Are You a Blue Lobster?

A few years back, I was a chaperone on my son’s field trip to the Seacoast Science Center – we carefully walked over slippery rocks to get to the tidal pools (thankfully, no one fell in!) and see crabs and other creatures; explored the shoreline; played on the playground and learned about whales and other animals inside the Science Center itself. One animal we saw was a blue lobster, which I’d never heard of before.

The Big Blue Lobster

According to Wikipedia, an estimated one in 2 million lobsters are blue, and the blue color is caused by a genetic mutation. The blue lobster was adorable, albeit with a bit of a resemblance to Megatron from “Transformers”, but it made me curious because I’d never heard of a blue lobster. This lobster was unique and cool and interesting, but it was previously unknown to me. That made me wonder – how many products are out there that could be cool and useful to someone, but they’re never going to hear about them?

Are You a Blue Lobster?

It’s all about branding and getting your product out there – otherwise, you’ll be like the blue lobster: Very cool and unique but unknown. How’s that going to help you with sales? It won’t. You need to get information about your company and your unique product out to the masses so you’ll be known. How can you do that?

Spread the Word

Through content creation, you gather information about your product and create the white papers and other assets that will best market your unique product (your own personal blue lobster). If you already have content, but just don’t have the audience – it's time to look into email marketing, PPC ads, and using social media, like writing articles like this one.

Be Known

Get the word out about your unique product – through content creation, social media and lead generation. The leads will come in – and you won’t be the unknown blue lobster anymore.

* Originally published on Create Your Next Customer.