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If there's one problem in all advertising and marketing, it is the sheer fact that there is too much competition out there. Everything just seems to look like everything else. If one copies another company let alone another company's promotion, it only serves as a reminder of one's competition!

You don't want to remind your prospects about your competition, do you?

So, don't copy them — or as Earl Nightingale once said, “Don't copy, create!” Be unique. Be original. Be special. Be different. In fact, be so different that, if possible (and it is), your name or the name of your firm as well as the services you deliver become generic in the minds of prospects.

Have you ever heard a doctor say: “Take two acetylsalicylic acid tablets and call me in the morning”? What about facial tissue, cotton swab or adhesive bandage? Of course not. It's Aspirin, Kleenex, Q-Tip and Band-Aid.

And that's not all. Xerox, FedEx, Velcro, Kwik Kopy and Quick Lube also stick like glue in the mind. How is this possible? While there are many reasons for this, the first one is the fact that many of these firms created not only a new product but also a whole new category to place them in.

I'll talk about “categories” in the next commandment. For now, let's stick to the idea of “uniqueness.” This concept might seem a little far-fetched for the type of product you offer, but in reality it really isn't.

As expressed earlier as well as stringently taught in my consulting practice, top-of-mind awareness is the greatest key to marketing success in all types of business. Top-of-mind awareness is a process by which an “anchor” in the subconscious of prospects has been created and through which you position your firm or product above all other choices in the mind.

For instance, when deciding to find out about the type of product or service you provide let alone when deciding to buy what you offer, your name, the name of your firm, and/or the name of your product must come to your prospects' minds instantaneously. How is this done? Well, there are several ways to accomplish this, but let me share at least two of them with you.

The first and most important is names. Does your company or service name intrinsically reflect the type of service you offer and does so instantaneously? If not, you might want to reconsider renaming your company or service.

For example, if I told you “Kwik Kopy,” you will automatically think of a company offering quick copies! You might say, “Yeah, but that's only for big chains with big budgets!” People have told me this many times over. My answer is, “But how do you think they became large chains anyway?”

Today, it astounds me to see companies with names that mean absolutely nothing, such as acronyms (like “DFG Enterprises”) or names that do not reflect the competitive advantage if not at least the nature of the business.

If you are a computer network consultant, are you “Mike Fortin Consulting” or “Practical Technologies”? What's better: “John's Drycleaners” or “Spotless Cleaners”? The name of your firm should suggest what you do, what you offer and how you are different from the competition in just a few words.

This generally requires a great deal of creative effort. In my consulting work when I am refining a firm's corporate identity, some names will pop instantly into my mind while others take more time and effort. So, here's a helpful hint.

Try writing down as many names as possible — at least 20 — and pass it around among friends, family, and acquaintances. Ask them what pulls them the most. Look for the “Aha's!” or the “Wow's!” These are the ones you want.

If not, either you will have one that sticks out, or words from a combination of a few of your names that can be used wonderfully together. Listen to what your peanut gallery has to say, but also read between the lines.

In other words, many will tell you what they think looks best, but remember that your goal is not to look better but to get busier. So clue in on their facial expressions when they read your names. Ask them a few hours later what stuck in their minds and not just the ones they liked best.

However, I must point out that there are exceptions to this rule. For example, you are probably self-employed or home-based, and do not use a fictitious name. You may also be limited financially, since repositioning a firm with a new name is sometimes expensive — particularly if you're already established in the marketplace. In these cases, a second technique can help.

It is to add a tagline to your name. A tagline is a small sentence, preferably five words or less, that complements your name and says it all in one single swoop. I'm sure you've heard of “Enjoy the Ride (Nissan),” “Fights Cavities (Crest),” “Kills Bugs Dead (Raid),” or “The Midas Touch (Midas).”

You can do this with almost any name. For instance, a self-employed computer technician added some flair to his name by using a tagline in all his marketing pieces and correspondence, which read: “John Smith, Solutions Made Simple.” An interior designer, Gloria Tessman, now markets herself as “Gloria Tessman's Glorious Interiors.” A business etiquette consultant calls himself “Brian Whelan, Where Protocol Meets Profits.”

In either case, whether you have a unique name or not, try to add a tagline to your name, and choose one that truly communicates all that you are.

Make sure to use your tagline in all your communications, promotions and stationery. Additionally, every single nook-and-cranny of your operations — even breathing! — should become some kind of marketing process in itself.

Remember to look at every aspect of your business, whether it's answering your phone, writing your invoices, mailing your brochures, even handing out your business cards. Every business activity should emphasize in some way your uniqueness through your special name or tagline. Use them!

For example, do you have an answering machine message that says: “Sorry, but I'm not here to take your call right now”? Ugh! Don't do that. Make your machine work for you. Change it to something like…

“You've reached Terry Crawford, the ‘Teacher's Teacher.' I am out of the office right now currently teaching another successful ‘How to Make Mega-Profits Teaching Corporations Part-Time,' designed for college teachers. If you wish to leave a message or would like to receive my free report, ‘Eight Ways to Make Classes Cook for Cash,' give me your name, address and telephone number after the tone in case I need to confirm your address. Thank you for calling the ‘Teacher's Teacher!' (Beep)”

In the above example, several other commandments are followed. We will deal with these aspects in greater detail further in the book, but for now just realize that everything you do must become a part of creating top-of-mind awareness.

You don't need a huge budget to make this work. Once you've got this down, use it in all your communications. You have to live, sleep, eat and breathe your new name and tagline — especially with your “Elevator Pitch,” which I will discuss later on. For now, don't copy. Make yourself unique!

Michel Fortin

Chief Experience Officer at Supportibles, Inc.
A copywriter and consultant for close to 30 years, Michel was instrumental in selling millions worth of products and services. His most notable success is a salesletter that sold over a million dollars online on launch day. Today, Michel is a best-selling author, in-demand public speaker, and highly sought-after marketing consultant. Get his free report, "The 10 Commandments of Power Positioning," at Supportibles.com.

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