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Four Ways to Get Lost in the Crowd

February 8, 2011  

"It's doubtful that any small business owner sits down to compose a business plan and starts the list with a No. 1 priority such as: Get lost in the crowd," writes Steve Woodruff at MarketingProfs Daily Fix. "Yet, it would almost seem that many people, when naming their companies or coming up with a tagline, actually adopt that as a goal!"

So if you prefer not to be noticed, Woodruff has advice like this:

Choose a name that means nothing at all. If you go with a nondescript name like Global Strategic Business Solutions or A&B Associates, you'll keep potential customers wondering what you actually do—and blend right in with all the other Global Strategic Business Solutions and A&B Associates in your office building's directory.

Describe what you do as generically as possible. According to Woodruff, companies use vague descriptions like "We supply business improvement products and services to businesses all over" to appear universally relevant. But at a significant cost: "[N]ow, out of 50 million companies, you're one of them," he says.

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  • by stuart Wed Feb 9, 2011 via web

    'The Po!nt: If you lose bland language to describe your company, don't be surprised if you get lost in the crowd.'

    I think you meant 'use' not 'lose' above.

    Nice article otherwise. I like the counterpoint approach to advice.

  • by Ken Gordon, Editor Wed Feb 9, 2011 via web

    Thanks for the note, Stuart. I've made the change.

  • by Nick Stamoulis Thu Feb 10, 2011 via web

    Too many companies try to be everything to everyone and end up having no real personality or point of differentiation to hang their hat on. Businesses should be concentrating on how to stand out, especially if they work in a highly competitive field. Go after that niche spot no one else has thought to occupy! Why be afraid to be different?

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