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Stand for something. Anything. But stand up and be noticed!

For a while I've complained that there is no truly neutral news service here in the UK. All the newspapers have their own slant, and so do the TV news bulletins. Even the newspaper "The Independent" has it's own agenda. We just can't get unbiased reporting. It struck me as a gap in the market. Until today.

For a while I've complained that there is no truly neutral news service here in the UK. All the newspapers have their own slant, and so do the TV news bulletins. Even the newspaper "The Independent" has it's own opinions. We just can't get unbiased reporting. It struck me as a gap in the market.

Until today.

Watching the headlines over breakfast I realised why there are no unbiased news services. Because no-one would watch or read them! I of all people should have worked that out long ago.

It's basic human nature. We gravitate towards the media services that will confirm our view of the world. And the media services trumpet their own view so that we know where to find them.

A truly neutral media service would appeal to no-one. It would be insipid and colourless. We'd have nothing to agree or disagree with. It would be "interesting" in all the wrong ways, and nothing more.

Brands are just the same, as I've said many times in this blog. We have to give our targets something to agree or disagree with. that's how they decide if they're in our audience or not. That's how they decide whether to buy or not.

Unfortunately, too many people try to be 'inoffensive' and 'nice'. We fear putting people off, but we end up not getting anyone excited about our services.

So, what are you most passionate about? What is the one message you want to get out in your business that would polarize your audience?

2 Comments

  1. Bookmidwife says:

    So true! Thanks for bringing this up, Rob. I think people are simply too busy to bother with what I call bland, vanilla messages. With millions of web pages out there and over half a million books coming out every year, it’s only the bold messages that will stand out.
    Consider being even *a little* bolder today.

  2. An interesting insight and very true. A lot of businesses, especially new ones, want to draw in customers and have a fear that if they are offensive/unappealing/not “pc” to anyone, they will lose business. But..without creating that standout message, you may lose some anyway. A catch 22 indeed. As a new business owner, I am guilty of this. It goes back to the old saying that you can’t please everyone. I guess if we can’t, then why not make as bold a statement as we can with our business (er…brand) right? I will definitely keep that thought in mind when making future business decisions.

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