The Tribune

By D’Arcy Rahming

Many times I’m called in as a consultant to advise on a marketing strategy. Since “everyone“ is an expert in marketing (I’m kidding, folks), I only work with key decision makers and owners. Normally, the key decision maker is someone who has skin in the game. In other words, he or she is spending their money, so they are more likely to value my time than someone who gets a salary no matter the results. In this way I avoid bruising egos.

On several assignments I have had to point out that a company’s campaign looks like their competitor’s, and it it is hard to get noticed if you are doing the same thing. This is called a unique selling position. What it means is that there is something unique about your product or service that would make a client choose you over another person. When the only answer you have for this is a lower price, you are selling a commodity. And if you have to sell solely on price you are in a boatload of problems, or soon will be.

So to help owners think their way out of sameness, I go through an exercise which involves getting rid of assumptions. I learned this from Dean Hunt. I’m going to use the example of the half page Yellow Pages ads in the beauty section. They all have several things in common: the name of the establishment is the headline; there is either a picture of a person or persons with a neat hair style, or an illustration of a barber’s tool; and there are store hours and a phone number.

What would happen if we changed these parameters? First of all, let’s put an emotion-driven headline. Instead of saying Joe’s Barber Shop, say ‘Look like a Movie Star’. Okay, it’s not the greatest line, but it would get your attention. Second, rather than a picture of a person who is difficult to see anyway, use that space to list some benefits such as: Our experts can make you look younger or more mature. Finally, rather than the store hours, have a stronger call to action. Call and book your appointment in minutes.

The point is that this ad would look different because it is different. Now, of course, just being different will not get you results, but it is certainly better than no one being able to determine who you are from the rest of the herd. I used an example of advertising, but this exercise could be applied to your entire business process. I know that I have saved business owners a ton of money with this exercise.

NB: D’Arcy Rahming holds a Masters of Management from the Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. To receive his marketing newsletter FREE go to http://DArcyRahming.com or contact him directly at darcyrahmingsr@gmail.com