“Better isn’t better, different is better. So get different.” – Mike Michalowicz
Building my first two businesses taught me that the only way to get in front of the people who need you is to master marketing, and that has nothing to do with mastering an actual marketing plan. Any marketing plan is just fiction if you can’t get prospects’ attention in the first place.
Our own fear of standing out is the number one reason why we struggle to get noticed. People lose the game of marketing because they play by the rules—rules that don’t even exist.
If you’re looking to nail your marketing strategies, It’s simple, you must be different. Human minds are designed to ignore what’s common, to filter out the static. It’s not a new phenomenon. It dates back to the evolution of man. It’s wired into our minds. The hunter mind was efficiently designed to filter out all of the common noise in order to notice the thing that stood out that could serve them. While we have certainly evolved since then, we still operate this way.
When your audience sees your marketing, they’re going through these mental calculations within seconds:
- Block out the common noise
- Does this serve me now?
- Should I take action?
For your marketing to be successful, your prospects need to be guided fast. According to Time Magazine, the average website holds visitors’ attention for a mere fifteen seconds. Instagram reports people spend less than ten seconds on a post. And what about more tactile marketing? I bet you riffle through your junk mail at warp speed.
A shining example of someone who’s mastered his marketing is Jesse Cole, of the Savanah Bananas. If you haven’t heard of Jesse and his team, let me give you the lowdown. Picture this: a baseball team that’s more about entertainment than, well, baseball. From crazy game-night themes to wacky promotions that have you scratching your head (in a good way), Jesse has turned the Savannah Bananas into a must-see spectacle.
What makes Jesse’s marketing strategy so dang brilliant? It’s all about engagement, baby! Instead of just slapping up some billboards and calling it a day, Jesse goes above and beyond to create an experience that’s as memorable as it is hilarious. I mean, where else can you see a team mascot breakdancing with grandma in the stands? Only at a Bananas game.
But it’s not all fun and games – well, actually, it is. But here’s the thing: Jesse’s approach to marketing is rooted in authenticity and storytelling. He’s not just selling tickets; he’s selling an experience, a feeling, a vibe. And let me tell you, folks eat that stuff up like… well, like bananas.
After I met Jesse and saw what he was doing, I went back to the drawing board to map out a new marketing strategy. That’s when I learned about the Von Restorff Effect Theory. This theory purports that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered. It could differ by color, size, shape, or texture, you name it. The idea is to make your marketing distinct, such that from afar, your customers’ attention is first drawn to you. You just know who the headliner is without much mental effort.
Because of this, I came up with the DAD method. Here’s a quick outline of what’s elevated my marketing:
- Differentiate – Get different to get noticed
This first step in the framework is to identify a marketing approach that stands out in a sea of sameness. What will make your prospect’s mind stop and pay attention? How can you engage them during the marketing milliseconds?
One place to begin is whatever idea you have, take it up a notch (or ten). If you’re sending something, be it swag or a digital download, call it something clever that stands out, and represents you at the same time. For instance, if you were sending a hat, you could call it a thinking cap. Little moves like this make you stand out from the rest.
Getting different starts at the micro level. You don’t have to come up with a huge, time-consuming marketing plan right off the bat. Make small changes to logos, copy, ads, and videos. Use those as a beta test to see what’s converting for you.
- Attract – In a way that attracts your ideal prospects
Next, ensure that your approach will appeal to the people you want to serve, not turn them off. How will you establish your marketing as an opportunity they will consider, instead of a threat they will avoid? Make how you are attracting works for who your community is.
- Direct – Illustrate a clear message of what action you want your prospects to take
Finally, your strategy must compel your ideal prospects to take a specific action you desire. Now that you have the prospect’s attention and they are engaged, you need to tell them what the heck to do. Marketing guru Jeff Walker says that marketing is every step you take to get the customer to the buying decision, and the sale is the final action on their decision to buy. So your clear, singular directive should get them to the next step.
Remember, when you’re marketing, implement the DAD method and think about Jesse Cole of Savannah Bananas. Don’t be afraid to get a little wild with your marketing – and BE YOU. Take risks, have fun, and above all, make your audience feel like they’re part of something special. Because when you do, magic happens. And who doesn’t love a little magic?
Wishing you tremendous success.
-Mike
Join me on the journey:
Last I saw there was a discount! Get Different for you or a friend at Amazon, Barnes & Noble, or any of your favorite booksellers.
