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Everyone that’s seen my segment on MSNBC about how to stand out in a crowd over the holidays has asked me how I managed it. “How did you get on MSNBC? Did you have an agent? A publicist? Did you write a book?” ?My answer has been no to most of those. Well, I did write a book, but as useful as Excel for Marketing Managers may be for marketing managers, it’s not the kind of book that lands you on MSNBC.

Karma to the rescue

Here’s something that’s probably heresy in the marketing world. My objective was NOT to be on MSNBC or television. My objective has always been to show small businesses how they can own their market and be the obvious choice for their customers. In other words, I’ve been focused on my intention and not so much how it would come to pass.

The other very powerful element of how I ended up as a resource to MSNBC is my commitment to help anyone and everyone I can — to nurture those relationships and to build my karmic bank account. Reciprocity is a powerful influence trigger and the more I help other people – the more they step up to help me.

Ubiquity helps create synchronicity

I know you’ve had this experience before; someone mentions a name in a conversation and then a few days later, that person comes up in conversation again, then you see that person’s name in print or you read an article and you start to think — I’m supposed to talk to this person.

Sometimes this experience is pure coincidence and today, it can be recreated easily by simply staking your claim in a few strategic areas, putting out a targeted message and delivering value. If you have the fortitude to keep going and make adjustments to your message – you will succeed.

Practical strategies to make yourself visible in a crowded marketplace?

  1. Stake your claim. ?This has been a phrase I’ve been playing with lately. I use to to emphasize how important it is to have an opinion about what you do, how you do it and why you do it the way you do. ?The world is moving toward an experience and brand economy rather than a product economy. This means that by staking your claim to a message, you can eliminate the constraints of competition from your business.It can be challenging to even begin thinking about what sets your business apart from someone else’s. I hear you! It took me what seems like forever to stake my DIYMarketers claim – and I’ve taken the process I took, streamlined it and turned it into a program you can try for yourself. Check out my “Customer Attraction Blueprint” and stake out a solid claim in your market.
  2. Be everywhere. In my segment with MSNBC, Grant Cardone gave the advice to “Be like Santa”. Over the holiday season, Santa’s picture is everywhere. He appears in real life, in movies on cards — everywhere. You need to be everywhere (your customer is). That is my qualifier. It doesn’t make sense to be at a horse show if you’re selling dog collars. But in the space where your message is required — you need to be there.Before you can “be everywhere” you have to decide on where your customers are and be clear about where they are NOT. If your customers are NOT using social media or the computer, it may not make sense for you to use those communication channels. Don’t get wrapped up in doing what everyone else is doing without being clear about exactly what your ideal customers’ behavior is.You don’t necessarily need a web site or a blog to “Be everywhere” (although, I would certainly recommend it). You can create a Facebook Page, LinkedIn profile and Twitter account in minutes and generate quite a bit of buzz around your product or service with just that alone.
  3. Research what’s already working. Here is a paradox — on the one hand, you want your business to stand out from the rest, and on the other hand, if there isn’t a demand for what you are doing, people simply won’t buy from you. What you want to do is focus on selling what people WANT and then stand out inside of that space. In a lot of ways people only purchase a few actual products — cars, clothes, food, etc. And yet there are countless brands and choices out there – each one chosen because they give that customer what they WANT and not just the product they need.Do research every day on the businesses that sell what you are selling and understand how they are selling it successfully. In what ways are they giving customers what they want? Watch the car commercials for the different brands of cars — what customers are they going after and what do those customers WANT?
I started this article explaining how I landed on MSNBC, and what I hope that you are left with is that getting your message out and being visible is actually a function of crafting and targeting your message to what people want, then choosing the right audience and finally being persistent and consistent.