How to Rise Above The Dime-a-dozen


I got a GREAT email last week from world-class marketer Dave Dee.

Dave told about a conversation he had with a lawyer who thought creative, personalized marketing was below him. 

“I didn’t go to law school to be seen as a celebrity,” the lawyer told Dave. 

I hear the same from some coaches, consultants, and professional service providers who push back when I encourage them to create content that’s informative AND entertaining. 

“No, no, no,” they sniff. “I’m a professional, not an entertainer.” 

I like how Dave puts it in his email: 

“…if you are not recognized as the authority, the expert, and the celebrity of your niche, you will struggle to stand out no matter how good you are at delivering your service. So it’s not about ego-marketing…it’s about proper positioning.”

Listen up, super-serious professionals. No one wants you to post videos of cats chasing laser lights. 

That stuff doesn’t reflect your expertise and establish your credibility. So, yes, you have to share content that’s informative — that demonstrates your professional expertise. 

But information is not enough. 

You have to stand out. 

You have to be the celebrity — the famous one, the one people choose to connect with, the one people choose to do business with.

We’re not asking you to act like a Kardashian or air your dirty laundry like Johnny Depp and Amber Heard. 

We’re asking you, though, to consider the difference between being just another voice in the crowd vs. being the one who stands out above the others.

When you dish out the same old “blah, blah, blah” information (that anyone can find 100 times over with a simple google search), you’re just another voice. 

Your audience has heard it before, and they don’t care. They tune out and move on.

You may be a brilliant expert, a top-notch professional. You may have advanced degrees and lots of initials after your name. You’ve earned that, and I congratulate you (really).

But here’s the hard truth…

Most experts are a dime-a-dozen. 

If you want to be just another piece of loose change in an overcrowded bucket, keep doing what you’re doing. Keep it 100% serious. Dish out the same old information. Don’t lower your professional mask. Don’t let people in. 

But if you’d like to stand out…

…you must deliver informative AND entertaining content with a personal touch.

That’s how you get prospects to know, like and trust you. That’s how you position yourself as an expert worth knowing and doing business with. 

That’s what Dave and I are talking about. 

And that’s what I help my clients do. 

Reply to this email if you’d like to discuss with me how you can do it.

p.s. I help coaches, consultants, and business leaders discover and deliver powerful stories that captivate prospects and inspire them to act. Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.