativity. You have many tools at your disposal. You can make a cool presentation, video or even write me a short story. My God, at the very least, send me a joke. Just don’t bore me with a long blah, blah, blah email or cover letter that says the same stuff about how you are going to change the world or how you want to make a difference. Show me something cool, fun, and emotionally moving. Give me the Awesome Experience: the convergence of need, entertainment and the unexpected.
In marketing, boring someone is akin to killing your business. You lose eyeballs and ears, you lose business. Use your creativity or copy someone else’s. For example, the title for a recent best seller called So Good They Can’t Ignore You comes from Steve Martin‘s famous advice to other comedians. Get to know the person and provide incredible value so people are lining up for your help.