Home > Marketing > If there is a Best Practice in Marketing, it’s Being Different

If there is a Best Practice in Marketing, it’s Being Different

If there is a Best Practice in Marketing it’s Being Different

How do you get attention in a crowded room full of loud conversation? One technique is to stand up and tap a wine glass with a utensil. This has become a proven method for obtaining the attention of a room at a range of events from wedding receptions to networking gatherings.

There are other options to gaining the room’s attention.  You could shout over the noise, or you could walk into the middle of the room and start removing articles of clothing.

Both of these alternative methods are likely to work, but one approach is rude while the other outrageous. Moreover, the effectiveness is likely to diminish with every use as initial reactions devolve from curiosity or alarm – to indifference or even anger.


See these related posts: 
Game Theory: Content Marketing as an Infinite Game
Art or Science: Creative Marketing and PR
Creative Storytelling as the Soul of B2B Marketing [UML]


By contrast, striking a wine glass with a fork is audible over the dull roar of the room – and without being obnoxious.  It’s more effective because it’s different.

This is instructive for business marketing too. The marketing landscape is noisier than ever and many businesses resort to trying to shout louder or performing outrageous marketing stunts.

Businesses do this because it’s what the competition is doing or it’s considered best practice.  Yet, by definition best practice is what everyone else is already doing — where a significant part of marketing is standing out. A more effective way of standing out is to be different.

x600-By definition best practice is what everyone else is doing where a significant part of marketing is standing out

If the idea of different interests you, I recommend the book “Different: Escaping the Competitive Herd” by Youngme Moon and listening to an interview with Jay Acunzo on the Salesforce Cloudcast episode titled, “When to Pass on Best Practices and use Creative Intuition.”


Is your PR agency bring creative ideas to the table?
If not, give our services a try.  Talk to Us!


If you enjoyed this post, you might also like:
Thought Leadership Actually Requires Thought and Leadership

Photo credit: Pixabay (CC0 1.0

You may also like
top-15 Takeaways from Killing Marketing [Book Review]
15 Takeaways from Killing Marketing [Book Review]
The 4 Engines You Need to Pull Content Marketing Program Together Successfully
The 4 Engines You Need to Pull Off Content Marketing Successfully
The Essential Characteristics of an Effective CMO [UML]
The Essential Characteristics of an Effective CMO [UML]
Marketing without Authority is Marketing without Accountability

Subscribe to the next post by email!

Two posts each week delivered to your inbox.  We will not sell or share your contact information.




Read previous post:
The Competitive Edge of Marketing Tools Stems from Unique Application [UML]
The Competitive Edge of Marketing Tools Stems from Application [UML]

There is more than one way to view tools of the marketing or PR trade. One way is an instrument...

Close