Today my gorgeous baby sister came for a visit.
This was a pretty big deal for me because:
1- I hadn’t seen her in two weeks. But more importantly…
2- She brought me a fine tribute of potato chips.
Now, my sister is trying to build her personal brand on InstaCrap and so far she’s been taking my advice. Especially regarding “Hashtags” and “targeting” and she’s been seeing massive growth from day one.
Now, I’m no InstaCrap master but I do know a thing or two about it.
Moving on the lil sis has a distinct style of putting on her make up where she makes the lipstick on her upper lip darker that the lipstick on the lower lip. Don’t try to picture how it looks… this fashion shit is confusing to me too.
Some people made fun of her for doing that.
While others applauded her sense of originality. So I told her to create a “buzzword” around that particular style. One she can easily claims as her own and make it part of her personal brand.
She may not have been the first person to do use that style… but dammit I’m gonna make sure baby sis will be the first person to get know for it. This similar to the story of Schlitz beer and Claude Hopkins in the twenties.
Schlitz beer was FAR behind when it came to sales when compared to it’s competition so they hired advertising god Claude Hopkins and brought him to their factory. After seeing how the beer is treated and sheer amount of care that goes into each bottle, Hopkins asked the factory owners why they never told anyone about how much work that into the booze.
Something along the lines of:
“Well all the competition does it… this is pretty much the industry standard process… why should we bother telling the customer about it? “
And just like that sir Hopkins got his Big Idea for the ad.
His ad told the story of how the booze was made. Ever though technically EVERYONE ELSE used the exact same standards and process for their own beer… Schlitz was the first company that became known for it.
Same thing I want my sister to do.
And so far a few older women she hangs with are already stealing her style. Her reach is growing. And I see a good future for her.
Moral of all this?
Find the one thing nobody talks about in your industry and bring it to the forefront. Even if it’s a mundane detail nobody talks about and it’s boring to you… it won’t be boring to the customer.
Especially in this day and age of jaded and skeptical customers whose attention span is harder to catch than a fish in a polluted lake.
That being said if you want me to find the juicy details that’ll arrest your customer’s attention and bring them to the forefront of your next campaign… go apply here for a quick 30 minute Skype call where we see if we’re a good fit.
And I’ll get back to you.
Till the next wave of madness… Vae Victis
“On with the show”