Does Your Brand Pass The Ginsberg Test?

1. What are you doing to become even more visible?

Anonymity is the adversary of success.

I wear a nametag 24-7. In fact, today is my 9-year anniversary. I literally have zero anonymity whatsoever. (Except on Halloween, when I change my nametag as part of my costume.) Other than that, anyone who sees me at any given moment can say to herself, “Well, I guess his name is Scott…”

Now, I’m not suggesting you do the same. In fact, I strongly suggest you DO NOT wear a nametag 24-7. What I AM suggesting is that you consider the adverse relationship between anonymity and profitability. And maybe a good start would be to throw away your marketing plan and begin writing a visibility plan. Because it’s NOT who you know. It’s NOT who knows you. It’s whose life is significantly because they know you.

2. How can you turn your unique personality into a marketing weapon?

Branding is the inevitability of identity.

It’s got nothing to do with marketing and everything to do with the natural extension of your core selfhood. The best, highest version of yourself – paired with the way other people experience themselves in relation TO you.

That’s branding. And it was born about five thousand years before those sleazy advertising jerks starting brainwashing you. Read The Gita and The Tao De Ching. If that’s not branding I don’t know what is.

3. Is your business a friend of simplicity?

Eloquence is the byproduct of simple.

Complexity generates contemplation, and contemplation kills sales. On the other hand, simplicity induces relaxation, and relaxed customers buy. It’s your choice. Sure, it takes more time, energy and courage to create and deliver something simple.

But isn’t it all worth it when your idea is SO simple that a kindergartner runs home from school to tell their parents about it? Stop creating riddles that take too long for impatient customers to solve.

4. Are you drowning in a sea of sameness?

Failure is the destiny of boring.

Nobody buys boring. Not any more. There are too many choices and too little time. So, there’s a direction correlation between how successful you are and how boring you are. Your challenge is to become the most interesting person you know. Which isn’t just some vague platitude – you can literally increase your level of interestingness.

Try this: Amuse people or lose people. Choreograph attention. Build curiosity and expectation into everything you do. Position yourself so, moment-to-moment; people want to see what happens next. And finally, be abnormal, yet relevant to humanity. Remember: If you want to maximize noticeability and spreadability, you need to create a widening circle of interest around it.

5. Are you talking your ideas into the ground when you should be building your ideas into the sky?

Hype is the camouflage of quality.

I used to work in the promotions department for a radio station in St. Louis. And I’ll never forget what my boss told me on the first day of work. “When we record a spot for a new movie release, here’s the rule: The more promotional stuff the production company sends us, the crappier the movie probably is.”

He was right. Box office bombs like K-PAX, Corky Romano and Freddy Got Fingered sent our station truckloads of key chains, t-shirts, posters and other worththless hype. They were compensation for quality. On the other hand, cinematic classics like Memento, Donnie Darko and The Royal Tannenbaums didn’t send a thing. Not even a press release. The quality of those movies spoke for itself.

6. What is your plan for reaching the world with your unique message?

Platform is the artifact of attraction.

While a resume is what you’ve already accomplished, a platform is what you’re currently accomplishing. Think that makes it more relevant than some piece of paper? You bet. Interestingly, the geological definition of the term platform is: “The ancient, stable, interior layer of a continental craton composed of igneous or metamorphic rocks.”

OK. Let’s unpack that scientific idea as it pertains to your Thought Leadership world:

(1) Ancient, meaning long-term viability, of your expertise, that is.

(2) Stable, meaning a solid foundation of value, which refers to your body of work.

(3) Interior, meaning deriving from your core, aka, speaking your truth in whatever you publish.

(4) Layers, meaning multiple levels of content, which denotes intellectual diversity and depth.

(5) Igneous, meaning produced under conditions involving intense heat, i.e., your unique philosophy is fueled by passion and fire.

(6) Metamorphic, meaning specific shape or form to your thoughts, which means you’ve taken a side, picked a lane and put a stake in the ground.

That’s a platform. And without it, the media won’t seek you out. Without a platform, Google won’t develop a crush on you. Without a platform, unsolicited referrals won’t make their way to you. Without a platform, your expertise won’t be validated. Without a platform, your credibility won’t be authenticated. And without a platform, your following won’t grow exponentially. Start building today.

7. Are you a fad or a movement?

Sticky is the start of spreadable.

But that doesn’t mean it’s enough. Sticky doesn’t mean viable and shtick doesn’t mean substance. Sticky literally means “adhesive,” whereas spreadable means, “to stretch out and send in various directions.” Your mission is to prove to people that you’re worth hanging in there for. That their long-term investment in you will pay dividends eventually.

