Was watching a
television show the other day; its name escapes me… doesn’t matter though.
Caught my attention.
It was going on about
a modeling agency that specializes in UGLY models!
Apparently this agency
finds the ugliest people they can –you know with munted teeth, odd faces…Adams-family
type mutants…they photograph them like real models, and promote them to
They actually have a decent customer-base too!
So their angle is
interesting. They found a business opportunity in providing “unique” models to
This is a quote from
“It’s more about uniqueness and people being
a bit more special and being more interesting.
“Lady Gaga is one of the most marketed
celebrities and she looks different every day.”
“Tremendous opportunity exists for marketers
who are looking for non-traditional ways to reach consumers.”
What a novel idea. I
See, this is what I mean
when I keep going on about the value of being unique. Unique doesn’t
always have to be “pretty”. In fact, the most unique stuff is whatever goes
against the grain.
For example, if your entire industry
is marketing with totally professional promo videos and sales letters, you can be
different from them by making yours amateur-looking.
It’s why i insist on using plain text emails, written products, and written sales letters…even though everyone else is raving about video!
You know, a show like
the Office or Curb Your Enthusiasm…I’m no filming expert, but both have this
totally “amateur” feel to them and yet they’ve been amongst the most successful
shows on television.
I remember years ago, when
Google was doing major bans of people in our industry, I literally did
EVERYTHING possible to make my website and landing page look entirely different
I went so far as to align my entire page to the LEFT instead of
the traditional center!
It didn’t even make
logical sense, but I did it to be different.
Although that’s not
the only reason I escaped the Google bans, I’m sure it played a part in setting
my site apart from the rest of the industry, so I didn’t automatically get lumped into the same group as them.
I got the “second look” from Google reviewers.
About a week back, I was
giving a webinar where I was talking about the importance of having a “Signature”
that is unique to you and your website in creating an identifiable brand.
One of the students,
in the Q&A part of the webinar went on to ask,
“Hey jim, your sales pages are so clean and
easy to read…what do you use to get that look?”
That’s part of my brand’s
signature and I’m not sharing it.
I actually went
AGAINST my designer’s advice on font-conventions just to stand out and be
different. Heck, I read in several books on macro-design and typography to
research the best formats to present web information.
Picked what I agreed
with and rejected what I didn’t.
All the books agreed on “optimal
I went against their advice JUST to create an original appearance to my
sales pages. One that can ONLY be identified with my brand. So that when people
see my style anywhere on the web, they recognize it and think of my
If my competitors
imitate, all they’re doing is reminding their audiences of ME.
See, building a successful
online brand is not about how closely you follow the rules and conventions of
It’s about creating
your own rules, philosophies, and conventions that YOU think make sense. And to
consistently keep using them so that any time people see your “signature”
online, whether someone else is copying you or it’s genuinely you, your
audience think of you.
And sometimes, the
most original stuff is the UGLY.
So, go forth and be
unique. Be UGLY. It’s YOUR signature after all.
The DIY Super Traffic
Machine (which I’m still developing and editing), in its Second User Manual helps
you fine-tune and create an original “brand signature” that is yours. A signature you
use in EVERYTHING –
From your brand name, to your website domain, to your logo,
to your theme, to your layouts, to your language, and even to your COLOURS.
It’s really exciting, i tell ya!
Join the Early Birds
on the mailing list for the early release of the DIY Super Traffic Machine
It’s turning out to be
quite the masterpiece.
My editors are stunned by how clear and simple and its level of detail …and they’ve only seen a couple of the
manuals so far! It may end up nearly 1,000 pages of raw,
detailed, and comprehensive instruction.
We do marketing as a service, so of course we know every detailed step involved in the process. And we’ve systematised it, otherwise how on earth would we be able to train our new staff!?
Imagine what’s in
store for you in Feb 🙂
This is just for fun guys and gals.
My brother and I usually go out on the weekend to one of about three coffee spots. “Doors” is a main one we frequent that attracts a hip young crowd from the neighbouring Jordan University. We love it there because it's just the right combination of service, atmosphere, and product.