Thursday, March 27, 2008

There's only ONE man who would DARE give me the raspberry!

Marketshare is overrated.

What’s (really) important is MINDSHARE.

The shelf space you hole in people’s minds.

So, if you want to become That Guy – that is, if you want to become the go-to person that customers, employees and the media seek out for answers – remember three words:

Mindshare, not marketshare.

Kind of like in Spaceballs, when Lord Helmet discovers his radar has been "jammed."

He exclaims, “There’s only ONE MAN who would DARE give me the raspberry...."

"LONESTAAAARRRRRR!!!!!"

That's mindshare.

Now, in my experience as an entrepreneur, I've discovered four variations to this concept of “mindshare.” Let’s take a look...

1. When you’re the FIRST person that comes to mind.

That means you have "Immediate Mindshare."

Because customers don’t even have to think twice.

“Employee engagement consultants? Oh, sure. I’ve got the perfect person for ya. Call Jack Harrison!”

Nice.

SO, ASK YOURSELF:

o Are you the expert, or the perceived expert?
o What are you recognized as being the first at?
o What happens when someone googles your name?

2. When you’re the OBVIOUS person that comes to mind.

That means you have “Duh! Mindshare."

Because customers don’t have to waste (much) time searching.

“Sir, we’ve been brainstorming for about an hour now, and it looks like the answer is obvious: we’ve GOT to bring in Steve Jackson to consult on this project!”

Sweet.

SO, ASK YOURSELF:

o Is your brand unconfusable?
o Are you the obvious expert?
o What are you the answer to?

3. When you’re the ONLY person that comes to mind.

That means you have Sole Source Mindshare.

Because customers don’t have to waste (any) time searching!

“Well, anytime we need help on marketing, we work with our guy Andy Marson – and ONLY Andy Marson.”

Word.

SO, ASK YOURSELF:

1. What are you THEE expert on?
2. How could you have zero competition?
3. How easily can someone else imitate you?

4. When you’re the BEST person that comes to mind…

That means you have Number One Mindshare.

Because when customers DO search around, you dwarf the competition.

“I made a few calls and did some Googling around. It looks like Carol Webber is the BEST in the business when it comes to non-profit finance. Let’s get her.”

Hell yes!

SO, ASK YOURSELF:

1. What are you specializing in?
2. What one thing do you do great?
3. What are you recognized as being the best at?

Mindshare, not marketshare.

LET ME ASK YA THIS...
What are you the answer to?

LET ME SUGGEST THIS...
Mindshare comes from presence. WEB presence. So, if you want a list called "101 Ways to Create a Powerful Web Presence," send an email to scott@hellomynameisscott.com and I'll share the secrets!

* * * *
Scott Ginsberg
That Guy with the Nametag

Want people to put YOU at the top of their list?

You've come to the right place.

Rent Scott's Brain today!