I'm a huge fan of the hit TV show Boston Legal. Every episode of this show that I’ve seen, I love. This is in no small way due to the irreverent charm of the Denny Crane character, played by the great William Shatner.
Denny's a quirky fellow who is the first name partner at the law firm Crane, Poole and Schmidt. A combination of “mad cow,” brilliance, and guts gives him the ability to boldly say and do what no other lawyers would dare.
In my quest to help businesses get more exposure online, I've discovered that it's easy to get lost in the sea of activity taking place online, even if you do everything right. This often led me to ask, how can I be more of an attention-grabber? How can I be more like Denny in my online adventures?
For both fun and education, here are six things any of us can do.
1. State your site's name/slogan/tag-line/whatever repeatedly, out loud, or in print as needed.
Denny's always repeating his name as his tagline, which is brilliant. "Denny Crane," he says, to punctuate a statement, with the same flair James Bond had in all his incarnations. Why should you state what you do/who you are/your site name/your slogan/company name as much as you can without sounding nuts?
Because repetition works.
Repetition works.
Repetition, works.
Repetition - hey, how'd you know what I was going to say?
Because it works. :)
2. "We have to create our own reality."
In "Season 2, Episode 17," Denny starts out the episode depressed because his woman has left him for cheating with another woman in the coat room.
On his wedding day.
Later, he sees a case about a guy who is being sued by the robber who tried to break into the man's house, because the thief got electrocuted when he breached the security system. Knowing that the prosecution would likely paint this man as a vigilante, that's when Denny said they'd have to create a reality wherein their guy was a hero. (And one of his instructions to his underlings was to start a blog. Hint. Hint.)
Was Denny's team lying? No! They just exposed the truth as they perceived it, and marketed it to the public. There's going to be a public perception of you, your Web site, your company. The only question? Whether you are in control of it or not. One method: Control it indirectly by striving to be the best of your kind.
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