Last night one of my buddies called me around 8:30PM. When I answered the phone I asked him if he liked to live dangerously?
He asked me why?
I strongly informed him that he was calling right in the middle of American Idol. He laughed and we had a short conversation.
I do like watch American Idol because I think it is a entertaining show but I also watch it because it provides a GREAT marketing secret.
Would you like me to share the secret with you?
You would?
Okay here it is:
American Idol is hugely popular because we get hooked on the personalities that make up the show. One of the best marketing secrets I can share with you is to use the force of your personality to drive your marketing and your business.
Even if you don't watch American Idol you may be familiar with the people on the show and the people that have been on the show.
Paula Abdul, always makes herself look like a bonehead every year. Very sweet and patient with the contestants but does some truly strange things every year. Simon Cowel, the grouchy guy from Great Britain. Very short tempered and not very gentle with the contestants.
Randy Jackson, the third judge, probably the least known because he does not have the strongest personality on the show.
Then you have the contestants. American Idol does an excellent job getting you to know and root for the contestants. We all become wrapped up in what's going on with them. By the end of the show you're hooked.
So don't be afraid to use your personality in your business. People want to do business with a person not a nameless, faceless business. Turn yourself into a brand.
Look at some of the big names in business - Donald Trump, Oprah, Martha Stewart, etc.
As the marketplace becomes more and more crowed with the competition this marketing secret becomes more and more important to apply. When I first started in the dog training business in my area there was me and one other guy.
Now, there are about 12 other dog trainers in the area. What did I do? I turned myself into the Amazing Dog Training Man. I had a logo made, wrote a book and positioned myself as the expert in my area.
Most of the dog trainers in my area can train a dog just as well as I can. BUT...
I am the Amazing Dog Training Man!
I turned my business into a brand. By becoming a brand I stand out from the crowd. I have name recognition, it's easier to remember me, to refer to me etc.
My last point. Believe it or not I am a fairly shy person. I am NOT the life of the party, I am NOT the guy that is the center of attention. If fact, if you were in a room with me and a group of people were talking about dogs, I would be the guy that is the most quiet. It drives my girlfriend crazy. She can't understand why I don't talk up more, especially when the subjects of business or dogs are being discussed.
I was much more quiet and shy before I started my business but I had to shed all of that because early on I learned this principle.
I can't stand being second and knew that if I wanted to be the best, most well known dog trainer in my area I had to use the force of my personality to stand out.
So here's your homework for this week: Start watching American Idol. As your watching it think about how you can use your personality to drive your business and marketing.
As always I look forward to your comments, questions and suggestions.
Your friend,
Eric
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