The Melanie School of Marketing Against The Grain

The bell has rung and marketing class is now in session.

Thanks for showing up today. You’ve already set yourself apart from scores of other small business owners, entrepreneurs, and online marketers.

Showing up counts – just like it does in your business.

Today’s Marketing Lesson: Differentiation

Doesn’t that sound like hell fun?!

It’s a fairly short lesson and I promise it will be relatively painless. I believe “marketing” and “pain” should never show up in the same sentence.

Have you had enough of this stuff drilled into your head yet?

• “You need to stand out online and shine.”
• “You have to find ways to set yourself apart from your competitors.”
• “Distinguish yourself from others in your niche.”
• “Differentiate or die!”

Every time I see those messages, I picture myself juggling rings of fire while riding a unicycle or I see my body covered head to toe in tattoos. I can’t help it.

Extremes come to mind. My imagination takes over and concocts some pretty weird mental imagery.

You know – something “different”; something totally unlike me.

Truth is …

It’s challenging (if not, impossible) to stand out in a crowd, especially on the already over-crowded internet. {Tweet This}

I understand your frustration and I empathize. I’ve walked a hundred miles in your moccasins and I can tell you this marketing thing isn’t exactly a party.

I know you’ve worked your butt off trying to design a unique website. I understand you’ve slaved over your logo and tagline. Who hasn’t?! I realize your email opt-in form took a week to create and it still looks like crap.

It’s anxiety-provoking to feel pressured to be “different”.

I Have a Better Idea

I’m going to suggest you forget about marketing through differentiation (and hope those illustrious marketing gurus aren’t listening).

That’s right. Forget about it. After all, this is your business and you have the freedom to do whatever you wish.

Instead, be human. Be YOU. (And be mindful people have a B.S. meter.)

Be the best version of [fill in your name] you can be. {Tweet This}

Doesn’t that make more sense and sound a whole lot easier? Wouldn’t you rather eliminate some of the stress of running a business instead of adding to it?

Just be yourself – warts, imperfect opt-in forms, and all!

Here’s Your Homework Assignment

1.)  Lead with a personal story.

If there is one worthwhile formula to follow, this is it.

Telling people your own story , (your story of origin), gives them a way to connect with you and makes you a real person.

2.)  Be vulnerable.

Share your business failures – the obstacles you’ve overcome, the bloopers, and the missteps.

Showing your vulnerable side builds trust and confidence. {Tweet This}

Human frailty forms common bonds.

3.)  Speak in your authentic voice.

Put pen to paper or fingers to keyboard. It will be easier to find your voice in print before you find it out loud. The important part is to let your voice out in the privacy of your own world in the way it best flows for you. Whatever you do, just start writing.

This voice is often your most true voice. Why? Because it’s what you say to yourself in your head, not necessarily what you say out loud.

Hung up with writing? Don’t let it stop you. Grab a digital recorder and start talking it out in front of the mirror, at your desk, on a walk in the woods – whatever works for you.

4.)  Embrace slow marketing.

Really wrap your brain and your heart around it. I love this statement from Tea Silvestre Godfrey’s Slow Marketing Manifesto: “Panic is not a business strategy.” What’s more, I agree.

Think it’s going to take some time to build your business? Yep. Instantaneous success is a blatant myth.

5.)  Take a strong stand on your ideals.

Be bold and voice your opinions. And then listen carefully. Everyone loves a good listener.

Not everyone will agree with your opinions but people sincerely appreciate being heard.

6.)  Acknowledge your supporters.

Publicly and privately, recognize the contributions of every person who’s helped you along the way. A large part of your success hinges on your ambassadors, colleagues, and cheer leaders.

No one builds a business alone.

I’m sending you through the classroom exit today with a permission slip:

You don’t have to follow the crowd who’s telling you to differentiate yourself from the, uh, crowd. {Tweet This}

You won’t receive a letter grade for doing your marketing homework. But you will definitely reap immeasurable rewards and develop more meaningful and deeper relationships with your prospects, clients, and customers.

No Test Today

However, I’d love to know your biggest takeaway from today’s marketing lesson. What resonates with you? Tell me what you’re going to do to start marketing against the grain.