For years now , I ’ ve told any business owner who will listen to “ get different .” If you ’ ve read my book of the same name , you ’ ll know that it ’ s not necessarily the better businesses that attract the most customers — it ’ s the most different businesses . In an overly saturated market , the name of the game is standing out in the crowd .

Rather than just reshare the step-by-step guide that ’ s in my book , I thought I would give a rather unique example of “ get different ” in action — and it ’ s probably not anything you would expect . Behold : Morris County ’ s sheriff , James Gannon , and his ’ 63 Chevy Impala . He might not be a businessman , but if he wants to garner votes for the next sheriff ’ s election , he ’ ll have to market himself nonetheless — and a classic police car is the perfect way to market what kind of candidate he is .

If you ’ re having trouble picturing what a ‘ 63 Impala looks like , think about any classic police movie from around that era . The officer probably drove something similar , with the sleek body topped with a bulbous police light . If you saw that car driving up the street , what would you think about it ? My guess is classy ,

old-school , bold , reliable , safe , and just plain interesting . To his community , James Gannon is all of those things , if only by association with his Impala .

However , I should mention that Sheriff Gannon ’ s car isn ’ t some sort of misdirect ; it ’ s an accurate representation of who he is . Regardless of where you might fall on the political spectrum , you can ’ t argue with his experience : 40 years in law enforcement and the security industry , working not only for his local police department , but also for the FBI , the prosecutor ’ s office , and finally as the sheriff in Morris County .

Sheriff Gannon ’ s Impala accurately represents the fact that he is classy , reliable , bold , relatable , and , perhaps most importantly , safe . In a word , he ’ s different from the other candidates . So , if you ’ re looking to get different like Sheriff Gannon , let me finish up this article by giving you a few tips .

FIND YOUR “ EST ”: Buying a car and outfitting it with your logo might not be the best move for marketing your business , but it should make you ask yourself these questions : What is your “ est ”? Are you the smartest ? The fastest ? The boldest ? The most analytical , reliable , or progressive ? Find your “ est ” — what makes you unique — and run with it .

STAY VISIBLE : Keep putting your business out there , even as you start to win business . Staying in the public eye is how you communicate to your market that you ’ re confident in what you ’ re offering and you ’ re in it for the long haul . You want people to know that you ’ re like Sheriff Gannon and his Impala — reliable and trustworthy .

The world is changing in so many ways right now . With your very own innovative marketing strategies , let everyone know that , through it all , your business vows to remain reliable and authentic .

Visit our website or call ( 201 ) 847-9175 to speak with our team of Cyber Liability Specialists .