On Selling Yourself ShortTuesday, June 28, 2011
Today I saw an online ad for a wedding-related company with the headline "The [big name designer] of [city]." I've deleted the names used not only to keep the name of the company running this ad anonymous, but also because it's something that many people do and therefore could apply to many different situations. This ad didn't really upset me; instead it saddened me. Here's why:
1. Rather than carving out their own brand, this person is literally paying to tell people that they are not as good as the other big name designer. Comparing themselves to the other designer only serves to remind readers of the ad that there is someone more qualified out there and only positions the advertiser as a knock-off.
2. Very few "big names" in the wedding industry are truly famous outside the wedding industry. Vera Wang is an exception; in fact she may be the only one. The person running the ad above has a chance to own their market for what they are offering, but instead they are introducing the brides in their city to the name of the "big name designer" that the brides hadn't yet heard of. Wedding industry fame is relative. Don't sell yourself short.
3. This person will never be someone else. Neither will you. You will never be the Preston Bailey of San Diego, the Marcy Blum of Seattle or the Colin Cowie of Chicago. You will never be those things because you are not Preston, Marcy or Colin and you do not have their story, nor do you probably want to go through what each of them went through to get to where they are. Tell your own story; don't try to live out someone else's.
If you can't sell your services or products without comparing them to a larger brand, it's time to rethink your marketing strategy.
This post was originally published September 2010.