Standing Out in a Sea of Noise

Do you know anyone who would admit they don't receive enough emails or who want more information about anything?  You, your clients and customers and those you want to be your clients and customers are bombarded in a sea of noise looking to capture attention on a daily basis.  How do you stand out in the cacophony of digital communication?

 

Dorie Clark found in her book, Stand Out, there are three foundational elements to break through: social proof, content creation and networking.  Social proof is the reason why someone would pay attention to what you have to say.  It takes considerable mental energy for someone to think, so most people would rather ignore you than determine if your message is credible and has meaning to them. How else could you explain that a large percentage of employees who are eligible for a 401K match don't take advantage of the free money because they can't figure out how to invest the funds that would be given to them. 

 

Social proof is the rule of thumb that individuals use to judge something.  They base their affiliations, writes Clark, on people and brands they trust.  If a previous client recommended your showroom to a neighbor, the new customer is more likely to trust you than a competitor down the street.  The lesson here is to align your showroom with known entities that are respected by your client base.  For example, if you start a blog aimed at the design community that makes their jobs easier and provides information that helps them expand their business, your credibility or social proof increases dramatically.  "Social proof enables others to 'relax' about you; they don't need to be so vigilant in evaluating your credentials because you've already been vetted by others.  That primes them to listen to your ideas more carefully and with an open mind." Clark concludes. That's the reason why positive reviews on Houzz, Yelp and other social media sites are so valuable.

 

Content creation also is essential in helping you stand out from the crowd.  As Marcus Sheridan related at a previous DPHA Conference, the easiest way to create content is to answer the questions your clients and customers ask most often.  Focusing on content that makes it easier for your client base to buy from you establishes you as an expert in the field of decorative plumbing and hardware.

 

Leveraging your network is the third leg on the stool of "standing out from a crowd".  Having a vast network exposes you to different perspectives that not only can help you generate new ideas, but also will provide you with valuable feedback.  Having a wide network allows your ideas to spread more quickly because you have a larger audience who may share your ideas with their network. 

 

The bottom line is that if you want to stand out in a sea of noise you need to be viewed as credible.  Share your expertise and ideas so that you establish your credentials with those who are likely to buy from you and have a network that will share the content that you develop.