What is the value of being special?
We remember things that are special. Special means important dates like birthdays, anniversaries, important events. All things that we prepare for…. think about what we’re going to wear… etc. It’s what makes it special. Pretty profound huh?
What makes it special is because it is different. It is outside of the norm. It stands out from the hum-drum.
What about business? How does the successful become? How do we not get stuck into the what’s normal and break through to becoming special?
Technology, to me at least, is becoming normal. Very few things really impress me when it comes to marketing from the digital sense. I think it’s because that’s what everyone does. And when I mean everyone, I mean virtually every business in every industry. Technology is the new norm. It makes sense because the internet is unlimited, and more graphics and text or other stuff doesn’t have material costs.
Now I’m not saying you should give up on technology. Don’t shut down your website because you want to be different. But what sorts of things are you doing besides using the norm? Marketing involves interaction. I really enjoy seeing really intricate designed and printed invitations, packaging and other real life stuff (not virtual on screen things created to look like real life things!). Real, clever, and thoughtfully designed packaging not only delivers a product, but it delivers an experience. That is a great thing to use to complement technology.
So it’s not about cost. It’s about value. Value lies in if you want to stand out from your competition. Value lies in if you want to be different. Value lies in being valuable to your customers.
This stuff is the new way to “think different” as Apple would call it.
This is the new way to be special.