What Makes You Remarkable?
- May 5, 2014
- Posted by: Rochelle
- Category: Client Relationships, Marketing + Selling
Landing in Chicago this week reminded me of how every famous city has a unique presence—a signature—like no other.
Mile after mile of gorgeous lakefront, the “L”, and wind that whips your hair into a frenzy, even in May. The blues and sports. Big, bold, muscular Chicago.
There is no confusing it with LA, New York, London or Rome.
It is remarkable in its own unique fashion.
And so are you.
You can bond with your audience in the same visceral way that your favorite cities grab hold of your heart.
The key? Focusing on what makes you truly remarkable to your sweet-spot clients.
One of my dearest pals—let’s call her Sara—reps A-list commercial and film directors. She is a strikingly beautiful woman, which is an asset in an industry that revers beauty. But what makes her truly remarkable is her ability to be den mother/cat-herder to her roster of world-class creatives (not always the most even-keeled bunch). She knows EXACTLY how to harness and sell their creative genius to the bottom-line focused ad agencies and film producers who hire them.
Sara doesn’t talk much about this natural ability—she just instinctively builds it into every interaction and touch point with her firm. But her posse DOES talk about it. Her directors talk to their director friends, which delivers her a steady supply of top talent without having to fish for it. And her agency and film producer clients—a notoriously fickle lot—continue to hire her A-listers because they know she will deliver the big names with no unpleasant surprises.
This pays big dividends in her business. Her marketing and sales costs are far lower than her competitors. She spends almost nothing on media, preferring to keep the spotlight on her clients. Not surprisingly, her earnings are consistently at the very top of her field.
Her “remarkable” isn’t fluff and it isn’t about trumpeting it to the world. It’s the individual experience she gives each of her directors that viscerally bonds them, in some cases for life.
Being remarkable isn’t just nice for the ego, it’s good for your wallet.
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