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May 17, 2004
Being Safe is Risky
Posted by Kevin D. Hendricks | Filed under: Marketing
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So often we like to go with the safe answer. It may not necessarily be the best solution, but it works for everyone else. Maybe a church advertises in the phone book because that's what churches do. Maybe a nonprofit organization sends out monthly donation letters because that's what nonprofits do. Maybe a clothing store has weekly sales because that's what stores do.
The problem is that's what everybody else does. Every church, nonprofit and store are doing the same things and nobody notices. In his book Purple Cow, Seth Godin says it's risky to be safe. Being safe may seem safe, but it's increasingly becoming risky because everyone is safe. If every corner store has the same sale, suddenly your sale isn't bringing in the customers like it should. Suddenly your safe idea is a big risk.
Instead, Godin claims it's safer to be risky. By trying out there ideas, being willing to take a chance, doing something different than everyone else, you're actually in a much safer position. You're more likely to be noticed by being risky.
Go For the Edge
In order to be remarkable, Godin encourages you to go to the edge of your market (it's a concept he calls Edgecraft, which he explains in his new book, Free Prize Inside). Rather than sitting safely (and ignored) in the middle of your field, distinguish yourself by finding an extreme edge. The obvious edges are price and quality: offer the cheapest or highest quality product or service. But high quality products are a no-brainer, and competing for the cheapest price is a no-win situation. Instead go for other edges.
Instead of sending out monthly support letters, maybe a nonprofit organization will start a blog (What's a blog? See The Blog Bog). Imagine short updates from the head of your favorite charitable organization a few times a week: thoughts on a recent trip abroad, remarks about a dinner with the mayor, statistics about the industry. Maybe the heads of nonprofits don't have time for a blog, but what if they did? Donors would suddenly have a personal connection with the head of a nonprofit, a connection you can guarantee is stronger than a generic monthly letter.
Instead of a weekly sale, maybe a clothing store will set up a kids' section. Mom and Dad can shop and try on clothes in peace while the kids crash in beanbag chairs and watch a video. Or maybe it's the other way around: Mom and Dad can crash on the cushy sofa while the angst-filled teen picks out their own clothes. Or maybe Dad sits in the recliner and watches the game while Mom shops. This kind of service could be a bigger draw for your customers than the 'biggest sale since last week' sale.
Instead of an ad in the phone book, maybe a church delivers a homemade, ready to eat meal to a family that just moved in. Imagine you just finished unloading boxes, you're tired, hungry, and all your food and dishes are packed away. Looks like it's time to order a pizza. But then someone from the church down the street shows up with a hot meal, complete with paper plates and plastic forks. When Sunday morning comes and the family needs a place to worship, you can bet they won't even bother looking in the phone book.
Take a risk and try something different. We'll even help you come up with the ideas.
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