Monday, February 28, 2011

Stick out while fitting in.

People don’t want to deviate from their normal routine.

So how do you get them to notice you? Interrupt their day? Force them to pay attention to you?

Don’t be intrusive. Don’t make them change their workflow to make time for a sales pitch.

Two examples of sticking out while fitting in:
  • You have a new product and want to spread the word. Modify your business card for a while. On one side of the card include an elevator pitch for your new product.  Later, when they’re going through their cards, they’ll remember the conversation they had with you.
  • You need to connect with a prospect that is difficult to reach. Send a personal video introduction via email. Your prospect goes through his emails just like the rest of us. And if you are lucky, he just might watch what you sent him.

Follow these steps when brainstorming for an idea like this:
  • What do you want to communicate to this person?
  • What are his common habits?
  • Where’s the spot for creativity

This is not an easy task. Madison Avenue was built on this problem.

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