The upside of being ordinary and obvious

April 11, 2012

How much time do you spend trying to be ordinary or obvious? Probably not a lot. In fact, most marketing people actively avoid talking about the ordinary or obvious qualities of their business. Instead we spend days in creative brainstorms trying to create new messages and find that brilliant unique thing that no one else has. We want to use new and sexy social media tools and find a winning creative idea that will get everyone’s attention. And we forget the ordinary and obvious stuff.

But what if the most unique thing about your business was also the most ordinary?

Here are a few reasons why the ordinary and obvious side of your business may actually be your biggest asset:

Customers have ordinary and obvious requirements. It is easy to think that having an endless list of new product features will appeal to people. The problem is, it is confusing. I recently went shopping to replace a light bulb in my ceiling. The one I bought was the one that said the size most clearly on the box.  

The ordinary and obvious are the most important. The number one reason I book any flight has nothing to do with comfort of the seats of what type of food they might offer; I look for the most direct flight. Whichever airline I can fly directly to my destination with is the one I choose.

The ordinary and obvious may have its passionate fans. Anyone still using a Blackberry today does so just for one reason. It’s not the collection of apps (which suck) or for the stunning quality of the screen resolution. No, most are just so familiar with the keyboard that they can’t imagine doing work and typing emails on a touch screen.

I love a good creative idea as much as the next marketing person. The point of this post, though, is that sometimes the most stunningly creative thing you can do is choose to focus on the most obvious and ordinary part of your business. You might be surprised at how effective it can be.

Concept borrowed from the ‘Influential Marketing Blog’