Cultivate Eccentrics

Cover of "Marketing Lessons from the Grat...
Cover via Amazon

Here’s a lesson from the book: Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History by David Meerman Scott

Cultivate eccentrics

Have you noticed that people who are passionate about something are eager to talk it up, just like fans of the Grateful Dead want to talk up their favorite band? Your job is to create an experience that’s unique, one that eccentrics will gravitate to, and one that they want to talk up.

ACTION: Build personality into your web site. Remove any content that looks similar to your competitors’. Delete what’s boring. Make sure your web site, blog posts, newsletters, and e-mails are unlike all others in the marketplace. Being unique will make you stand out. Build up the information (videos, blog posts, e-books, and photos) that appeals to eccentrics in your marketplace.

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