When was the last time you paid any attention to a sewer covering?
Other than when one’s missing, and the city doesn’t bother to put cones around the now-gaping hole in the road, I don’t really pay them much attention. But recently I heard an anecdote—which I tried to verify but couldn’t—that all of the sewer coverings in Memphis are unique; no two covers are exactly alike.
This roused my curiosity. I found myself paying more attention to the sewer coverings that I walked past. I noticed different details, different grooves and different typefaces. It was shocking to see that something so commonplace actually has more depth to it than I was aware.
Have you ever thought about businesses that way?
Just within our city, there are thousands upon thousands of businesses. Some sell food; some sell car parts; others sell books. Look through Yellow Pages or Google “Memphis businesses.†How many of them look the same? How close do you have to look before you notice any differentiation or depth?
Maybe that’s Step One in advertising: make people see how you’re different. Make your business stand out so that at the very least people have to stop and notice you.
Because if everyone’s just walking along the street ignoring your storefront, then what’s the difference between your business and the sewer coverings?
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