Do what others don’t do

You maybe aware that I have a number of “Business Notions“ that I quote from time to time when I have an attentive audience and it is appropriate.

One of my favourites is “Do what other people don’t do!”

I justify it by saying that, if you do what everybody else does, you’ll get the same result as everybody else. That means you can do no better than average.

A case in point.

Now, we all have stuff dropped into our letterbox by real estate agents and most of it looks pretty much the same, like this one from Barry Plant.

And, because it looks much the same as everybody else’s, we don’t bother to read it and throw it in the bin (although it may help us to recognise the brand later on).

Now have a look at this letterbox dropper from Noel Jones, another real estate agent… and we’ve only shown you the envelope.

Gets your attention doesn’t it? Makes you want to open the envelope and find out more. And that’s what it’s all about… getting people to at least open the envelope or unfold the flyer to find out more.

What are you planning to do differently to everybody else?