The Sanjaya Marketing Lesson for Everyone

• Whether you liked him or not, Sanjaya made an impact on this season’s “American Idol.” Though not a great singer, he had a powerful personality and charisma that engaged and wowed his audience.
• What did Sanjaya have that “differentiated” him from the other (and even better) singers? Whether it was the hair, the smile, the charisma, it was something, and the American audience gravitated to it in a big way. Even as an average singer, he was still the big fan favorite. Why? Because people recognized a difference and grabbed onto it.
• Here’s the marketing lesson — people will clutch onto something when you give them an opportunity to do so. If you don’t give them an opportunity, you become just another place of business to them. So, what’s your story? What’s your point of differentiation? What do you have that people can clutch onto and remember you by?

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