Bringing Sexy Back
Recently, Tim Street paid us a visit at the shop, and we sat down for an informal chat. Tim is a great guy, and someone I look to for advice on marketing, and using online tools for marketing in particular. As I gave Tim a quick tour of the shop, we quickly began to rehash a conversation that had started a number of weeks before. The basic subject of the conversation was product “sexiness”. What we were really talking about is what I have always known as “USP”, or unique selling proposition.
“USP” is something that should always be at the forefront of all marketing and advertising. It’s what’s unique about your business. What sets you apart from your competition. Tim’s contention was that there is a lot about our shop that is unique and attractive. As Tim said…”sexy”. The conversation sounded more like an exercise, than a friendly chat. But in the end, I was happy that I had forced my brain to look at things differently.
As we walked around the shop, we looked at our directors’ chairs. You could say, “directors’ chairs? There’s nothing unique about those.” But Tim pointed out something interesting. The people who sit in those chairs are the ones calling the shots. The power players sit in those chairs. Directors’ chairs are taller than normal chairs. They look different for a reason. They represent power on a set. And power is “sexy”.
I introduced Tim to everyone who works in the shop, and as I did, I realized that the way we treat people is a very unique aspect of our business. Everyone is treated nicely, and welcomed at our shop. I challenge anyone to come in for a visit, and NOT get offered a cold drink or coffee, a place to sit and take a load off, and a few minutes of conversation. I saw that old-fashioned hospitality makes our business attractive.
Whether you’re running a business, or you work as a freelancer, I encourage you to challenge yourself to change the way you think about your product or skill set. Sit down, and think about what makes your business “sexy”. Think about the big deals, or the good shows you worked on. You stood out from your competition in some way, or you would not have gotten the work. Then make the results the centerpiece for how you market yourself or your business. If you advertise, then boil it down to a few words, and get the message out there. When you’re networking, and you have an opportunity to tell someone about what you do, lead with what makes you unique.
These days, when businesses are struggling, there is still opportunity. The opportunity lies in creating more efficient and effective models. Whether you’re running a big company, or you’re looking for your next PA gig, there IS something “sexy” about what you do.
If you’d like more information on Tim, his blog can be found at www.1timstreet.com.
