Getting some cut through in the clutter of brands and advertising is a challenge for any company, small or big. The internet has created competition for local businesses where previously there may have been none. Our competition is now only a click away.
Even for individuals, who are consulting or freelancing, therefore selling their own expertise, competition is everywhere due to remote and virtual services. You can employ a PA, a marketing expert and a bookeeper virtually, the actual people don’t need to be by your side.
So getting some cut through is even more important than it ever was before. If you can find a way to be a bit different this may go some way in a highly competitive environment. There are plenty of ways to do this and one of these is to be memorable. I wanted to share with you a site I came across for a Lawson Clarke which is highly memorable. He is an advertising copywriter.
Advertising is a creative sector in itself so you really need to be clever to get cut through in this area. Believe me – you won’t forget Lawson if you have seen his web site.
He decided to pose naked on his home page as a parody of the famous 70’s photo from the Cosmoplitan magazine where Burt Reynolds lay naked on an animal skin rug. Don’t worry his modesty is protected by the TV!
The site is then a very simple and easy to navigate portfolio of his work. Take a look at his “contact” section. I believe that it is the simplicity that makes it work as much as the creative idea.
Finally it is also a success because he has considered his sector and his audience. You shouldn’t be creating a grey linear site when you are marketing yourself as an advertising exec. Having said this, standard communication and drab design is not going to be memorable for B to B, financial services or other more traditional sectors either.
So even if you don’t fancy posing nude on your site home page, let’s dare to be a bit different, let’s look at an idea that is not quite as safe as usual and give it a try.
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