David Avrin recently joined me on the Cannonball Mindset Podcast – but due to the 74,700 results that pop up when you search his name, you probably already know him as The Visibility Coach.
He said this is what there’s to talk about:
After over 20 years, he left the worlds of Marketing and PR.
He now travels the world to teach people how they can stand out and stand apart.
Part of the reason David made this change is because he realized that ‘leadership gurus’ have it completely wrong…
They think that ‘at the end of the day you’ll win on the basics’.
But David couldn’t disagree more.
Sure, at the beginning of the day it’s about things like quality.
But at the end of the day, it’s about competitive advantage.
It’s about doing something better and different than everybody else.
“At the beginning of the day it’s about quality. At the end of the day it’s about competitive advantage.” – David Avrin
The Visibility Market
I interviewed James Orsini the other day who said that by 2022, 53% of the workforce will be entrepreneurs.
That’s going to be the biggest challenge.
Think about it this way.
When you look at the marketplace historically, both your competition and your customers were all within a 3 – 5 mile radius. All you would have to do for visibility was hire a high school kid to dress up as a clown and wave at cars as they drove by.
Back then, it was about proximity.
In today’s crowded marketplace it’s about being visible where they are.
Your competition isn’t stuck to 3 – 5 miles anymore. Your competition is now 6 billion people around the world.
The moment you go online, your business becomes an international company.
There’s good news and bad news:
- Good news: Your market has drastically expanded as to who can buy from you.
- Bad news: Your competition is that significant as well.
Before you can stand out, you must acknowledge that fact.
Then David says you need to understand how not to do it.
What NOT To Do
“What doesn’t work is telling us you’re good at what you do.” – David Avrin
“What doesn’t work is telling us you’re good at what you do.”
You better be good at what you do, because it’s not a parameter. It’s an entry fee.
Forever companies have talked about their quality, their commitment, their trust, their organization when attempting to become visible in the eye of the consumer.
The worst are the cheesy slogans that say, “our people make the difference”.
But don’t your people have striking resemblance to your competitor’s people? We have to stop pretending that our people are what make us stand out.
They are just people.
Part of the problem is that there are horrible advertising agencies making tens of millions of dollars each year, delivering this kind of content.
In NY alone there are over 50 pizza restaurants that make “The World’s Best Pizza”.
David further explained this point through a story:
Apparently there was a movie that came out last year called Jim and the Holograms.
David asked if I had seen it. I hadn’t.
He said that’s because it was horrible.
In fact it was so bad, that it literarily closed in a single day.
When he asked his now 19 year old daughter if she’d seen it, she simply replied, “no, it sucks”. So of course he asked her how she knew it was that bad. Her answer:
“Dad. Everybody was talking about how bad it sucked.”
We grew up with this adage about guest relations, that roughly goes – A customer with a positive experience will tell 2 to 3 people. A guest with a negative experience will tell 10.
But this philosophy isn’t true anymore…
Now we tell thousands, millions of people!
So when it comes to visibility, the only thing that works is finding something that’s unique.
What works is finding something customers care about.
What works is finding something that’s unique. What works is finding something customers care about.” – David Avrin
What To DO
So many people feel bad that Amazon is putting everyone out of business.
But David explained, “The reality is everything is available everywhere, 24/7. If you aren’t, then you’re in big trouble.”
“The reality is that everything is available everywhere, 24/7. If you aren’t, then you’re in big trouble.” – David Avrin
If you don’t step up your game, you’ll be gone.
In one of his new books, Why Customers Leave and How to Win Them Back, part of the reason customers leave is because we assume they’ll continue doing business with us no matter what.
But we aren’t suffering for a lack of options.
To both keep customers and gain visibility you actually do the same thing.
In other words, you need to envision, develop and deliver products/services that are cool; that are different; that give people something to talk about.
“If you want people to talk about you – give them something to talk about”, David told me.
“If you want people to talk about you – give them something to talk about.” – David Avrin
As far as the massive percentage of the workforce that are going to be entrepreneurs in the coming years, that doesn’t mean they’re all going to be successful.
However, the successful ones will be those who give people something different.
Think about it this way:
We make purchase decisions emotionally and we justify them intellectually.
In other words, we buy things for no other reason than we want to.
Our job is to make people want to buy what we have to offer.
Only then will they know you.
This post is based on an interview with David Avrin. To hear this episode, and many more like it, you can subscribe to The Cannonball Mindset Podcast.
If you don’t use iTunes, you can listen to every episode here.