Often, you’ll receive an email from a company that screams; we are so boring that we didn’t bother to do anything imaginative to grab your attention.
This bland approach telegraphs that you didn’t care enough to create something imaginative that connects with me on a human level. It is as if the average was the goal and let’s not offend anyone’s sensibility by trying to stand out too much.
Boring Marketing Never Works
Seven ways to avoid being boring:
- Decide on a personality for your brand. Are you fun, enthusiastic, over the top, happy, euphoric, compassionate, etc.? Show your style. Live your brand.
- Live that personality in all your communications. Stay on brand. If you are all about compassion, then use that word to filter all your messaging. (does this feel compassionate?)
- Push everyone to live your brand. How does a kind of brand live and breathe each day? Call out inconsistent behavior when you aren’t living up to your ethos.
- Stand out from the crowd in a way that aligns with your brand persona. Don’t be sarcastic if your brand is about being humble. Align the image, words, and messages together.
- Go beyond the obvious and don’t accept first-drafts of ideas. Ask the question, how might we live our brand at the next level?
- We read images before we read the words. If you want to convey excitement and surprise, don’t show a picture of a dull and boring building. Convey the emotion using people’s faces or expressions.
- Ask someone outside your organization if your marketing messages are exciting or dull? Get objective perspectives from people who want to help you grow.
Flying Your Flag
If you want to stand out, an average message appears in the middle of the pack, and few people will notice. Let your freak flag fly if that’s your brand’s personality. Or, live in concert with the ethos of the brand and make sure you do this in every touchpoint with your customers.
Want prospects to read your emails, visit your website or come by your tradeshow booth?
Go ahead, be different. Find your voice. Bring your personality to your marketing.
Stop being boring.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. Visit my website at www.themarketingsage.com The conversation is free, and we can explore working together.
Photo by Vonecia Carswell on Unsplash
