By Dan Johnston
In marketing you never want to create white noise. White noise is a message that could come from your competitor. White noise is buzz phrases everyone has heard too many times. White noise is the background no one pays attention too.
White noise is created when companies use ambiguous words and generic claims. White noise is when companies would rather bore than offend. White noise is companies just repeating the same message over and over again without adding any value. Annoying isn’t it?
The alternative to white noise is creating a message that stands atop the clutter. Here are two easy ways you can stand atop the clutter without being asked to leave the mountain:
- Tell your unique story. The reality is that all business owners have a unique story. Starting a business is not an easy process, what inspired you to take the road less traveled? Whether your story comes out of your passion, or just an interesting tale, sharing it with your customers will make you stand out. In the video I’ve included at the end, Johnnie Walker tells a story better than I’ve ever seen.
- Be Authentic. Yup, I capitalized the A on Authentic. That’s just the kind of guy I am, and I won’t apologize for it. When your message is authentic and coming from a real human being your customers have the opportunity to connect with you.
This video is a glorious example. Tell your authentic story and your customers will love you for it.
