Bright Ideas # 35 – Daring to be Different

What can you do to stand out in today’s crowded marketplace? Basically, you have two choices: offer products or services that truly are new, improved or exciting, or market your business in a way that is different from your competitors.

For many businesses, the first option may be difficult or too costly. Luckily, the second one is fairly easy.

Because making your company stand out can be as simple as creating an attention-grabbing voice for your company. Unfortunately most small to medium-sized businesses don’t put much thought into their voice.

The result?

At best their marketing materials end up sounding just like everyone else. At the worst their materials are boring and don’t get read.

By using an interesting and enticing voice in all of your marketing materials, you set your business apart, attract the attention of your ideal client and turn ordinary customers into rabid fans.

Plus, having a unique voice is a critical part of building a strong, easily recognized brand.

Think of it this way…

Businesses have personalities and voices—just like people—and it’s human nature to instinctively gravitate to the ones we like. Or the ones that seem to be most like us.

Well-marketed businesses have voices that sound just like their customers’ best friends. Because by using the same tone and vocabulary as your target market, you give your business a personality that resonates with your ideal client.

Just check out any of the marketing materials in Starbuck’s stores, Trader Joe’s newsletters, or on the Apple Ipod Website to see what I mean.

The bottom line is…
When you develop a distinctive, enticing voice for your business, you create a virtual magnet that pulls in dedicated customers. After all, who wouldn’t want to buy from “someone” they like—or someone who is like them?

So how do you put more personality in your writing voice?

Start by writing just like you normally would. Then use one of these four nifty tricks to go back and liven up your writing (I’ve included examples to help make the concepts crystal clear).

1) Analyze the vocabulary used by your target market. For example, before I started writing a brochure for a wedding store, I looked at wedding magazines and websites.

Then I made a list of words and phrases that were commonly used to describe people’s dream weddings and wedding accessories (like traditional, elegant, whimsical, special, affair and uniquely you, and used those words whenever possible.

Example: It all starts with your invitations

Traditional, contemporary, whimsical, elegant…the style, color and texture of your invitations set the mood for your entire affair. From Save-the-Date cards and menus to shower and rehearsal dinner invites, programs, seating cards and thank-you notes, (we) have the largest selection in the Puget Sound area.

Come by and browse, then make an appointment to sit down with our invitation experts. We’ll work with you to narrow down your selection, help choose what you want to say, and create a look and feel that is uniquely you.

2) Another terrific trick is to search for other writing whose tone and voice you think is a good fit for your needs. Then read that just before you start to compose.

This is a bit like being around someone with a British accent long enough that you start to pick it up. You want to get the right sound in your mind’s ear before you start so you can mimic it.

Whenever I write for Paddler Magazine, I start by reading Maxim. Why? Because they both use the same sense of irreverence, humor and sexual innuendo (though Paddler is a bit more family friendly).

Example: Five Sure-Fire Ways to Pick Up a Hot Boater Guy

Sure, the odds have always been in women’s favor on the river. But now that more gals are taking up boating, the competition is only gonna get tougher. So here are a few ways to help you hook up with the buff kayak stud you’ve been having “wet” dreams about.

1. Casually reveal that you have a bunch of beers on the ice at the take out—way too many to drink by yourself. Be careful not to say this too loudly, or there won’t be any left for you.

2. Tell dirty jokes in the eddies. This will get you noticed and makes you seem cool all at the same time.

3) Another option is to study the demographics of your target market, and make a list of the issues and ideas that are most important to them. Then speak to those concepts, using their vocabulary, in your writing.

By doing this you say to your customer “Hey, we know you and we understand your wants, needs and dreams”.

Example: Hydration for Your Life

We know how hard it is to finish a race, make a summit, or even handle the evening commute if you’re bonking from dehydration. So we made (brand name). Hydration packs that can hold everything and keep you going strong all day long, and taste-free reservoirs and flexible bottles that will get you through a day on the trail or an afternoon around town.

So get out there, throw down, and drink up.

4) Or you can just have fun. In most industries, there is absolutely nothing wrong with using a lighthearted or somewhat irreverent tone. In fact, it makes your business seem more human (though I wouldn’t recommend it for funeral parlors or divorce lawyers :-) ).

Consider this…

All other things being equal (experience, expertise, price, etc.), who would you rather work with…A consultant with a sense of humor, or one who is dry and boring?

Me, I’ll take the fun person every time—especially if I’m going to be dealing with them a lot!

Example: Ever think that cloning is wasted on sheep?

Do you wish there could be one, ten, or twenty more of you to get everything done?

Yeah, you know there are ethical issues, but who has time for those? What you need are clones...
and fast!

Want a clone to write a press release? How about a bottom line clone to find the best PR distribution for the cost? Heck, why not throw in an extra clone to track your press release and guarantee your story got out in the press?
Or, just go to (client’s Website).

Sure, writing with a unique and interesting voice takes some practice. But I promise the results are worth it.

So pick a voice that resonates with the type of folks you want as clients, and use it in every piece of marketing you create.

Soon your unique style will become your calling card. Your business will stand out. And average customers will be turned into rabid fans who wouldn’t dream of buying from anyone else.

©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.
Was this info useful?
=======================
If so, feel fr*ee to share it with your own list, post it on your site, post it on your
blog, or add it to your auto responder. Just make sure you leave it intact and do
not alter it in any way. All links must remain in the article.
And, you must include this at the end of the article:
©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

Please notify me at stacy@success-stream.com when my article is used, whether online or off. Thanks!