Capturing the attention of your target audience is the “Holy Grail” of marketing. For decades eager marketers have produced goofy jingles, shocking images, and unique perspectives to make us stop, look, and listen.

Every once in awhile a marketing campaign works perfectly. It’s rare, but it can happen. Recently, I found myself spending almost an hour glued to a marketing campaign. In fact, my three kids were huddled around with me staring at the monitor. We were a hypnotically captured audience. (Pathetic!)

Within 15 minutes my kids were pushing me to buy a thousand dollar blender. A thousand dollar blender? That’s ridiculous to consider. I mean, what, am I going to start the next great smoothie shop? I don’t think so. But I was still very tempted to purchase something I had no real need for and at a price that’s about 15 times the price of a similar product I could find at Target or Walmart.

I’d like you to take a look at the best online marketing website I have ever seen. And I’ve analyzed thousands of them.

When you’re finished checking this out…and after you purchase your first thousand dollar blender; I’d like you to give me your opinion about why this site works so well. What stands out for you? Why does this site hit the Holy Grail of marketing? I’ll look forward to your comments…

Here’s the site…hide your credit card: www.willitblend.com

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Sometime after 8pm or so, there are a bunch of rickshaws for hire in downtown Austin. You know, a rickshaw, a two-wheeled cart which seats a couple people. You see them all over New York and Asia. In Austin, it’s a perfect way to get from one music venue to another that’s a mile or so down the road.

All of the rickshaw operators ride bikes and pull their passengers from place to place. It’s become a very competitive little business out here.

Recently I met a rickshaw operator that found a way to differentiate himself from the sea of competitors.

He found a way to be different, grab attention, earn loyalty and beat the competition. In fact, I was so impressed that I added him to my contacts in my iPhone—he’s there as “Energizer Phil.”

Energizer Phil wears these funky bunny ears and is the only guy in Austin who literally “runs” his rickshaw business the old fashioned way—the way it all started in Asia—by running his passengers from place to place. He’s got a ton of energy. Forget the bike, this guy truly earns his cash!

(And the funny thing was, he would run right past the guys cruising along on the bikes!)

His outfit, his hustle, and his uniqueness captures the attention of almost everyone on the street as he runs passengers up and down Sixth Street.

When I got out of a concert, I called him back up so he could take me to my car. And I tipped him really well. I doubt any of those regular bike rickshaws get that kind of repeat business and generous tips.

It doesn’t matter how common or competitive your business environment is. If you’re willing to be creative, unique, and go out on a ledge; there’s always an interesting way to out-do your competition.

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