I will not be ignored!

“Be so good they can’t ignore you.” 
̶  Steve Martin

This quote is making the rounds on Pinterest and blogs lately. It is attributed to the incomparable Mr. Steve Martin, actor, musician and comedian. Mr. Martin spoke these words during an interview he gave to Charlie Rose. It aired nearly four and a half years ago on December 12, 2007.

Talk about sticky, this message definitely has staying power. Perhaps Mr. Martin should have been an ad executive, or a brand manager. I have no doubt he would have been stellar in either capacity.

Perhaps the quote was Mr. Martin’s credo. He’s lived a brilliant life, excelling at most things he’s chosen to pursue. He first burst onto the scene in the 1970’s as a clever comedian, evolved into an excellent actor and later gained critical acclaim as a banjo player.

Mr. Martin didn’t remake himself. He made a conscious career and life decision to not be a one trick pony. So he committed himself to the things he loved, worked very hard and honed his skills. Mr. Martin’s work ethic paved the path to his success.

He became so good as a comic, actor and musician, that they simply couldn’t ignore him.

We all should be able to do the same with at least one professional pursuit. Agreed?

del.icio.us Tags: Steve Martin,commitment to excellence,career choice

Have it your way Burger King

Something is fundamentally wrong at Burger King. For nearly as long as I can remember, they have failed to figure out what makes them special. They started out strong with their charbroiled, never fried and have it your way differentiation and messaging, but they eventually lost their way.

McDonald’s cast a long shadow and Burger King remains hidden in the dim. They’re so hopelessly lost that it seems they’re doomed to follow the path of the chain with the big red shoes.

This “Me too” approach continues to fail as a marketing strategy for Burger King.

Follow the leader

In their latest incarnation, the fast food chain has expanded their menu adding salads, chicken snack wraps, smoothies and frappes to their offerings.

Gee, doesn’t this seem familiar? Oh yea, McDonald’s has salads (2003), snack wraps (2006) and smoothies (2010) on their menu.

How impassioned.

How pathetic. Burger King lacks vision and a culture of innovation. Seemingly, everything they do mimics their arch-rival and trails them by many months or years.

The consequences? Consumers flock to the original and other options and Burger King continues its slow slide into oblivion. The chain is now #3 in the United States behind McDonald’s and Wendy’s.

Be a leader

There’s a lesson here for entrepreneurs and small business owners. You must establish your own identity and be able to clearly differentiate from your rivals. Consumers prefer leaders. If you aren’t the market leader, then you need to focus on a segment and position yourself in some way that gives you an advantage.

For example, if you are in the hyper-crowded automotive parts supply business, you can define a strategy of specialization in a segment that is underserved. Let’s assume it’s European models or you can go even narrower and offer parts for German cars only. You can then hone your positioning and messaging as the

• only
• leading
• largest
• most knowledgeable
• genuine OEM

European or German auto parts supplier in the area. And your marketing, messaging and personality can boast your unique leadership position.

Protect your lead

But you can never rest on your laurels. You must continue to advance your knowledge, enhance your experience, add more European or German products and services and keep reminding the market you’re the best in your segment.

Create. Differentiate. Elevate.

Or follow Burger King’s example and slide into oblivion. It’s your choice. Have it your way.

~~~~~

SIDEBAR 1: Al Ries does a thorough job breaking down the many failures of Burger King’s current direction in his column in today’s online edition of Ad Age.

SIDEBAR 2: The fast food restaurant chain’s new slogan is "Exciting things are happening at Burger King."

Wow, I’m inspired.

del.icio.us Tags: Burger King,new slogan,new menu,category leader,market leader,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Advertising, sustainability and the voice of a new generation

Do we meaninglessly encourage people to buy, eat, consume, drive things they don't need? Or do we have a point of view?

These questions were asked by Kate Robertson, group chairman at Euro RSCG and co-founder of global forum One Young World, at the 4A’s confab held the last week of March in Los Angeles.

The knock on the ad industry

Her questions, as reported by Ad Age, were part of a discussion Robertson initiated about the advertising industry and sustainability. She pondered whether the two are diametrically opposed because advertising is about selling. Robertson pressed her colleagues asking if ad professionals blatantly lie on behalf of their clients.

Do we shill without a conscience?

Quite provocative.

Knock it off

Was anyone listening? I wonder if the message was carried back to attendee’s shops and given serious consideration. I wonder if anyone who heard her message or read her comments in Ad Age did or is doing some soul searching. I wonder if anyone is taking a stand and making some changes.

If you had to hazard a guess?

Clearly this is an issue that warrants industry-wide action.

Opportunity knocks

Another observation that drew some comments from attendees was those conspicuous by their absence: the youth of the industry.

Let’s see, the 4A’s wishes to attract young blood and the industry is confronted with a green issue that goes to the heart of the core values of today’s generation. Seems we have a match made in heaven.

del.icio.us Tags: sustainability,protecting the environment,going green,conscience,Amercian Association of Advertising Agencies,4A's,Transformation LA,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Word games people play

Authentic.

It’s another term bandied about in business and marketing so much that it is now diluted and has lost much of its impact. That’s sad because it’s a cool word. I like saying it and I like what it means and the values it represents.

The first syllable hints at how others view someone who is authentic: with awe.

Yet today, the more I hear brand stewards talk about authentic engagement with the products and services, the more my gag reflex kicks in.

Sick from overuse

If authentic has not found its way to a Buzzword Bingo card near yet, it’s only a matter of time.

The nominations for placement on the 2013 “List of Words Banished from the Queen's English for Mis-Use, Over-Use and General Uselessness” are probably pouring in in greater numbers with each passing week.

au·then·tic [aw-then-tik]  adjective

1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable evidence; authenticated; verified: an authentic document of the Middle Ages; an authentic work of the old master.
3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy

Authenticity personified

To be authentic is to be true and honest; to be yourself. It’s pretty straightforward. When I interact with an individual, I want the genuine Jane or Joe. The same is true with companies and brands. Much like we felt about our peers back in high school, there’s nothing I dislike more than someone who is two-faced.

Don’t tell me you’re authentic. I’ll figure that out rapidly through observation and interaction. Actions do speak much louder than words. My advice:

Be true. Be you.™

del.icio.us Tags: authentic,genuine,real,buzzword,buzzword bingo,list of banished words,catch phrases,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger