Let’s face it folks, We all want to be entertained. You cannot sell anything by boring people with your “fancy” industry lingo. Do you remember your favorite classes in school? I bet they had teachers that were engaging. You loved going to class because not only did you learn from that teacher but it was at least a little fun. The same principal applies to marketing your business. You want to make it very hard for your clients and prospects to forget you. I am not saying you need to be an “entertainer” but you do have to be engaging. If they are talking about you they are also indirectly talking about your business.
Think of all the companies and brands that have used characters or strong personalities to extend our launch their brands. The recent passing of Billy Mays really brought this idea back to the forefront of my mind. The reason he was such a great “pitchman” is because he was engaging, entertaining, and likable. Another great example is Gary Vaynerchuk, his personality enabled him to connect with a whole new audience of wine lovers.
People love to learn about wine and spend money with Gary because they like him. Part of his great personality is that he is transparent and shares who he is and doesn’t “hide” behind his brand but in a sense is his brand. He has taken his company viral by injecting it with personality. People are spreading his videos all across the internet. In short Gary V has just nailed it. Put bluntly, do not expect your marketing to spread if most of it looks or sounds like a technical journal. Industry jargon has zero chance of going viral.
Granted not every small business owner is outgoing enough to put this magic to work, my recommendation to them is to find that dynamic person and add them to your team. In today’s social media crazed world it is vital to the growth and possibly the survival of almost any type of business. I know there are a lot of businesses that have products and services that by their very nature are just plain boring (aluminum siding comes to mind) but if you are able to put some dynamic human personality behind what would normally be a ho-hum product or service, you may be amazed at the results that you get. Billy Mays did a great job of this with Oxy-Clean. I do not know about you, but Oxy-Clean by itself does not get me very excited. I leave you with a couple of things, I urge you as a business owner or entrepreneur to brainstorm on ways to inject more personality in your product or service. I also have listed below some links and videos of examples of great “personality” marketing for inspiration.