July, 2007
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July, 2007 |
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I don’t know if I am working harder on my business this summer, or my lawn. These rare, 100 degree Colorado days make it hard to work at all as I watch my kids bounding out the door and heading for the pool. Alright, I admit it. I do sneak away from my home office from time to time for a little Marco Polo and underwater, “Shark-Daddy” attack. Last night, I set up the tent and camped-out in the backyard with my kids! Of course we all went back inside at 3:30 in the morning ‘cause the wind kept making the fabric bang against the side of the tent and kept us awake. Mostly the summer has been filled with our daughters’ softball tournaments, watching my son ride his scooter around, (next week we tackle the bike), dear friends’ weddings, neighborhood bar-b-ques and lots and lots of work. Speaking of work, this month’s feature article tackles the subject of working to own something in the mind of your prospects. So as not to bore you, the article is short on theory and long on examples of others who have done it right. It’s a fun read, so grab a tall, ice-cold glass of lemonade and let Uncle Dave share his thoughts with you. And, by the way, if you are going to the National Speakers Association Convention in San Diego next week? Come up and say “Hi!” David Avrin |
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By David Avrin – The Visibility Coach
Did you think that was too easy? Good. That’s the point. I could have crafted a very challenging list of obscure and hard-to-peg individuals, with dubious distinctions or hard-to-recall accomplishments, but I don’t care about those people – and you shouldn’t either. The fact-of-the-matter is, if your signature shtick, catch-phrase, claim-to-fame, or clever moniker is hard to remember, then you’ve missed the mark. To become top of mind, you need to craft or highlight something about yourself, your message or your business that is readily identifiable with you – and only you. When you hear someone say: “Yah, it’s been done,” it’s usually referring to the fact that there is nothing special in copying someone else. So here’s the question: What do you do, that only you do? Here are some current examples of others who have expertly crafted a signature activity or message. I offer them as examples, not to be copied, but merely as inspiration: For over five years Scott Ginsberg has been wearing a name tag on his upper left chest that says: “Hello My Name is Scott.” He wears it around 24/7, 365. And when he takes his clothes off at the end of the day, that same name tag is tattooed on his chest. Scott has parlayed his little social experiment into a six-figure income authoring books and speaking to organizations about how to increase their “approachability.” It’s his original concept and he wears his brand like a…brand. He owns it. Anyone else who tries to do the same thing will be seen as an imposter and a wannabe. www.hellomynameisscott.com. You may not know the name Judson Laipply, but chances are you’ve seen his video. “The Evolution of Dance” is a monster hit on YouTube and has been passed around the country like a wildfire. In fact, his is the most viewed video on YouTube and has been watched more than 70 million times. He is a corporate, college and high school speaker and just wanted to create something entertaining to finish out his program. Now it has taken him to the Today Show, Ellen DeGeneres and more. Others have copied it, but it’s his schtick. Brilliant! www.lifeischange.com Many had tried to coin a term for the emerging generation of confusing, complex and often frustrating young people just coming of age and entering the workforce. Monikers such as Millenials, Gen Y, Echo Boomers, the Me-Too Generation, Nexters and others were thrown around in articles and books. It wasn’t until Eric Chester coined the term “Generation Why” that it truly became part of the public lexicon. A reporter recently sent out a query to PR firms across America looking for an expert on young workers and the consternation that they were causing employers. She got 16 e-mail responses. Everyone single one of them suggested she talk to Eric Chester. Any doubt he owns the brand? www.generationwhy.com Dan Stockdale brings live tigers onstage to teach business people about animal behavior and how it relates to human behavior. He shows how the techniques used to tame tigers can be used to lead individuals and organizations. www.adventuresinleadership.com Tila Tequila boasts more “friends” on the popular social networking site MySpace than anyone else in the world. At last count, she had almost two million friends and has parlayed that distinction to greater fame and opportunity for herself. http://www.myspace.com/TilaTequila Tim Gard created his own Policy Manual to counteract inane company policies he encounters while on the road. When they say: “Our policy doesn’t allow it, humorist Tim Gard shows them how his policy manual “clearly states otherwise.” Hilarious. www.timgard.com. Some people are actually best known for their body parts. Dolly Parton and Pamela Anderson played up their bust size. Jennifer Lopez, emphasizes her back side. Thirty years ago Arnold muscled his way to stardom, while Twiggy was, well, twiggy. So, what are you known for? If there are others who profess to offer the marketplace something similar to you and your business, how do you “shtick out?” What query would generate your name as the response? In other words, to what question are you the answer? To become well-known, you have to be, well, known for something. So latch-on to something clever. Create or craft something that is memorable, and then guard it with your…career. To paraphrase a well-worn adage: Speak loudly and carry a big Shtick! David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com. |
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Pop quiz time. Grab a Number 2 pencil and match the person to the buzz word, tag line or signature activity:
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