You May Be Safe AND Sorry Marketing Information Now
If you’d rather be safe than sorry, there’s a good chance you’ll end up being both. You may be safe and sorry marketing information now if you aren’t willing to take chances and conduct experiments. Risk is a fact of information marketing life. It always has been true, and it always will be true.
The first step in knowing which clients and customers you really want is discovering the ones you don’t want. It would be nice if there was another way to do this, but mostly it comes about as a result of trial and error, with an emphasis on ERROR. Most of us learn by default, and what we do with what we learn is the next step in our risky experiments.
I’ve heard talk that copywriters are experiencing frustration with their clients who are trying to play it safe in this scary economy. They want ads and brands that look and sound familiar and safe to the public. This “me too” positioning is what may very well lead to safety and sorrow because it provides assurance that the brand will NOT STAND OUT.
That’s a big mistake. Possibly the biggest mistake of all time. The whole point and purpose of establishing your brand is to stand out from the crowd. You have to be noticed and remembered as unique and special. That’s the first step in establishing credibility and authority when you’re marketing information. Yes, you will offend some people in the process. Those people will not be drawn to you, what you do and how you do it.
Offending some people is the risk, and it is also the key to finding your real audience and building your information marketing business.