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SHAKE YOUR PURPLE BOOTY
Do you have a purple boot in your marketing arsenal?
Something that stands out, turns heads, screams "different"? If not, read on to find out how you can break away from the fray and get people talking.
Stand for Something
We Turtles have been consulting with a law firm, who is trying to steer clear of the pack with some novel marketing ideas — some of which have nothing to do with law. Instead, they reflect the firm's strong commitment to a couple of timely social issues.
By aligning themselves with these causes and weaving them into their mission — and their marketing tools — these attorneys are making a name for themselves among their clients and prospects.
Their Web site, direct-mail campaigns, and promotional handouts all reflect their dedication to this cause, positioning them as attorneys who care about the environment.
Is there a cause you embrace that you can weave into your marketing campaign?
Here's an example: This past Halloween, a local dentist offered to pay a dollar per pound for Halloween candy his patients brought in, up to $10 worth. After collecting the "booty" and paying his "customers," he shipped the candy to troops in Iraq.
The benefits were twofold: Kids gave up their cavity-inducing treats while Snickers-deprived troops got a sweet indulgence.
Oh, and one more thing — the dentist got great PR for his creative outreach effort. That's what we call a win-win-win situation.
Alter Your Identity
Getting back to the attorneys: We also suggested they change their logo. Why? Because like many law firms, their logo projected the stereotypical "lawyer image": stodgy, bookish, and serious.
Of course, as attorneys, they've got to look professional and capable. But do we really need to see another set of scales or case of books or judge's gavel on a lawyer's marketing materials? Such icons are predictable and ho-hum.
We challenged them to create a new look with more vibrant colors and a theme that reflected their "eco-grooviness." The result was nothing short of refreshing — and now, they really stand out from the herd.
You don't have to go wild and crazy, but why not do something a little surprising? Many people are afraid to venture beyond the norm or defy what's "expected" ... and that's precisely why they're forgettable.
Become the Expert
Give prospects and clients a reason to need you: because you're an invaluable resource. Here are a few ways to begin:
- Post relevant information on your Web site and update it often, for example:
- Real Estate: "Why You Should Buy a House in a Down Market"
- Hair Salon: "How to Winterize Your Hair"
- Interior Designer: "Refresh a Room with Paint"
- Travel Agent: "Adventure-Travel Hotspots (a.k.a. Avoiding the Tourist Traps)"
- Gym or Personal Trainer: "Yes, You Can Run a Marathon"
- Send regular industry updates via print or electronic newsletters
- Write educational articles for magazines, newspapers, chamber of commerce newsletters, trade books, etc.
- Submit editorials to your local papers
- Start a blog, and invite comments and questions
By positioning yourself as the expert, people develop confidence in your skills and expertise. When you dole out free information, just remember: Tell them what to do, not how to do it. Let them hire you for that!
The new year is upon us, so now's the time to kick up your heels and pump up that marketing effort. Contact the Turtles for a complimentary one-hour consultation. (We'll even bring the boots!)
Contact us today.
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