GET DIFFERENT
KEEP YOUR MARKETING MESSAGING OUT THERE TO ENSURE THE PUBLIC YOU ARE CONFIDENT IN YOUR OFFERING AND ARE THERE TO SERVE FOR THE DURATION .
of his main identifiers in the community . Though , it should be noted that anyone who ’ s familiar with him would support him regardless of political affiliation , or car for that matter . Gannon has almost 40 years of law enforcement and security expertise , spanning from years as a police officer , to the FBI , to the Prosecutor ’ s Office , to our county Sheriff . He also just happens to be an exceptional human being .
Fantastic . However , what if you never heard of Sheriff Gannon before ? If you saw this car cruising up Main Street , what would you think ? Words such as classy , old school , bold , reliable and interesting may come to mind . Likely not a coincidence , these are all adjectives I happen to have heard Gannon described as .
THE PERFECT MARKETING RECIPE
My friends , this is the perfect marketing recipe . It ’ s subtle marketing . Maybe Sheriff Gannon just loves this old school car ! But , from my marketing mind , I see a delicate balance between getting attention from prospective voters , while representing who Sheriff Gannon really is – classy , old school , safe , relatable and reliable .
It ’ s also a balance to get attention and not drive ( pun intended ) people away . The car , and Sheriff Gannon ’ s persona , does the opposite of driving people away . People gravitate to this car , and to him . It announces that he ’ s there and is a conversation starter . He is known for progressive leadership and security efforts in our community . When we see his car , some of our basic needs ( see Mazlow ’ s Hierarchy of Needs ) are met . We feel a sense of well being , and smile . We feel help is near should we require it . We feel safer , and more secure . We know he ’ s present . Fellow business owners , this is the Shangri La of marketing .
FIND YOUR “ EST ”
I realize buying a new car and outfitting it with your company logo may not be the secret to your marketing success . You should , however , take a page out of Sheriff Gannon ’ s marketing book ( whether he realizes he had one or not ). What describes your business best ? How can you serve your prospective customers in a way that no one else can ? Can you fulfill their needs and make them feel secure in their transaction with you ?
What is your “ est ”? Are you the smartest or the fastest ? Are you the most progressive , analytical or reliable ? Play off of the traits unique to your business that will tell people you can serve their pain points and needs better than anyone else .
STAY VISIBLE FOR THE BEST MARKETING
Just because you win business doesn ’ t mean your marketing can disappear . You have to believe in your business and your marketing more than anyone else . Keep your marketing messaging out there to ensure the public you are confident in your offering and are there to serve for the duration . Just as Sheriff Gannon still drives his classic car , you want to be sure you ’ re letting people know you are still around , reliable , and here to stay .
It ’ s a time of regrouping . In that , necessary changes are happening in the world , the environment , the economy , people ’ s personal lives and in your business . Let the world know your business is there for it all by using authentic marketing techniques to fulfill the new needs of the world .
I cannot wait to see what you achieve !
Mike Michalowicz is the entrepreneur behind three multimillion dollar companies and is the author of Profit First . He is globally recognized as the guy who “ challenges outdated business beliefs ” and teaches us what to do about it . To learn more about Mike and get access to a treasure trove of entrepreneurial tips , visit MikeMichalowicz . com .
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