Special Isn’t So Special Anymore.

Special really isn’t special anymore.

A few lifetimes ago, I worked at a start-up television network, UPN. It was a crazy time,  chock full of 12-16 hour days as be got close to launch, everyone desperate to deliver their promised piece and everything became a priority. But you know know what that means…

When everything is a priority, then nothing is a priority.

Same goes with special. When everything is tagged with a superlative, nothing is… well that super.

In this economy you have to deliver special, super and great, just to survive.

If you think you’ve got something special, guess again. So does everyone else. And their letting everyone know via TV, Radio, Print, POP, Inserts, Guerilla marketing and now Facebook, Twitter, and even Foursquare.

That’s a lot of noise. That’s a lot of “super.”

How do make your super stand-out?

Can you distill your super into the tangible?

Can you take the tangible and answer your customer question “How will this make my life better?”

Are you answering this question in all their languages? Mediums? If your marketing segment speaks Social Media, are you trying to reach them only through radio?

Are you prepared to answer that question at all customer touch points? From first touch, sale, delivery, customer service and to the next purchase?

That IS super, only your customers will be the one saying it. Again and again.