Sunday, January 18, 2009

What is the Opposite of Remarkable?

Earlier in this series, I spoke highly of Seth Godin's book, "The Purple Cow, Transform Your Business by Being Remarkable."

In it, the author asks, "What is the opposite of remarkable?

According to Godin, the opposite of remarkable is "being very good." He says that there is a fine line between being very good and being remarkable, but if you're just very good, you're actually invisible.

He cites Herb Keller, longtime CEO of Southwest Airlines who says,
"If you buy a ticket on an airline, and they fly you there safely, you don't have a very rousing story to tell."

If a store opens at the appointed time and the receipt is correct, you don't have a very rousing story to tell.

If you get from Point A to Point B in your business, and collect a check, you don't have a very rousing story to tell.

So, where are you "being very good" right now?
Are you marching along just like all your other professional colleagues?

What is the rousing story you want others to tell about your remarkable service? Start putting those stories out there front and center, on your web site, in your marketing materials, and as part of the story you tell to every new prospect when they ask, "Why should I hire you?"

Think of those really remarkable client success stories. The ones where you felt "a burst of pride" as it unfolded and came to its conclusion.

Present those stories to others, as you talk about your service, your products, your features and benefits. Client confidence comes from an emotional understanding that you will solve problems in a stellar way for them. Upgrade to remarkable language. Its really out of personal pride in yourself, not "for show."

Prepare remarkable reports.
Be remarkably appreciative.
Be remarkably reliable.

Create and circulate a rousing, remarkable story about your organization... You are the source and the messenger of all that is remarkable in your world.

Janet Bartman is the Communications Director for a large professional membership organization in Spokane. She welcomes your comments.

Next Post: The Seven Sins of Service Quality

No comments: