Savvy marketers know their customers don’t give a damn about their company. Customers are only interested in one thing – themselves. As soon as you get your head around that, and start disruptive marketing, you won’t be able to stop selling.

Disruptive marketing

Disruptive marketing is the new black.

Realising that your customers aren’t interested in you is a harsh lesson. But it’s a significant one if you want your marketing to hit the right note. Everything you write (or say in your videos) must resonate with your audience.

Put another way, if you insist on telling your audience about the number of years of experience you have, that you’re a ‘market leader’, or use some made-up ‘technology’, they will not listen.

But if you show them you’re going to make their life easier, save them money or make their business more profitable, they will sit up and take notice.

What’s your disruptive marketing focus?

When sat in your boardroom, how do you decide on your comms strategy?

Do you guess what your customers want to know, or do you take a stab in the dark?

You see, the chances of your customers wanting to hear what you want to tell them is remote.

The best place to start is the beginning.

Why do you do what you do?

You started your business to satisfy a need. As you grow, it’s easy to lose sight of that. You get bogged down in your world of commerce and forget what drove you in the first place.

It is that need that you must focus on.

If you need some help remembering, take a look at Simon Sinek’s TED talk to help you pinpoint your product or service’s main benefit from your customers’ perspective.

Find your hook

Your hook is the thing that makes your customers buy from you.

It’s unique to you, just like your voice and approach should be. Forget about mimicking other companies in your industry – that’s boring. You must stand out and make your mark by being different.

Go against the crowd. Be brave and take on a fresh approach because it will get you noticed. Despite what you might think, your audience doesn’t expect to find the same terminology and approach as everyone else in your field.

They are looking for something different to make them sit up and notice.

Generating the same old same old isn’t going to cut it. If you want your business to stand out, developing your style is essential.

Disruptive marketing should be authentic

There are millions of websites out there, all competing for customers. If you look and sound like all the rest, you’ll get passed by.

Only those brave enough to be true to themselves and stand out will survive, so make sure you work with people who are individuals themselves and that have the skills to highlight what makes you, you.

Don’t be afraid to be different because that will get you noticed.


Sally Ormond, the authentic and not-afraid-to-be-different copywriter.