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Start A Movement! -- An Entrepreneurs Guide To Getting Noticed In A Noisy Marketplace

Want  a short cut to entrepreneurial stardom?mistake of cashing in your chips too soon.
Your followers will be more valuable to you
Start  a  movement!down the line if you dont try to sell to them
yet. Just focus on building the following,
People love a cause. They love to jump onbuilding momentum, building the fan base. If
board. Flower Power in the 60s. (Bet someoneyou continue to build it, eventually people
made a killing on flowers) Womens lib in thewill beg you to sell to them because theyll
70s. Nancy Reagans Just Say No anti-drugwant  some  of  what  youve  got.
campaign in the 80s. Hillarys It Takes a
Village.  The  low  carb  thing.Im not just talkin the Pepsi Generation here.
A movement goes a step further. If you give
If you start the movement, you can be at thepeople a place to belong, a place to feel
forefront of that movement. Not a bad placelike they matter, like theyre making a
for  a  star.difference, youll build your platform.
Eventually theyll not only ask to buy stuff
Its scary how powerful this technique is.from you, theyll actually volunteer to help
Sadly, its used as often for evil as it isyou  distribute  it  to  others.
for good. But if you can harness this power,
youll  be  amazed  at  the  results.So how do you apply this to your business?
Heres a perfect example. I remember, when I
If youd come up with a natural lawn carewas a kid, getting a little red I Am Loved
product years ago, you could have been at thebutton at the Peoples Jewellers store in the
forefront of an anti-pesticide movement.local shopping center. Funny how all these
Activist, Anita Roddick, used this strategyyears later, I still remember not only what
to build The Body Shop to where it is today,the little red button looked like, but also
committing to social and environmentalthe store where I got it. I thought it was a
change. What a Dame. (No really. She is.) ItPeoples Jewellers promotion, but, on
doesnt even have to be your idea. You justresearching it, I found out that it was a
have  to  be  the  one  to  take  it  public.movement that started about 40 years ago in
Kansas City. Barnett Helzberg Jr., of
Over a decade ago, a Canadian provincialHelzberg Diamonds, had just had his marriage
party swept into power by announcing theproposal accepted. The guy was ecstatic. He
Common Sense Revolution. Didnt like the guywas loved and wanted the world to know it. So
or the party, but the marketing rocked.he produced these little red buttons with the
Totally  worked.words, I Am Loved, printed in white. The idea
spread like wildfire, buttons were given to
I know what youre thinking. Tsufit, I dontpresidents, celebrities and soldiers in
want to be a politician. I just want toVietnam. 44 million buttons later, you can
promote my business. Starting a movementstill order yourself a button in any of 9
doesnt have to be big or political. Its notlanguages. The buttons were, and still are,
the subject of the movement that makes itfree, but they did put Helzberg Diamonds on
work, but rather the passion and energythe  map.
behind  it.
Doesnt always work. Dont think Special K
So  How  Do  You  Start  a  Movement?broke any sales records with their Do I Look
Fat? commercialsremember the ones with the
Dont be standing on a street corner with amen asking the dumb questions women always
clip board or petition. Thats for bitask?
players. Write a manifesto. Have a credo, a
mantra. The more outrageous it is, the moreBut Doves making out OK. Check out Doves new
chance itll work. The more youll stand outPro-Age, a clever reaction to womens
from the crowd. Were not talking corporateanti-aging products. How bout their Campaign
mission  statement  here.for Real Beauty? A lot of women are jumping
on the bandwagon. Dove is selling self-esteem
Get some publicity for your movement. Theby featuring women in their underwear
more provocative you are, the moreaccepting their non Barbie doll bodies. Kinda
controversial,  the  more free ink youll get.almost makes you forget that Unilever also
sells  Slim Fast with young women in bikinis.
And have stuff. Your stuff will become a
symbol of the ideals behind that movement.Worth a try. Build a platform. Create a
(Reminds me of the sandal in Monty Pythonsmovement. Be a rebel with a cause. And Ill
Life of Brian) Your symbol can become asee you in the spotlight!
potential source of income. But dont make the



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