Thursday, May 10, 2007

Shtick is for suckers

I loathe the word “shtick.”

For that reason, I did some research to figure out what the word really means. And I discovered two facts:

1. The word shtick is defined as “A characteristic attribute, talent, gimmick or trait that is helpful in securing recognition or attention.”

2. The word shtick is derived from the Yiddish term shtik, which means “piece or routine.”

Your “thing.” Your “hook.”

Your shtick.

Now, does that mean shtick is bad?

Not necessarily.



See, it’s not that shtick is bad. It's just…

Shtick isn’t enough.
Shtick needs substance.
Shtick doesn’t sustain you.
Shtick only sells temporarily.

Sure, shtick is catchy and cool and clever and fun and different.

But in business, that will only carry you so far.

Sure, shtick might get you in the door.

But in marketing, that doesn’t guarantee you’ll stay in the room.

Only VALUE and SUBSTANCE can do that.

Take it from a guy who made a career out of wearing a nametag 24-7 for the past 2,380 days.

Sure, the nametag is shtick-Y, but only substance has made my career and my brand and my idea stick-Y.

Sort of like comparing Dum-Dum Pops and Tootsie Pops.

Both are delicious.
Both are popular.

But only one has SUBSTANCE. (Ahem, Mr. Tootsie.)

Which isn’t to say that Dum-Dums are bad. People love Dum-Dums!

But in business, you CAN’T just be all sugar.

Customers want value.
Customers want substance.
Customers want to take a few licks and then discover your Tootsie center.

Because shtick isn’t enough.

LET ME ASK YA THIS...
When you hear the word shtick, what comes to mind?

LET ME SUGGEST THIS...
What's your shtick, and more importantly, what's your SUBSTANCE?

* * * *
Scott Ginsberg
That Guy with the Nametag

Download Scott's new book!
Right here, right now, for FREE, no strings.

add to del.icio.us * digg it! * email this post