Ditch the boring and win fans and clients.
By Roy Harryman
Dollar Shave Club did something astounding with its product launch video in 2013: They made it enjoyable to watch.
Not only did viewers dig it, they told others. As of this writing, 28 million people have watched a commercial about razor blades.
What made this one different? It’s irreverent, quirky and a little risky. Some people were certainly offended by its terminology and blunt style. That just means the campaign wasn’t for them.
trying to PLEASe EVERYONE USUALLY MEANS PLEASING NO ONE
This underlines the tension between delighting some people or being ignored by all people.
Ironically, Dollar Shave Club found itself becoming stale after it was acquired by Unilever, a global titan of industry.
“They neutered the voice of the brand. They tried to make it too corporate, and they lost that irreverent, ‘on the edge’ humor. And when you do that, you lose the consumer,” said CEO Larry Bodner.
The company is now under new ownership, with Bodner determined to reignite its “disruptive and irreverent brand personality.”
This particular style isn’t for everyone. Small businesses don’t have to be disruptive or irreverent. Depending on the industry, such an approach might be sheer stupidity. But businesses don’t have to be boring.
BREAKING THE CYCLE OF BORING
Unimaginative marketing often occurs because a client is overly concerned about incorporating any kind of personality into its communications. No zip, no pep, no humor. “Someone might not like it.”
“What results is marketing so benign and forgettable that it goes entirely unnoticed. Instead of branding, it’s “blanding.””
Another miss is to turn everything into a “Buy now! Supplies are limited!” shtick. There’s been so much of this type of hype that it’s little more than static.
I’m not suggesting reckless promotions that are in poor taste. Or bad jokes. Just don’t be boring.
The antidote to boredom doesn’t have to mean trying to replicate Dollar Shave Club. It does mean letting the personality of the business bleed into the marketing. How? Here are a few ideas.
A wonderful legal services billboard made me smile every time I passed it: “In God we trust; everyone else gets cross examined.”
An accountant could emphasize his nerdy demeanor, “but you don’t hire me for my fashion sense.”
A business that has existed for multiple generations can emphasize its family roots and orientation, complete with pictures showing each era. People are interested in people.
If your team has expert training and a passion for their work, show it. A lawn care company doesn’t just mow – they’re excited about lawns, grass and making your property pop. “Hey, I think you missed a blade of grass! Go back and clip it!”
Show a real employee doing real work and highlight her unique contribution. This puts a face with a name (your business) and humanizes your company. In addition, mom, dad, spouse and friends will be excited and share your post. Free PR!
A screen-printing company doesn’t just crank out T-shirts, they’re wildly creative and love design. “Check out some of our latest work on our website.” Show and tell.
You may think this doesn’t apply to your business or industry: “We’re boring and we can’t help it.” I don’t buy it. It’s a case of not seeing the forest for the trees.
Sometimes it takes an objective outsider to identify and focus on your brand’s unique personality and story. But the story is there.
Don’t settle for “blanding” when your business can project an energetic, unique brand that is uniquely your own.
ABOUT ROY HARRYMAN
Roy Harryman is the author of “Small Business, Big Impact: A No-Nonsense Marketing Strategy For Companies That Do More With Less.”