My family was watching American Idol the other night, in the room next to my home office. While I tried to tune out the horrible singing (I enjoy the show when it gets down to the serious singers, but I can't stand the auditions!) I couldn't help but overhear Simon Cowell ask the following questions to several contestants:
"What makes you unique? What sets you apart?"
Since this is a point I drive home to my clients, and one they often struggle with, I found it interesting that it was coming up in this context. But then I remembered, the making of an American Idol is as much about marketing as it is about talent. In fact, this holds true for the music and entertainment industry in general. Just look around at some of today's top stars. Brittany Spears. Paris Hilton. Lindsey Lohan. Madonna. Angelina Jolie. Rosie O'Donnell. Donald Trump.
Love 'em or hate 'em, they are brilliant marketers. They have each created a very specific image and they don't vary from it. They know what they stand for and they flaunt it consistently. They understand marketing and the concept of standing out and standing for something. They understand the concept of USP - Unique Selling Proposition.
They know when they are true to their image they will attract as well as repel people. But that's okay with them. They know you can't please everyone. Because if you try, you fall below the radar into a sea of mediocrity. A sea of me-too stars whose names you never see on Entertainment Tonight.
This week's Marketing Step: So how about you? Does your business have a clear identity? One you never waiver from? Or are you floundering in a sea of me-too products and services? Or struggling to figure out exactly what identity will best serve your business? I invite you to share your USP or your thoughts on this post by posting your own comment.
Footnote: USP is so important that it's one of the primary marketing elements we work on in my Extreme Marketing Makeover Program. Your USP is the foundation for ALL of your marketing. It's what makes your business stand out and get noticed. You can save $100 when you register by January 30th for my next Extreme Marketing Makeover Program.