Seven Ways People Will Always Be the Ultimate Differentiator
This was an actual quote by Dwight D. Eisenhower. Now I’m not trying to sound like Brene Brown and her the story behind the name of her famous book, Daring Greatly. She named after Roosevelt's quotation. I’m not a DDE fan by any means or do I even know anything about him other than he was a president. When I was brainstorming my blog post and what I wanted to write about this popped into my head and I googled it; that’s the back story behind the title.
Anyway, it’s true! Maybe not in the same context as DDE intended, I’m pretty sure he wasn’t talking about marketing differentiators. Probably war or something similar and scary. I AM talking about marketing when I say People Will Always Be the Ultimate Differentiator. This list is more than just customer service or sales. This is about using people in your business as a marketing differentiator. Not turning their story into a marketing message or forcing a branded homogenous culture narrative into a campaign. This is about taking the inherent value in one’s personality, skillset, and contribution in order to differentiate your business and your business pursuits. Have a read and let me know what you think.
The Funny Person - Richard Laymer
Toooomm, making copies, at the copier, the Tomsterrrrr, Yes, it’s the copy guy from SNL! We all remember him, or at least the Gen Xers do. Now, you don’t want that guy in the office to be part of the sales and marketing team but what you do want is the guy that uses humor, like this, to build relationships and establish rapport. Humor is an amazing bridge builder. Funny people are memorable, creative, and fun to include in brainstorming sessions. A great sense of humor is a terrible thing to waste. Go thank that funny person on your team right now!
The Technical Nerd - Liz Lemon
Maybe not as cool as Liz Lemon but technical people are powerful differentiators. Nobody questions the integrity of the technical nerd. They know that fundamentally the techie cannot live with themselves if the details and legitimacy of what they do is not 100%. As Business Development Manager for a civil engineering firm a few years ago, the technical group were my best friends during proposals and interviews. The clients knew them, knew their work, and liked what they delivered. In other words, there was a guarantee that no amount dollars, revenue, or number of projects could ever deliver greater than the technical team. Use these people for what they are, they are GOLD! Go hug them right now, but they probably won’t let you.
The Inspirational Leader - Richard Branson
I love Richard Branson. He exudes compassion, intelligence, and humility. Perhaps the reason why I love him is that he cares and people remember authenticity. Find that person in your organization, or a colleague and have them do a sniff test on your marketing materials, digital assets, or proposals. First, you know they’ll be honest, that’s their thing and second, the feedback will be moving and inspirational. Invite them into the sales process, it will add that extra piece de resistance (pardon my french) to what the project needs to win and be successful.
The Buzz Kill - Dwight Shrute
Yes, I’m guilty of not inviting these people to meetings but they are necessary. They provide the CYA to ensure you are successful. And clients feel better knowing you have an attorney, controller, and health and safety officer because OSHA is watching. As Marketing Manager for Vail Resorts Development Company, we had to run EVERYTHING through legal. The most beautiful copy and benefits of ownership would be crafted ever so eloquently only to be sent back in a blood bath by the attorney. Oh, the highs and lows of creative.
The Philanthropist - Melinda Gates
Whether it’s the parent hocking the girl scout cookies, or the person that volunteers every weekend to clean the park, trail, beach, or homeless shelter. We need those people, wait we should BE those people. Causes are vital to every single organization. Make what you do connect to what you care about and people will remember you. If you design or construct buildings in a certain neighborhood, support that neighborhood and what’s important to them. If it’s available in your revenue, give a percentage back in the form of a grant or a scholarship. Someone out there needs and deserves it. Buy the Samoas, pick up the trash. Giving back is essential in life. Especially now. Contact me if you want to figure out how to start giving back as part of your company culture. I’ve started giving programs for several clients as well as produced events that include a charitable giving component.
The Loyal Partner(s) - Every Dog Ever
Partnerships in marketing are one of the powerful strategies to use. Yes they are inherently win-win for the partners but for the clients and projects it’s a major differentiator. It’s like a BOGO. There are checks and balances built into the service they receive. Having large teams of many disciplines that have worked together previously and enjoyed it is what clients like to see as well. Build partnerships early and often.
YOU!
How are you a differentiator on your team and with your clients? For me, it’s not so much my skillset, although it helps tremendously to know what I’m doing. I’m a great listener, an active listener. It’s helped me with my work and in building relationships. I’m also very flexible. I don’t like to be the enforcer of rules and I’m a bit of a rebellion so I like it when my clients want to try different tactics or position themselves in a creative, unheard way. It’s good to know this about yourself. You are the ultimate differentiator.