Monday, July 16, 2007

Paris Hilton and Purple Cows

Do you ever feel like the Nicole Ritchie of the business world? Destined to be lost in a sea of larger, flashier competitors? Volumes of books have been written about standing out in a crowded marketplace so it’s obviously a topic that is near and dear to the hearts of millions.

Job seekers ask professionals to write resumes that will make them “stand out” from the crowd. Businesses strive to find their “purple cow” solution that will make them stand apart from competitors in their space. Even those running for President are looking for ways to be different in one of the largest and longest pre-primaries in recent history.

In the past, there was a clear dividing line in business. There were major corporations participating on a national or global stage, small business that was primarily local or niched and mid-sized business that fell between the two.

The size of the business no longer determines the playing field. Technology has made it much easier for small and mid-sized businesses to look much bigger and compete on a global scale.

Like it or not, almost every business does compete locally even if their desired customer base is local. The freelance writer in Paducah may face competition in the business writing arena from Great Britain, India and Chicago.

Technology has made the world much smaller and it can be hard to rise above the blogs, adwords, youtube videos and MySpace pages to get noticed. No wonder Barack has turned to hip hop music videos and Hillary is spouting one liners on Letterman!

So, how do you get noticed? Is it possible to rise from oblivion to greatness without a porn tape or shaking your groove thing at a Hollywood party?

Believe it or not the business principles that pre-date our modern technological tools remain relevant today. People still value good old fashioned quality and service. Yes, they may download songs from iTunes but it’s not the technology that makes them listen it’s the music.

In other words, the technology is a tool to reach your market but you will win and keep customers because you offer something of value to them. Album, CD or MP3, a great tune is a great tune!

The key is to know your market. What does your market want and where are the gaps in your industry? What do you bring to your market? Take time to discover your value to your market and then tell them! Once you’ve got the substance go ahead and add the sizzle! Use the most effective technology and marketing for your market. You may never become as famous as Paris but plenty of people have never heard of Martin G. Carver either.


Be purple, fuchsia, sing a song or tell a joke, but just be uniquely you!



Until next time!

KDS

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