I'd like to ask you a simple – but perhaps painful - inquiry.
Are you up to date?
I recently met Greg Creed, the former CEO of Yum! Brands and author of R.E.D. Marketing, a fantastic new book. He raised the issue of social and cultural significance.
Then, at last week's Success Summit, Seth Godin talked about the importance of being "extraordinary" - that is, getting people to talk about you.
Relevance and remarkability are two concepts you may not have considered until lately. And there are two elements that can make or ruin your company's success.
Are All 7.9 Billion People Important?
It's impossible for everyone to stand out in a world of roughly eight billion people.
However, as a salesperson who relies on others to pick you out of a crowded field, it's critical that you establish relevance and remarkability.
So, what makes you relevant in the first place?
Greg categorizes relevance into two groups: Cultural and social importance are both important.
No one wants to collaborate with someone who appears to be behind the times, so cultural relevance is being visible in places where people are now - the large picture being social media, but more specifically, are you doing Reels? Are you familiar with TikTok? Are you meeting your audience where they are, or are you waiting for them to find you where you are most at ease?
The concept of social relevance adds a new dimension to the equation... Are you doing anything exceptional that makes others want to talk about you? Is your most recent campaign being discussed at cocktail parties?
This is where Seth's concept of being "exceptional" comes in. Is your service so exceptional that people can't stop talking about it? Do you have a lot of people sharing your listing videos because they're so unique and compelling?
These are the characteristics that distinguish agents. They're the elements that will set you apart from your competition and make all of your wildest ambitions come true in an increasingly competitive industry.
5 Questions To Help You Determine Your Relevance
I've compiled a list of five questions that can help you figure out whether you're relevant — and, if not, what you can do to improve things. Let's get started...
Do You Have A Video Camera?
For the past five years, I've been emphasizing that we live in a "video-first" marketing world. If you're still not using video to communicate your message in late 2021, you're making it extremely tough for yourself to be culturally relevant. (That's a nice way of putting it.) It's time to overcome your apprehensions and begin using video.
Today, 81% of consumers claim they make purchasing decisions after watching a video. The means you're excluding four-fifths of your potential audience if you're still hesitant to press that little red RECORD button.
Simply put, video should be your core strategy in all you do.
Consider the questions you're asked on a daily basis if you're still stating, "I'm not sure what to say." Then make a video explaining why you keep getting these questions and why you want to educate and answer them! Every day, answer a new question and see what occurs.
Do You Use Instagram, Stories, Reels, TikTok, Facebook, Twitter, And LinkedIn To Post On A Regular Basis?
On social media, simply "existing" is no longer enough. You must be active on social networks, publishing and communicating regularly. Are you one of them? If the answer is no, it may be time to consider employing some part-time marketing support or a social media coordinator to ensure that it happens — regardless of how busy you are.
Are You Putting Out New Content On A Regular Basis?
You're probably not creating enough material to be relevant if you don't have your own YouTube program, podcast, or blog with a weekly posting schedule.
How often do you provide special reports to educate and update your market's consumers? In your Instagram Stories, how frequently do you ask for and answer questions? Are you sending CMAs to folks in your geographic farm who haven't asked for them?
In today's society, content fuels "know, like, and trust." Make sure you're producing enough content to stand out.
Are You Attempting To Break New Ground In Order To Become Truly Remarkable?
"Ordinary" does not elicit a response. To distinguish out, you must be innovative, take risks, and do something distinctive. It's all about delivering a memorable experience. Seth Godin discussed identifying and serving your smallest viable audience last week at the Summit... people to whom you can give highly specialized services that make them want to tell everyone they know about how fantastic you are. Is that a description of your existing business?
What Will You Do Next To Push Things Forward?
Relevance is a fickle thing. If you want to stay relevant, you must fully commit to investing in yourself and aggressively seeking out new ideas. You must stay on the cutting edge of technology and be open to new platforms as they emerge. Take a look at Zachary Foust or Glennda Baker on TikTok; they embraced the platform and grew massive followings because they saw it as a previously untapped resource.
It's All Up To You
Being irrelevant is not just depressing, but it's also a very real prospect. But here's the good news: with a camera in your pocket and a little cleverness, you can completely control your relevance. If you do what I've described above, you'll become more relevant. You'll be amazing if you can figure out how to treat people better than they've ever been treated before.
And your life and business will be a whole lot more fulfilling if you're relevant and extraordinary.