As George Carlin reminded us, “You want people to know the accumulated record, not just a spotty shot.” Otherwise you’ll be dismissed as inherently remarkable, yet ultimately inconsequential.

Does your brand pass The Ginsberg Test?

For the list called, “11 Ways to Out Market the Competition,” send an email to me, and you win the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur

The world’s FIRST two-in-one, flip-flop book!

Buy Scott’s comprehensive marketing guidebook on and learn how to GET noticed, GET remembered and GET business!

You can’t spell A-T-T-R-A-C-T-I-O-N without…

• Action. That means more doing and less talking. How many times did you blog last week?

• Actor. You’re method acting and the character is YOU. What do people get when they get you?

• Attic. Clear the cobwebs off your old marketing. How often are you reinventing yourself?

• Cantor. Stop yelling and interrupting. Start SINGING. People will listen. Is your marketing making music or noise?

• Car. Successful businesspeople don’t advertise their businesses on the windows of their car. It mars your credibility. How much of your marketing is hurting you?

• Icon. Your logo needs to symbolize something bigger than you. Something powerful and emotional that connects to people’s worldview. Do you REALLY think naming your company after your own initials is remarkable?

• Orca. Be a whale in your industry. Be the man. That Guy. The Go To Gal. The person everybody who does what you do, knows. Are you The Observer or The Observed?

• Ricotta. Cheesy doesn’t always mean ineffective. Are you willing to embrace hokeyness?

• Tacit. You shouldn’t have to explain it. People should “get” it right away, or at least within ten seconds. Anything after that and you’ve lost ‘em. How quickly can you explain what you do?

• Tonic. Be the pill. End people’s pain. They will flock to you. What are you the answer to?

• Traction. Shtick might get you in the room; but only SUBSTANCE will keep you at the party. Are you a Dum-Dum or a Tootsie?

What (else) can’t you spell “a-t-t-r-a-c-t-i-o-n” without?

For the list called, “11 Ways to Out GOOGLE Your Competition,” send an email to me, and I’ll send you the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur

Never the same speech twice.
Always about approachability.

Watch The Nametag Guy in action here!

8 Ways to be More Sought-After Than The Jonas Brothers at a Middle School Sleepover

What’s THEE best adjective to come after your name?

ANSWER: Sought-after.

It denotes credibility.
It depicts desirability.
It displays buyability.

More importantly, “sought-after” demonstrates social proof, which is what helps your buyers (finally) relax and think, “Thank God I don’t have to be the first person to trust this guy.”

Successful marketing is about being demand. And the cool part is: The more in-demand you currently are, the more in-demand you ultimately become – because success breeds success.

But you’ve got to start somewhere. Becoming sought-after doesn’t just happen.

THEREFORE: Sought-after-able is the sum of your efforts to increase the probability of people demanding you on an ongoing basis.

The key word there is “probability.”

So, whether you’re a salesperson, entrepreneur, freelancer – or unemployed professional – consider these eight practices for becoming more sought-after than The Jonas Brothers at a middle school sleepover…

1. Become known as someone who finds (and solves) problems. Two words: Michael Clayton. In this movie, George Clooney portrays an in-house “fixer” at one of the largest corporate law firms in New York. If you didn’t catch it, here’s the plot: Clayton is dispatched to hold the hand of a wealthy client who has just hit someone with his car and sped off.

Then, when told he could “make problems vanish,” Clayton responds with: “There’s no play here. There’s no angle. There’s no champagne room. I’m not a miracle worker – I’m a janitor. The math on this is simple. The smaller the mess the easier it is for me to clean up.”

Clayton has no illusions whatsoever about what he does. He finds and solves problems. That’s what he’s known AS, that’s what he’s known FOR, and that’s what he’s known FOR KNOWING. And you don’t have to be a lawyer to leverage that kind of positioning. You just need to “share your expertise generously so people recognize it and depend on you,” as Seth Godin once wrote. What problem do YOU solve?

2. Build a timeline of credibility. “What have you done for me lately?” That’s the question your prospects are asking. And your challenge is to prove to and show them that you provide sustainable value. Here’s why: Before deciding to buy from you, customers are going to want to validate your abilities from multiple sources. Face the fact that resumes are an endangered species – somebody googling your name IS your resume.

That’s why you need to work with clients from a variety of industries. That’s why you need to contribute to a body of work, not just a single piece. And that’s why you need to accumulate and share rich background of experiences. Then, the secret is to leverage those experiences into a tangible, chronological entity that sells you when you’re not there.

Maybe that means an article archive or library. Or ten year’s worth of client lists. Or, a Media Room that links to each of your interviews. Or an online appearance schedule so people know where you’ll be next. Ultimately, customers want to work with someone with good judgment. The kind of judgment that only comes from experience. How are you quantifying that experience to become more sought-after?

