How to dilute your marketing voice, right out of the game

There are very few businesses being driven with their own unique personality.

Bluntly, most 'businesses voices and personalities' are either too medicinal and industrial, or just plain timid and non unique.

There are also others creating copycatting versions of some other personality or voice in the marketplace who actually does have clout and positioning and presence.

But, what if you actually do have a unique voice and positioning, (or you want to have that uniqueness from the get go) how do you actually dilute and water down that voice, without you actually realising that it's happening?

One way is to have some other voice represent you in your marketing and communications. And in that process, have them end up not sounding like you at all. A cheap suit version.  

And that happens when someone aiming to represent you, doesn't have a deep understanding of your mannerisms, your little quirks and foibles, your way of structuring sentences, your use of analogies and metaphors, your unique language patterns.    

They've not mastered, you. 

They're not interested in creating an Oscar winning performance for you on your behalf.     

And diluted, fake representations in communications can be spotted a mile away by the right audience, just like a knock off Luis Vuitton clutch bag can be spotted by a keen-eyed bag connoisseur.  

The ever respected pioneers of the direct response marketing world, Jay Abraham and Dan Kennedy, have recently had their personalities in print, be clumsily butchered by cheap representations of those speaking on their behalf's.

For specific reasons (amongst them being lack of time and poor health) their once powerful communications and messages, have been outsourced and as such, given the cheap fake version by those who just haven't locked in to how JA and DK actually think, speak and write.

Now they may think they know. But it certainly doesn't come across in the various communications. 

Now to be fair, the headline of this post doesn't necessarily suggest that they'll both be diluted right out of the marketplace because of having their voices watered down and neutralised by those attempting to sound like them in print (they've too much marketing positioning and embedment into the market's psyche). 

But, it does suggest that if you're an owner, an entrepreneur, a business builder or marketer, you want to find your own unique voice and bring that to the marketplace.

And, to not be a watered down version of anyone else.

Doesn't matter what the industry, business sector or niche...

There's ALWAYS room for the non-conformists, the unconventionals, the contrarians, the thud creators, the rebels with a cause, the bold and the courageous. 

Play the communication and positioning game like everyone else and guess what, you'll quite rightly get labelled and commoditised as a sound-a-like, a mee-too, a samey samey.   

Fact is, many like (and revel in it to some extent) being the tribute band version. 

The AI incarnation of an existing voice. 

No unique creativity or thinking, required. 

And that's probably why it's an acceptable way to be for many.    

It's a path of little to no resistance.

But, when you're the authentic cat on the block, no one can mess with your standing by way of trying to copy it and then create their own marketplace uniqueness.  

Can't happen.    

Richard Branson - unique voice and personality.
Steve Jobs - unique voice and personality
Muhammad Ali - unique voice and personality
Elvis Presley - unique voice and personality

The good news is you do NOT have to be a goliath in the game of business, entertainment or sport in order to create a unique positioning (clue - they all started at one time with just an idea and nothing else, and grew into the giants they were) so... having fat whopping marketplace positioning and access to unlimited resources isn't the name of the game.

Being a unique voice in a marketplace that's filled with conformity and dullness IS the name of the game. 

Want to create a UNIQUE marketplace voice? Then start with getting the FREE BOOK that'll help you find your personality and voice in your writing.               

 

 

 

Where have all the good writers gone?

Seems ludicrous to me.

Of course it does. 

Investing in expensive hi-tech gadgetry, online tools and sophistication, whizz bang automation...and yet, hiring people devoid of emotion, connection, and just plain human sense to get the product, the service, the business, the idea, across and sold.

It's like the entrepreneur investing in eye boggling buildings, elegant interiors, sophisticated technology, yet hiring a bubble-gum popping, couldn't-care-less nitwit at the front desk or manning the phones.

Why cut corners?

Well, you've got to make cuts and reduce costs somewhere, right? 

And yet...

Why on earth would you want to do it in the highest yielding activities a business has - the sales writing and marketing pieces that are designed to have someone who is a potential prospect for the offering, to be captivated and charmingly invited to take up the offer. Why someone would want to compromise on that specific corner cutting is more than mad. 

And that's especially ripe in today's crazy mad scenario where businesses are going out of business because amongst many things, they're not making enough compelling offers to invite, entice, encourage the marketplace to buy what they have.

A good sales writer with a switched on brain, will do that for you.

Got lots of stock piled up and you can't shift it? 

Then create a promotion. Write a sales letter or an ad. Do something that you've not been doing.

Don't just think the economy and your customers and the government are simply going to come to your rescue when you want them to.

They won't.

It doesn't work like that.

HINT: You be your own rescue source. 

If not, then hire competent writers with switched on brains, oodles of sales mojo and a dollop of creative wit in order to help you bring in the rupees, pounds, dollars or euros.   

The great Dan Kennedy refers to something called - send the bill to the herd.

By that he means if you want a monetary injection, then write a sales letter or a promotional campaign for a specific offer and let your customers buy it. 

In other words...

Let the customers pay the bill for what it is you want. 

Of course, in return you've got to provide them with something of wanted value. Something they really want. Some kind of irresistible, can't-turn-away-from', bargain.

Because if you don't provide something of higher value than its purchase cost, then you'll be seen as a desperado for money.

If you like that reputation, then there's nothing I can do about fixing that. That's down to you to do. 

But here's the crux of the matter - you can't send the bill to the herd if your writing and communications are devoid of genuine personality, entertainment, and a well crafted offer.

So again, where have all the good writers gone?             

Because honestly, all  you need is a good enough writer, a decent product or service, and a list or audience to sell what you have.

And in times of COVID, and social distancing and not going out that much to shop... with most people spending gobs of time on their phones, the internet, social media... the time to bring out your writers so they can do their money creating stuff, is actually...right in this very moment.      

As strange as it might seem, the current climate and economy is perfect for your marketing and sales writers to help you lug in the money.

http://rajahireker.com/what.pdf