Today’s quote: “Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” –Michael Porter
I read some fascinating comments from the owner of an engineering business a few year ago.
Here is what he said…
“I am an engineer and I regularly send out letters to prospective customers, that break every rule in the book. I use pink envelopes, include coffee sachets have no letter head or scripted text, and have lots of highlighting and always a couple of stories to highlight a point. Customers look for my letters and everyone gets opened.
Who says you can’t be radical in a very conservative market??
I believe, look at what everyone else is doing and do the opposite.
Be brave and stand out from the crowd.
My gang think I am nuts, but we get results with very healthy growth each year, even in a diminishing market. One thing that I have learned, if the team think it is over the top, then we just have to do it because most people have a sense of humour and will notice and remember.
If we don’t get a 5% reject or complaint level, then it is not over the top at all.” I loved the comments about marketing from this engineer.
He was operating in a very conservative market and doing remarkably well by doing things differently from all his competitors.
How are most of your competitors marketing and promoting their businesses? And how could do the opposite of this and get positively noticed?