He’s the one person who really knows if you’ve been good or bad. (Tiger Woods, you better watch out!) But did you additionally know that Santa Claus also knows great publicity?
Just think about it. The jolly ol’ elf is one of the supreme marketers of all time – and here’s the thing: nobody of us have even really seen him in the flesh!
So take a little advice from the guy who doesn’t fit the pop idol ideal (after all red suits and a belly like jelly aren’t exactly something the fashion police rave about), but every year always makes a terrific impression:
- Each year his message is constant and consistent. Kris Kringle never changes his presence since he found one that works for him. All too often, business owners feel the need to jump on the ‘next big idea,’ even though what’s being done marketing-wise is established, accepted and working well.
- He knows how to craft messages to get free publicity. Yes, his promotion the same thing year after year. But St. Nick also knows how to develop terrific new angles to his service each and every year. Business owners need to continually be thinking of innovative ways to create story ideas that appeal to the journalists, even if the message is the same.
- He builds relationships. Instead of bragging about how long he’s been in business or what his credentials are for supervising elves and reindeer, Santa finds out what his prospects want, then gives it to them. Entrepreneurs need to stop worrying about how they appear on paper because frankly, no one cares. Your prospects want to know what you can do for them, not that you have years of experience or multiple degrees. And they want to be able to connect with you.
- He’s clever and creative. The man in the red suit knows what looks great in a photo op, and isn’t afraid to look silly. I mean, a sleigh and flying reindeer… Now that’s a visual that everyone likes to see. Begin looking for terrific images that will appeal to your would-be prospects and use them, even if at first people think it’s crazy.
- He is the personification of give-to-get marketing. Why is Santa a household name? Because he has built his credibility and visibility on trust by giving, not getting. Stop thinking about how to get customers, and start thinking of what your customers’ needs are and give it to them. You become the recognizable expert and people always want to do business with an expert.
So start believing in Santa. After all, someone who has lasted for decades as an icon has got something going for him.
And then start using his techniques to make others believe in you too!