I just finished watching Seth Godin walk off stage.
He gave a great presentation.
Parts of it I’d seen before yet it’s always great to see him speak in person.
One of the lessons he shared that stood out in my mind isn’t a new one. In fact, he wrote about it in his 2011 book “We Are All Weird.”
It’s an important concept and one that continues to become more and more relevant with each year.
I believe it’s especially important that consultants take notice of it.
As the above chart shows (via 27gen.com), back in 1955 the vast majority of people would be considered ‘Normal’.
This includes your ideal clients and most buyers of consulting services. If you were marketing back then you would focus your efforts on this great ‘normal’ majority.
As time went on the bell curve start to flatten out and by 1975 the ‘normal’ majority was seeing a significant decrease. As Seth Godin put it, there were more “WEIRD” people.
This increase of smaller market segments made marketing to each segment a lot more attractive. The market was growing…and still is.
By 2011, the original ‘normal’ group has gone from majority to minority or close to it. Marketing is no longer about muscle and forcing messages on people.
It’s about having crystal clarity around your ideal clients and then taking very specific steps to stand out in the marketplace…
To get their attention and then their interest.
It’s about finding ways to engage in meaningful relationships.
None of this happens if you blend in.
If you don’t take a stand.
If your marketing and approach is ‘normal’ you just won’t cut your way out of the bubble.
No one will notice you.
As unique markets, segments and sub-cultures continue to rise so too does the opportunity to serve them in unique ways.
The most successful people in the world have personalities.
They don’t try to simply fit in.
They do their own thing and they work at and work at it until they do it very well.
Don’t be fooled into thinking there is only one way to do something.
It’s time for you to stand up and stand out.
To get the attention and interest of your ideal consulting clients.
Go on, make it happen!