Your brand isn’t sexy. You’re not Old Spice, you’re not Victoria’s Secret – you literally have no hope to run an ad with sex appeal. So how do you capture attention?
What matters most is becoming valuable; valuable brands are “sticky.” Sticky brands are those that people refer to online for resources because you, the valuable – “sticky” – brand, provide relevant information.
You must first set out to market your [unsexy] brand with a goal in mind.
- Do you want to change the public’s perception of the product/service?
- What is their problem?
- How can your product solve it?
- What is their need?
- How can your product fulfill it?
- How does your product untangle complexity?
Once your goal is determined, be sure to follow these rules:
- Don’t sell anything. Stop tweeting, posting, shouting, publishing constant sales messages. Have a conversation.
- Be compassionate. Attitude and sincerity show through messages – even online. Stay authentic.
- Become a resource. Write and post valuable information. Make people want to come to your site first.
- Focus on intangible benefits. Example: Your content management system can help save time which will allow business owners to spend more time with their families.
Take, for example, Dove’s campaign to boost self-esteem in young women. Dove wasn’t focusing on selling deodorant – deodorant isn’t sexy. They weren’t focused on shampoo or lotion, what they were focused on were the intangible benefits that come with recognizing real beauty – confidence and self-esteem. Through their videos and online resources they were able to reach a wider audience – not just the buyers looking for new lotion and deodorant- but the young women in search of resources and tools to help them through adolescence.
- Build your brand, build buzz, stop branding for keywords. People will come to your site because of your original, relevant content.
Stop worrying about being trendy – if you’ve got a good product or service, then the people will come. Build your marketing plan around your target market and what will complement your product the most.