June 14th, 2010
Some of you probably know the name Seth Godin. He’s a best-selling author (Permission Marketing, The Purple Cow, Linchpin) and one of the truly great thought leaders of our time. I wanted to pass along a recent blog post which he very simply and clearly states the problem in the broadcast industry – Sameness. AR&D has spoken on this subject many times over the past five years because our industry fears “different.” From our point of view, this is the single greatest reason we can’t grow past the known and THRIVE.
Take a look at just about any industry with many competitors–colleges, hotels, sedans, accounting firms (especially accounting firms)…
The websites bend over backwards to be just like all the others. You can’t identify one hotel website from another if you delete the name of the hotel (unless there’s a beach or a snow-capped mountain in the background).
Sometimes, we try so hard to fit in we give consumers no choice but to seek out the cheapest. After all, if everything is the same, why not buy what’s cheap and close?
How about a site that says, “Here’s why we’re different.” And means it.
(Easy to read this and nod your head, but… what’s your resume look like?)