Lately, the recently waived NFL quarterback Tim Tebow has the media discussing where his next job should be.
He’s one of the most talked about players in the NFL. And whether you love him or hate him, you’ve probably talked about him too.
What’s interesting is how this player who has shown less than spectacular results in his NFL career, is one of the most popular players, not only in the NFL, but perhaps in the history of the NFL.
When Tebow arrived in New York, there was plenty of fanfare. There were billboards that welcomed him. Sandwiches were named after him. And his jersey was one of the top sellers in the league before he even made his first snap in the NFL.
The question is why?
Over the past decade or longer, there certainly have been football players and coaches that have had far more success who never made it to the spotlight…and the money, the way Tebow has.
To prove my point, yesterday a football coach by the name of Larry Kehres stepped down as the head coach of Mount Union college. During his 27 year career, he has coached 359 games. His record is three games ending in a tie, 24 games ending in a loss, and an incredible 332 games resulting in wins. And he won 11 Division III national championships.
He is the most successful football coach of all time, yet most people have never heard of him.
There is a lesson here if you look for it. What made Tebow into such a media sensation? What has made him one of the most talked about players of all time? And what has kept Kehres relatively abscure and unknown?
He’s an underdog. He’s likeable. He has a personality that is consistent and unwaivering.
One comment from a writer sums it up, “In America we love the story about the little guy. The guy who people believed couldn’t get the job done and then finds his way to do just that, and in dramatic fashion.” And this is what makes Tebow so memorable.
It’s an important point and one that Dave Dee made at SuperConference this past week.
If you tuned in to SuperConference via the web Saturday or were at the event itself, you heard Dave reveal the precise steps to take to dominate your market and transform your business.
You may have missed it when Dave revealed this secret during his presentation…
It came right at the beginning of Dave’s talk when discussing my number one recommendation for client retention – the print newsletter.
During his discussion of newsletters, Dave shared GKIC reader’s favorite part of the No B.S. newsletter. You love to read the stories and political rants I write at the beginning of the newsletter… about what “pisses me off.” (I believe those are the words Dave used.)
This “reader favorite” is what has allowed me to keep customers hanging around for years.
Here’s the thing. The information you provide your customers won’t keep them for life. But the clue I’ve given you here is what keeps people coming back again and again and gives your business longevity.
In fact, adding a consistent personality to your copy is my number one copywriting secret that most marketers will never know. It’s provided me with the privilege of keeping customers for decades.
But it’s not just in your copy where you will benefit from capitalizing on your personality.
If you want to make your products and services more memorable and add longevity to your business, you have to inject it into everything you do.
In Florida there is a deckhand on a ferry boat named BJ Hart. Hart is a real character. He jokes with passengers, salutes people, sings, dances and is in my mind a big reason why the ferry, which is in danger of going under, is still operating. People ride the ferry just to see this guy.
Now I’m not saying you have to be the underdog like Tebow or sing like Hart or go on a political rant like I do, but you do need to develop consistent interesting character.
Because if you’re going to go to the trouble of getting a customer, you want to keep them for life. And if you don’t inject personality into your business, then you’ll keep customers, clients and patients for maybe a couple of years. But if you want to keep them for life, you better figure out what Tim Tebow already knows—that to be memorable requires personality.
NOTE: Want more insider information on how to leverage marketing and sales to improve your business? Click here to claim your special free bonus of $633.91 worth of marketing materials.