Ask a Business Expert

A: Differentiating your business doesn't mean that you have to spend a lot of money. I like to look for ways to make mundane things memorable. Here are 5 ideas that you might want to consider:

1. Write an unexpected title on your business card. There are plenty of people who are managers, supervisors, owners or presidents and, frankly, these titles are not very memorable. Try a different approach. Use Head Honcho, Brains of the Operation, Creative Genius, Advisor to the Stars, Emperor, or Empress. (Of course, you don't want to get too carried away.)
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3. Use voice mail creatively. If your messages aren't being returned, it's because your message is boring. Look at voice mail as an opportunity to leave a 15–second, pinpoint, personalized radio commercial. Practice it, rehearse it, and make it fun.
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5. Change the size of your business envelope. Everyone uses a #10 envelope. Use a 6x9 envelope. It stands out from everyone else's envelope, and in addition, when you fold a piece of paper, you are simply folding it in half.
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7. Create a signature line. The most valuable piece of marketing real estate that you have is the line that follows the name of your company. Many companies have spent a long time to develop great mission or vision statements. The problem is that people never remember them. Boil down your mission or vision statement to a 3–10 word signature or positioning line that defines who you are or what the customer can expect. One example that we all know is "when you care enough to send the very best" and this has positioned Hallmark as the premiere greeting–card company.
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9. Add some fun to your communications, advertising, or signage. Business letters and/or signs do not have to be boring! The more that people laugh, the more they remember and talk about your business. The fitness center that created the ad that asked, "Are you fat and ugly? Would you just like to me ugly? Come to the West End Gym" became memorable and helped to create brand recognition.

Remember the goal is that if you want to create word–of–mouth advertising, give your customers, clients, or prospects something to talk about. Boring doesn't sell.