Last week I spoke with a consultant in New York who subscribes to the LawMarketing list server (a large group of marketing professionals in the legal industry), and she told me she had one of my old postings taped to her wall. (One of the nicest compliments I’ve ever gotten!)

When she told me which one, I searched through my archives and found it – a message I sent to the list more than a year ago. Since she enjoyed the concept enough to hang it on her wall, I thought I’d use an updated version as this week’s tip.

I hope you enjoy it.

Most of you know me for my strongly held opinions and willingness to voice them. I take a hard-line stance on sales and marketing, because to be successful at setting yourself apart, one must:

1. Form an opinion based in common sense and supported by provable results.  
2. Shout it from every rooftop and soapbox.  
3. Ignore the negativity of the 3 to 5 percent of the population that totally disagrees with you.  
4. Market as efficiently as you can to the 90 percent who think your opinions sound interesting.  
5. Sell to (meet with) the 3 to 5 percent who think you make perfect sense and want what you offer.

I call this “Normal-Curve Branding,” because the groupings in steps 3 through 5 represent a fairly typical “normal curve” (commonly known as a “bell curve”).

Your tip for this week is to reevaluate your branding approach based on the following five steps:

1. Find the unique things about you, your product or your service. Figure out which of those things are productively controversial (meaning, they challenge the thinking of others), and form a consistent message that can be shouted from every rooftop. 
2. Find your forums (these can be list servers, speaking engagements, articles, books, your own newsletter, etc.), and start “shouting” your message. Do not shy away from disagreements, but at all times maintain your professionalism. (Attack the concepts being discussed, not the people who are arguing their points.)  
3. Use the opinions of those who disagree (3 to 5 percent) to refine your message. Some of the most useful concepts I’ve ever developed came from debates with these people. However, you absolutely must ignore the negativity (such as a personal attack) that is often associated with their messages, because that negativity is worthless to you and your goals.  
4. Design your marketing plan to reach the 90 percent who find your concepts interesting but are not yet ready to buy. (NEVER waste your time going to sales appointments with people who are not ready to buy.)  
5. Make appointments with the people who love your take on the subject (3 to 5 percent), and who tell you they want the solution you’re offering.

Follow this strategy, and soon you’ll save a ton of time, set yourself apart and position yourself to become the rainmaker in your profession.

Have a great week!

Gill