3. Find something at which you can become the first, the best and the only. In Alan Webber’s Rules of Thumb, he suggests, “Invent NEW categories that fit the new realities. If you spot a category before it becomes conventional wisdom, you’ve got an instant advantage.”

That’s the road I took with the word “approachability.” Not “communication.” Not “networking.” And not “attraction.” Approachability. That was the word I owned and embodied. That was my School of Thought, my Life Philosophy and Theory of the Universe.

I picked a lane, put a stake in the ground, and hung a big, beautiful flag on it that nobody else could touch but me. I was The First. I was The Only. And that paved the way to become the best. Your challenge is to be the first to tell the marketplace what the criteria are and that you satisfy them. How will your brand transition from being nice to being necessary?

4. It’s NOT “who you know.” Nor is it “who knows you.” It’s whose life is significantly better because they know you. It’s how many people in your network feel honored to be a part of it. It’s how many people in your network believe that they have greater capability than before because they are a part of it.

And it’s how many people in your network see more possibilities in their world because of their connection to you – even if it’s some retired fighter pilot in Frankfurt who reads your tweets religiously. Ultimately, it’s not about the number of eyeballs that see you – it’s how much clearer those eyeballs can see because OF you. How do you want your future network to remember you?

5. Send a continuous flow of education. Not just information. Any schmuck can do that. You need to be a broker of wisdom. An impulsive and compulsive finder and messenger of truth. And it’s your responsibility to deliver that truth in an educational way via your permission asset that helps your customers grow their businesses.

Ideally, in a three-dimensional medium like video. Or, if you’re camera shy, blogging, tweeting, newsletters and the like. All that matters is that you keep the beat going. And that people remember that beat came from YOU. You will eventually compose a Thought Leadership soundtrack that rocks the face off of your market. How are you making your customers smarter?

6. Discover where your great joy meets the world’s great need. Theologian Frederick Buechner suggested this nearly fifty years ago. And although I highly doubt he was talking about small business and entrepreneurship, the lesson still applies: Balance your boldness. Make sure your dreams get acquainted with reality. And deploy your joy with meaningful concrete immediacy so the lives of the people you serve actually get better.

Here’s a helpful formula. Before taking action on your next idea, ask yourself three questions: (a) Am I the best at this? (b) Do I love doing this? (c) Will people buy this? If you can’t go three-for-three, find something else. What actions have you taken to ensure that your market knows what you bring to the marketplace?

7. Get people to physically recognize you. You don’t have to shave your head. You don’t have to get tattoos all over your body. And you definitely don’t have to wear a nametag 24-7. What you DO need is to consider is the value of physical recognizability as an impetus of sought-after-ability.

Running a Google Image Search on your full name in quotes is the perfect exercise to audit your current recognizability. As you explore the pictures (assuming you ARE googleable), look for patterns in your appearance. Note colors, trends and styles that are uniquely yours. Stick to them. You might even consider physically creating a “character sketch” for yourself. That way you can stay consistent. Tune into to see what I mean. What’s YOUR look?

8. Building up a critical mass of interest. I don’t make cold calls. This is partly by choice, since I totally SUCK at cold calls. But the central driver of my critical mass of interest is by virtue of the sheer volume of material I’ve published since 2002. Most people don’t know this, but I write for four to seven hours a day. Four to seven hours. And when I get blank stares back at me, my half-joke/half-serious response to people is: “But I’m a writer. That’s what I DO. What do YOU do all day?”

I’ve been a writer since I was seven years old. It’s the only part of my life that I can’t remember NOT being a part of my life. So, it’s a perfect fit. And as such, writing is my occupation inasmuch as writing occupies most of my time. My job, however, is an author, speaker, consultant and entrepreneur. But writing is still the foundation. Writing is the basis of all wealth. And writing is the strategy that stamps tens of thousands of my digital footprints (in print and online) that lead people back to me.

And, you don’t even have to be a professional writer to leverage writing. You’ll discover that whatever industry you work in, writing is one of the few practices guaranteed to build a critical mass of interest in your brand, expertise and work. The hard part is, you have to do it every day. EVERY day. Because if you don’t write it down – it never happened. What did YOU write today?

REMEMBER: Becoming more sought-after-able makes you more credible, more desirable and more buyable.

I challenge you to put these practices into action, and you’ll be more sought-after than The Jonas Brothers at a middle school sleepover.

Who’s seeking after you?

For the list called, “29 Pieces of Simple, Easy Advice That Will Change Your Business Forever,” send an email to me, and I’ll send you the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur

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