Passionately Differentiate Your Business

Apr 6, 2012 | Brand Differentiation

Do you ever feel B2B marketing is just a little too clinical? Or better yet, a little too professional?

I’ve been flipping through trade magazines today, and struck by the number of ads that are plain boring. Transportation and logistics firms marketing themselves with glossy photos of trucks and taglines like, “Providing solutions for your mobile transportation needs.” Or HR providers using stock photography of groups of people wearing suits and smiling with crossed arms looking ‘professional.’

Generic images, generic copy and generic calls to action. They all look the same, and they’re all forgettable.

Why? That’s all I can ask. Why would any company blow $2,500 to $10,000 on a full-page ad when the ad is so abysmally boring? It’s a waste of money.

Boring, generic marketing doesn’t work. Period.

Don’t hold back. Go for it

Take a page from Jim Henson. Jason Kottke shared a video of the original pitch video for The Muppet Show.

Jim Henson didn’t hold back. He didn’t pitch the features and benefits of the show. He revealed the satirical whimsy of the characters, and how they could dazzle and delight an audience.

The announcer lets it all hang out in this pitch, “Buy this show, and we’ll be famous. So put it on the air.” He goes so far as saying, “And God will look down on us. And smile on us. And he will say, ‘Let them have a 40 share.'”

From the very introduction, The Muppet Show is differentiated from all other comedies and TV programs. It stands out and is remarkable.

Stop being professional

There’s a sharp difference in Jim Henson’s pitch from all the bland, boring ads listed in trade magazines. Henson doesn’t try to come off as reserved or professional. He presents the show for what it is, and takes a clear stance.

It’s easy to get caught up in what is ‘professional,’ but customers need more then a nice suit and platitudes to choose your products or services. They need to know what makes you different.

Joe Friday used to say on Dragnet, “Just the facts ma’am. Just the facts.” Facts might work for detectives, but they don’t differentiate products and services.

How can you share your passions and energy to demonstrate your company is remarkable?

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Jeremy Miller

Top 30 Brand Guru

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