Chapter 6
How Do You Stand Out?
Getting clear on how you need to get noticed
It’s mighty noisy out there! The marketplace is rampant and over-cluttered with people trying to get your attention. With all that noise, it’s hard to hear anything at all. More than ever, we marketers are called to be distinctive, to stand out in an over-crowded, hypercompetitive world. In fact, it’s absolutely mandatory.
Predictable, ho-hum messages will be caught in the global recycle bin of misguided marketing. The formula of telling everybody how great you are with your state-of-the art solutions, commitment to customer service, and the best prices in town just won’t cut it. Everyone will see right through you—if they see you at all. It’s going to take more if ...
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