with Aleksandr Orlov, the founder of www.comparethemeerkat.com.
Who would have thought of advertising a cost comparison website by building a spoof?
That's inspired today's tip:
I once heard of a man who was lucky enough to be able to travel the world and see everything he’d ever wanted to see. One of the places he’d always wanted to see was Mount Everest. So he made all the arrangements, flew out there, looked out of his hotel window, and what do you think he saw?
It was something like this:
He wanted to see Mount Everest, but Mount Everest is in the Himalayas! It’s a mountain range! Everest might be the biggest mountain in the world but it’s surrounded by other mountains which all look the same!
Was it that one, which may be nearer and smaller? Or that one, which may be further away but bigger? He couldn’t tell. And he came away disappointed by the experience.
Another place he’d always wanted to see was Ayers Rock, or Uluru, in Australia. So he made the arrangements, flew out there, and what do you think he saw?
It was something like this:
Uluru is one big rock in the middle of a flat desert! There is nothing around to distract from it! And he came away feeling much more impressed by the experience, even though Uluru is much, much smaller than Mount Everest.
So what’s the moral of this story?
You have less than 15 seconds to grab someone’s attention. Even if you are the biggest and best in the whole world, no-one will notice if you promote yourself the same way as everyone else.
If you want to stand out from the rest, like Uluru, not blend in with everyone else, like Everest – YOU HAVE TO BE DIFFERENT!
P.S. I thought of meerkats first! 'Don't stop me now!' 3/5/08
P.P.S. I also wrote about comparing the cost comparison websites 'When numbers speak louder than words' 1/9/08
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