Cover Story
FIRST: BE
REMARKABLE
FIRST: Be remarkable
Being remarkable is a worthy and noble
pursuit. But how is ‘remarkability’
defined? Simply put, in order to be
remarkable, you must be or do some-
thing that others can remark about.
So what does it take to be remarkable?
That’s a more challenging question to
answer because what it takes changes
every day. Therefore, you have to
change too. When thinking about
remarkability, do something worth
talking about. Offer something different
from your competitors, or offer some-
thing similar in a different way. Do this
instead of lowering your prices to compete.
Being the only option to customers who
want what you’re offering means that
your price is your price. And that’s what
they’ll pay if they want to work with you.
18 | April 2019 | GRAPHIC ARTS MAGAZINE
Lowering your price in lieu of remark-
ability is a losing race to the bottom.
Furthermore, Godin argues that waiting
for a Request For Proposal (RFP) means
that you’ve already lost. If potential
clients are sending you an RFP, it means
that they don’t care about all of the
special offerings they can get from you,
which is exactly why they’re sending you
an RFP. In other words, if your prospect
can write it down, they can likely find it
cheaper elsewhere. The reason they
want you to fit in, is so they can ignore
you. It’s the intangibility of your offerings
that makes customers want to work
with you – an intangibility that your com-
petitors will have a difficult time copying.
SECOND: Storytelling is the
‘secret sauce’
Storytelling is a powerful, age-old
technique to get people to listen to what
you’re saying – and more importantly,
actually care about what you’re saying.
Take the Tiffany & Company brand,
for example. Tiffany’s rich history of
craftsmanship and innovation as an
American company in an industr y
dominated by European companies has
enabled the brand to write the age-old
tale: Boy meets girl. Boy and girl fall in
love. Boy asks girl to marry him. And,
he turns to the most trusted name in
jewellery because he purchases a ring
that’ll express just how deeply he
cares…..the one with the little blue box...
..the one from Tiffany & Company.
But how much is that little blue box
actually worth? Godin argues that it’s
worth a whole heck of a lot more than
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