I admit it. I’m addicted to American Idol.

When it first came out I really wasn’t interested. Then one season I caught part of an episode. The next season I saw maybe two.

Then about 4 seasons ago I watched half the episodes. After that I was full-on hooked (and I’m not even a big TV watcher). Of course, me and millions of other Americans all feel the same way.

I think it’s because there’s a little part in all of us that wants to be “discovered” for our true talent and swept away to superstardom.

Plus, this is real “reality tv”. They sing live. And the contestants’ lives can be radically changed forever by what happens on the show.

It’s also fascinating watching the show grow and change. Last year was the first year the record-breaking show saw viewer numbers drop. This year, they’ve made some interesting changes that I think could easily bring back millions of viewers.

First, they got rid of the high-profile guest artists. Smart move.

I think too many of us saw that as a sleazy ploy to generate sales for other artists in Clive Davis’ stable. It didn’t really fit with their mission. It took time and attention away from the contestants. And people didn’t start watching American Idol to see big names perform.

They’re also doing more interviews with contestant again. Also smart. This lets viewers get to know them better and like them more. Another way to, “Make a connection with the audience”, as Paula Abdul has been saying.

If you haven’t watched, this season the talent is amazing. Most of the contestants are finally figuring out what it means to “put your own stamp” on a song. And they’re letting their styles and personalities shine through.

Given that at least half, if not more, of what counts is a combination of likeability, charisma and uniqueness, these are all good things (both for the show and the contestants).

So what does this have to do with marketing your small business?

Simply this…

Just like the contestants on American Idol, a huge factor in making sales and keeping clients is your own likeability, charisma and uniqueness.

Yet most entrepreneurs marketing materials—from their Website to their sales letters, bios, brochures and even elevator speeches—radiate about as much likeability, charisma and uniqueness as the average software manual.

And most everyone’s marketing material sounds the same. As Simon Cowell is fond of saying when the contestants don’t take risks and make their songs uniquely different, “it’s forgettable”.

And it certainly doesn’t make a connection.

If you want to make a connection…And you want your marketing, and your business, to be remembered…You have to do something memorable.

I have a practical, down to earth way of breaking things down and a pretty sarcastic sense of humor. I let both show in my writing and speaking. And that makes me stand out from the crowd.

People either love it or hate it. Fine. That’s way better than them not caring. Or not noticing.

And those who love it want more. So they stick around and become part of my little community of like-minded entrepreneurs. That’s good for everyone.

What are you doing to make a connection and stand out from the crowd?

I’d love to know!

Please do leave a comment…

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