How bold? Well, not impulsive bold. John McCain’s vice presidential running mate nomination was bold. And impulsive. While it may turn out to be a great move,  impulsive bold moves have a 50/50 chance and usually have a sink or swim result.

A planned bold branding campaign is something that you can own.

Take the naked plumber in Florida. He’s booked weeks in advance. And he does plumbing in the nude. He simply likes working nude. It’s also something that makes him stand out and get noticed. Obviously. Now, you might not want to be THIS bold.

It’s typically a position that no one can steal simply because it’s too obvious to do so. Perhaps you’ve been swimming against the current with your marketing position. So don’t. Admit a weakness, turn it into a positive.

What do I mean?

Let’s say you are a notoriously sloppy decorative painter but you try to keep this nugget of information under wraps. For years in going through the creative process, you just get really messy, spill paint on you, your ladder and everything.

The point is, nothing is EVER uncovered. You have a meticulous assistant who tapes every inch of the room so not a drop of paint seeps through to carpeting. Other structures are moved out of your precious way in preparation for one of your creative frenzies.

Why not take this and make it your selling persona? By telling everyone about this sloppiness in a fit of creativity, you might just become more desirable as a painter. Don’t people want the person creating wall art to be a little quirky, a little off center, messy and wildly creative? So that’s what you sell. You are so into the work, you can’t be bothered with worrying about what others consider typical work habits. If they want super neat, suggest that your customers call some standard-issue stenciler instead of a wall mural creator like yourself. Do you see what I’m getting at?

It’s basically turning a negative into a positive

The difference is, you’re not just doing this for a copy point. You’re hinging your unique selling position on it and defining you and your business.  People notice it when you admit a human flaw. Then you turn that around and tell them why it’s a good thing when it comes to what you do. Customers don’t have to be married to you, they just want the coolest wall painting in the neighborhood. So why would they care if you are messy if you are around only a week

The time is right. When money is tight, you’ve got to be the one people notice. And a bold move is just the ticket to make that happen. There is nothing like a bold move that gets you press. And guess what? That builds serious website traffic.