According to this article from the Wall Street Journal, NFL QB Andrew Luck is a brillant marketer.
Of course he wouldn't say that, but it's true. The article talks about how when Luck is sacked by an opposing player he doesn't do what people would do, i.e. complain how hard he was hit or just deal with his pain in silence.
Instead he goes out the way to compliment the player that just hit him.
In the article they talk with several players who hit Luck, some of them did it years ago.
All of them remember their interaction with Luck.
What is marketing? It's about making an impression, telling a story, being remarkable.
The people who hit Luck are famous, successful athletes who encounter things daily yet they remember him.
The good news is that this path, this road to remarkable marketing, is available to all of us. It starts with a willingness to say or do something unexpected that connects with an audience.
Here's an example. A little while back we wrote this article about how we plan and execute an artistic season. We decided to write the article because we know what everyone, including us, typically says about artistic programming.
We talk about how memorable it is and how people must go, etc.
It's a necessary step, but it's expected, thus not that memorable.
So, we wanted to put a little twist on the topic. Sure, we would say how great the season is . . . . but we would also say something else.
The writer of the article talked about how we had certain plans for the season, but they fell apart. She talked about performers taking opportunities at other places, that sort of thing.
The goal of the article wasn't to sell people on a season. It was to educate them and help them understand why we make the choices.
Because if you understand the choices, then maybe you'll buy the season.
Did you get that? Did you catch the Selling by Not Selling?
What unexpected thing could you say today about your work or your process?
It may make all the difference.