If Everyone Else Zigs, You Should Zag

A few years ago when fast food restaurants were updating their menus with light, healthy fare like salads and turkey sandwiches, Hardee's Restaurant went in the opposite direction. It introduced the Monster Thickburger, an enormous sandwich with two beef patties, bacon, cheese and mayonnaise on a buttered bun. It costed $5.50 and weighed in at a gut-busting 1,420 calories. The press release boasted it was a "monument to decadence." Nice! And you know what? It was a huge success that helped turn around the restaurant chain.

There is something to be said for taking a contrarian position. It is the fastest and most direct way to stand out from the crowd. The natural inclination of most people is to do what other's do in the pursuit of success. Follow the beaten path. But the contrarian looks at where the crowd is going and says, "Let's go the other way." It takes courage to do that; it is risky. Others may look at you, shake their heads and wonder. That's strange. That is, until you succeed and then they will be envious. Why didn't I think of that?

The path of the contrarian is wide open to anyone. It just takes a little creativity and a lot of guts. Since success in marketing is largely about standing out from the crowd, the contrarian has a distinct advantage here.

So if everyone else zigs, why not zag?

Marketing and the Herd Instinct

I often spot mule deer when running or hiking in the Boise foothills. Once I watched a herd of eight or ten deer bound quickly across a field and up a hillside. They leaped over a barbed wire fence without breaking stride. When they turned a corner, the animals moved in tight formation, as if each knew the exact path the group was taking. It was exciting to watch the herd in action.

People also have something of a herd instinct. We prefer to be part of a group and move with it because it feels safe and natural. Moving in directions apart from the group feels risky or dangerous, and we hesitate.

This instinct explains a lot about buying decisions. For instance, given the choice between eating at a restaurant bustling with customers and a mostly empty cafe, which would you choose? Most would pick the busy restaurant, if for no other reason than everyone else is there. There must be a reason, right? Many people prefer popular brands from leading companies because, well, they're safe choices. Recommendations from friends and family carry weight (i.e. "You have to see this movie!") because they come from someone in our group.

Smart marketing recognizes this instinct and gives people reasons to go along with the group - and purchase their product! I heard of a start-up ad agency that wanted to impress a potential client, so they hired a temporary assisant to walk back and forth outside the meeting room, sending faxes, making calls and generally looking very busy. The message it sent: Other people use this agency, so maybe you should too.

I am not suggesting you be so tricky! But here are some marketing techniques that flow with the herd:

• Testimonials and customer case studies - Shows that other people bought your product, liked and benefitted from it
• Encourage customer referrals - Friends recommending to friends is very influential
• Awards and accolades - Demonstrates that other people recognize the greatness of your product
• Press coverage - Press has an air of independence and credibility, like the voice of the mainstream