Making the invisible visible.
Eric Marjoram ??
I help complex B2B brands get clear about the problem they solve and why anyone should care.
In the animal kingdom, invisibility is an asset. Blending in to your surroundings can be the difference between survival and dinner. It’s the exact opposite in the wilderness of B2B brands. Surviving and thriving depend on a different strategy altogether: standing out. And the key to standing out isn't just about being seen — it's about being remembered.
Invisibility in this crowded space equates to irrelevance; every brand speaking and acting the same as the others. When they're repeating the same tired approach, your success lies in emphasizing your novelty. Because if your audience can't even see or hear you amid all that beige, then they certainly can’t choose you.
“In a crowded marketplace, fitting in is a failure. ...not standing out is the same as being invisible.” ~ Seth Godin | Purple Cow?
So, how can you transform yourself from just another face in the field to something truly visible and remarkable? Something they can’t ignore??
Highlight your uniqueness.?
That’s the value you provide for your ideal prospects. It’s not the products or services you sell, it’s the outcome you provide. The thing no one else can provide except you.
Look the part.?
Find a style and tone that’s different to everyone else — but true to you. Break a pattern. If the industry is conservative, then be the rebel. Be the orange in a field of apples.?
Tell their story, not yours.?
Instead of simply showcasing who you are or what you do, focus on addressing the challenges your prospects face. Speak directly to how you solve their problems.
We are hardwired to notice what’s different. The things that stand out or break a pattern will, in fact, capture our attention, but that’s only part of the equation. We seek relevance, too. People connect with authentic and relevant stories. Stories about them.?So when you’re ready to step out of the tall grass and into the light, make sure you’ve got something relevant to say, something they’ll want to hear.
You've got their attention.
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Now hold it.?
Sláinte,?????
Eric
Two ways I can help:
Talk is cheap:?Book a free consultation with me to see if there's any way I can help.
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