Marketing the Weird


Frequently Asked Questions are often an organization’s attempt to justify how normal they are and how their service and programs are just like everyone else.  It is an attempt to minimize the weirdness.  These talking points to rationalize our decisions and put them in context.  It allows for buy-in.  Enterprise’s spend hours crafting FAQs and few focus on the organization’s purpose and why their beliefs allow them to take action.

FAQ are the facts that let us justify our decisions.  It confirms what we already believe.  We know in advance that the decision is right or wrong based on our beliefs and where they intersects a cause’s purpose.  If the organization has made a choice that is consistent with its purpose and values then the facts are the supporting details.

Every organizations should embrace their weirdness.  Be the cause that everyone knows because it is authentic and is willing to embrace its eccentric side.  Do not use marketing and messaging to move further to the middle but rather create the dip that separates us from everyone else.

Being normal is equivalent to trying to standout as a blade of grass in the middle of a soccer pitch.  Being weird is about being a flower growing in a field of snow.


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