Remarkableness in Chiswick

As you probably know, I'm a big Seth Godin fan (who isn't?) and only recently foundthis video (17 mins) of him talking at TED. There are a whole load of other cool talks at www.ted.com/talks and though Seth's as quite an old one, his line hasn't changed much and it's a good listen - essentially it's about attention marketing and remarkableness. Chris Anderson's is also worth a watch (14 mins).

Is your product or service remarkable? That doesn't mean is the product remarkable, it means would people remark upon it?

A friend of mine in Chiswick figured this out. His IT services company remotely manages ships in Norwegian fjords and the South Pacific. Several other companies I know do similar stuff but Doherty Associates figured out how to get people to talk about their story. 

1. They identified a target market
2. They identified what that niche read
3. They created an advert in that publication that people remarked upon

Sounds simple? Yep, it is. The difference is many others would have taken out full page ads in local newspapers or bought one of those bolded ads in the Yellow Pages. They may have worked but nobody remarks on a bolded ad in Yellow Pages and goes "wow, I should call these guys...I'm intrigued".  

Hat's off to Terry and his team. They're often one step ahead of the game and a good source of remarkableness. On a related note, I've been thinking about personal brand lately and it's worth asking yourself this question

Are you somebody that someone would remark on or would they say "he's a nice guy/girl".

Worth thinking about.