Joel Weldon has famously said: “Figure out what everybody else is doing, and don't do it.” To be recognized in the clutter of today's market, you've got to figure out a better way, a different way, and a more affordable way to keep telling your story. One of the ways to do that is to look at the changes going on in the marketplace.
ACTION ITEM
Study your competition and the marketplace, then devise new and innovative approaches that your competitors are not using. Try going back to snail mail to be different.
With the popularity of the Internet and email, there have been some dramatic changes in the ways people communicate. Some of the things left behind that can pay off for you are your fax machine, letters, postcards, and the good old telephone. Those things get attention today precisely because people have almost stopped using them. Consider how you can update the fax, the postcard, the letter, and especially the phone call to keep in touch with prospects and customers. This can be a different and better way to break through the clutter. The opportunities are everywhere.
TAKEAWAY
If you always do what you've always done,
you'll always get what you've always gotten.
You have to make changes to win customers.