Do what’s rare to get noticed more often

What’s common?

• Mass emails.
• Smile and dial phone sales.
• Mobile apps that are functionally useless (but on marketers’ checklists anyway).
• Stock images and clip art.
• Shaky, poorly lit mobile video.
• Mass broadcasting worthless press releases.
• Generic product pitches.
• Curating “influencer” lists of people you have no relationship with.

Want to get noticed? Want to get noticed even on a shoestring budget?

Do what’s rare:

• Handwrite your thank you notes.
• Have in person meetings.
• Bring refreshments to your in person meetings.
• Read, research, and get to know the people you pitch.
• Help first, with no expectation of reward.
• Cut a personal video and send it to people in reply.
• Ask before you pitch.
• Build actual, personal relationships with your sources.

Doing what other people do makes you indistinguishable in a crowd.

Doing what’s rare makes you memorable. If you want to be remembered, do what no one else has done recently.

Christopher S. Penn
Vice President, Marketing Strategy

[cta]