Get Different

Why fit in when you can stand out? Different catches the eye, and in business, attention is the first step to success.

Insight 1: Different is the new essential.

The world is saturated with marketing messages, making it harder for businesses to be noticed. However, by being different, you can capture attention that otherwise drifts away in the noise. Our ancient brains are wired to notice the unusual – whatever breaks the routine – because it could signal opportunity or threat. Marketers can tap into this instinct by creating unexpected, unique campaigns.

Repetition and sameness desensitize us, causing a phenomenon called "habituation." When everything looks the same, people stop noticing. Early examples of new strategies, like personalized marketing emails, worked because they were novel at the time. Now, such tactics are so common that they fail to impress or engage customers.

Standing out not only captures attention, but it paves the way to start conversations about your product or service. Standing out begins with questioning industry norms and daring to do what others fear to try. To thrive, you can’t just play it safe; you must choose an approach that refuses to blend in.

Examples

• A passenger flailing his arms dramatically on a plane immediately grabs everyone’s attention in a busy environment.
• A marketing email that once wowed with “Hey [Name]” now gets ignored because it’s too familiar.
• A marketer choosing an unusual color palette or delivery method immediately separates their campaign from competitors.

Insight 2: Know who you're fishing for.

Marketing without a clear target is like trying to catch a marlin in a backyard pond – it's all wrong. Just as fishermen choose the right bait for the right species, businesses succeed when they correctly identify their target audience. This begins with understanding who your ideal customers are and building a focused list of prospects.

To clarify your ideal audience, review your current customers. Rank them by their value to your business and your enjoyment of working with them. Highlight those bringing the highest revenue and who are also a joy to serve. These customers serve as your prototype for the perfect prospect. If you’re starting with no customers, identify vendors, contacts, or even competitors’ audiences to pinpoint similar prospects.

The idea isn't to target the masses but to focus on a small, meaningful group called the Target One Hundred. By catering specifically to these prospects, you can run smaller, more personalized experiments that significantly enhance your reach and efficiency.

Examples

• Sorting current customers by revenue and marking those you enjoy working with helps narrow your audience.
• A tire company looking at partnerships between competitors like Ford and Goodyear identifies relevant prospects.
• A business without customers can analyze local networks or similar businesses to find their Target One Hundred.

Insight 3: Define your mountain.

Every great campaign starts with a clear goal. Without a meaningful purpose to guide you, marketing efforts risk going in circles. Think of your marketing mission as climbing a mountain: the challenge is significant, but with a clear goal, every step upward becomes focused and precise.

Begin by determining what result you want – your “win.” Are you seeking sign-ups, test drives, purchases, or awareness? Next, pair this with what your audience genuinely needs. The “what” of your marketing must promise them a significant, relevant benefit. Together, these clarify how your product or service can meet their needs better than anyone else.

Finally, motivate yourself with healthy competition. Having a rival in your industry can propel you to push creative boundaries. The desire to outperform your competitors drives innovation and reinforces your commitment to standing out.

Examples

• A window company identifies its “what” as selling draft-proof windows that keep homeowners warm.
• The author uses a picture of a dishonest competitor as daily motivation to stay ethical and innovative.
• A car dealership sets its “win” target as 20% more booked test drives through its campaign.

Insight 4: Budget based on odds, not dreams.

Marketing budgets can feel like gambles. Many businesses overspend without calculating whether the investment will pay off. A smarter approach ties your budget to realistic odds of success: the value of acquiring a customer should align with your chances of securing their business.

Start by determining your Customer Lifetime Value (CLV) – the total revenue a customer will generate over their time with you. Multiply this by your Close Rate Odds or the chance they’ll convert after seeing your campaign. Together, these calculations help you decide how much to invest per prospect.

Spending wisely doesn’t require a big budget. Sometimes the smartest campaigns come from small, calculated investments. Whether it’s $1 per prospect or $50 per hundred, tying investment to potential returns keeps you from overspending or giving up entirely.

Examples

• Gabe found his CLV by calculating eight books sold at $3.50 royalty each, totaling $28.
• Wall Drug owners invested small amounts in road signs to create a huge return in tourist traffic.
• Linda Weathers spent $50,000 on ineffective lead programs – a mistake highlighting the importance of calculated spending.

Insight 5: Attention needs an opportunity.

Grabbing attention is only the start. Without tying that attention to an appealing opportunity, your message risks losing its impact. The trick lies in creating a connection between what makes you different and what your audience values.

Brainstorming wildly creative ideas can lead to breakthroughs. Gather a group, share what’s typical in your industry, and note down every unique idea without judgment. Look for concepts that highlight not just your product but why it’s essential to your audience, making the opportunity clear.

From birthday candles sent by a restaurant to personalized notes on books, small touches can craft big opportunities. When customers feel that you’ve tailored your approach to them, your marketing becomes memorable and effective.

Examples

• A man in a Statue of Liberty costume failed to convey why customers should trust his tax advice.
• A restaurant mailing free birthday entrée candles helped boost business by $18,000 in one month.
• Personalized sticky notes on a book intrigued prospects enough to take action.

Insight 6: Simplify the directive.

A clear call to action ensures people know exactly what step to take next. Long, complicated requests lose potential customers. The best marketing spells out what to do clearly and concisely, leaving no room for confusion.

Aim to offer instant gratification while hinting at long-term benefits. A small, immediate reward like free ice water brought lasting success to Wall Drug. Customers need simple instructions that lead them toward the outcome you want, whether it’s a click, call, or visit.

Eliminating extra steps keeps the customer focused. Even captivating campaigns lose momentum if the next action isn’t obvious. The simpler the directive, the higher the likelihood people will follow through.

Examples

• Wall Drug’s sign emphasized a single call to action: “Come to Wall Drug for free ice water.”
• Grilling companies offering free “easy starter tips” engage customers with quick wins tied to their products.
• Buskers with donation jars show the power of a visible, clear request.

Insight 7: Test, fail, and improve.

No marketing experiment is guaranteed to succeed the first time. What sets great campaigns apart is the willingness to measure, adapt, and keep trying. Failure offers lessons that lead to better experiments and stronger campaigns.

Evaluate both the process and the results of your efforts. Track response rates, new leads, or completed actions against what you invested. Analyze feedback to identify what resonated and what didn’t. Use this data to tweak future campaigns.

Rather than abandon a failed idea, rework it creatively. Layer on added touches to test what garners more reactions. Marketing grows through iteration, so each test improves your ability to connect with your audience.

Examples

• Gabe’s Post-it note experiment failed initially but succeeded after added notes directed readers to “call me.”
• Companies testing A/B email campaigns refine subject lines based on what increases clicks.
• Tracking Wall Drug’s success with free ice water led to a permanent and profitable promotion.

Takeaways

1. Build your Target One Hundred list by identifying customers you want to replicate and prioritizing them.
2. Calculate your marketing spend based on realistic revenue and conversion odds to ensure efficient investment.
3. Keep calls to action incredibly clear, guiding the customer to their next step without overcomplicating.