Do the Unexpected to Capture Attention and Be Remembered

written on June 22, 2010 by Nikki Evans

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My dad was a character.  No matter what or where, he always got lots of attention by doing the unexpected.

I remember as a teenager being with my mom, sister and brother in Tampa, Florida, visiting my aunt, uncle and cousins for spring break.  Their wonderful home was perfect for our vacation, especially because of its large enclosed swimming pool.

Because Dad could only be away from work for a long weekend, he flew down on Thursday night.  We were all in the pool when he arrived, straight from a sales call, we assumed by his appearance.  Much to our surprise, he put down his briefcase, shouted, Hi, kids! and dived right into the pool—clothes, shoes and all.

I still smile when I remember that moment.  Even then, I appreciated his effort to thoughtfully plan to get our reaction.

Here’s the Marketing 101 lesson to be learned from my dad: To get attention and be remembered, do the unexpected.  Here are some ideas to get you started:

• Print your business card sideways or in an unusual but fitting way for your business, such as the dentist did when he had his printer cut bites out of them.

• On your event nametag, write a non-title title that describes what you do, such as Vision Realizer or Chief Fix-it Officer.

• Ask a designer to use a surprising color scheme or blow-‘em-away graphics for your brochure.

• Send a thinking of you email linking to a video a business acquaintance you know will find interesting, even if it has nothing to do with your business.

• Introduce two people to each other who could benefit from a mutual relationship, even if it doesn’t mean additional revenues for you.

• Be over-the-top personal in your marketing communication, addressing your clients’ issues with astoundingly deep understanding.

• Turn your elevator speech into a poem or, even if you can’t carry a tune, a jingle to sing.

Sure, we all have to do what is appropriate for us personally or for our company’s brand.  But it doesn’t hurt to go out on a limb every now and then to draw attention and get people to remember you.

Copyright © 2010 Nikki Evans, Spotlight Writing