The key to gaining the attention you crave from the media, prospective clients and influencers is to be interesting. That means doing or saying interesting things people want to hear and talk about. All fulfill one or more of the following criteria:
- Has distinct point of view (even if some people will not agree).
- Introduces people to something new.
- Tells them something they don’t already know.
- Tells them something they might know, but causes them to see it in a new way.
- Displays a sense of humor and whimsy.
Why is it so important to be interesting? Because of what happens when you’re boring. Seth Godin explains, in his blog post, “You’re Boring.” Want to be more interesting? Start with being curious. Answer this question: “Hmmmm. What would happen if we ________?”
Some actual examples, from my clients:
- Created a spoof healthcare news website?
- Designed a series of booklets showing how design, printing and copywriting amplifies the impact of photography?
- Crafted an over-the-top bass for an over-the-top bass player?
That’s a start, but to make it interesting, you have do something with the idea. Something like:
- The Weekly Probe: This spoof healthcare news website generated a huge buzz and increased ambient awareness for Interval within the healthcare marketing community.
- “Route 66: A Road Traveled“, the first book of a planned series by Decker Design, was featured on several graphic design blogs, including Communication Arts. It also caught the attention of Route66 fans.
- The Lakland “Burning Earth” bass — held by Spinal Tap’s Derek Smalls — appeared on Times Square Jumbotron 11 times in one day.
For additional insight on how to be interesting, read “How to Be Interesting” by Copybloggers’s Jonathan Morrow. To discuss how you can become more interesting to your potential clients, influencers and the media, contact me.