Breaking the Mold and Kicking Some Ass
How being crazily unconventional can let you resonate with a niche audience
This is part of my “Art of Noticing” series, in which I learn, find, or discover the things around me that usually go unnoticed and turn them into an endless source of creative inspiration.
Today, I drove past the only “lawyer” billboard in town that I actually like, for an unconventional lawyer. It got me thinking about how bold choices in branding can polarize in the same ways that art should polarize.
Lawyers are a cliche. With apologies to the lawyers in my readership (uh-huh. Right), you must know that everyone thinks of you as uptight dickwads. Right?
That’s why I love the branding of Austin attorney David Komie, who uses the slug line “The Attorney that Rocks.” It might all be an act, but I don’t remotely care. What lawyer dares to show up this way on his billboards instead of the usual, uptight-dick way that the likes of Thomas J. Henry do it?
Look at that guy. On a billboard with dreds? It’s cool as hell, and exactly what makes him appealing to clients who are disillusioned by the traditional legal process. Because think about it: You’re some average working-class person, and you need a lawyer. Are you excited about meeting them, or do you dread it because lawyers are nothing like you and you can’t possibly relate?
Daring to be different — and advertising it, like Komie — is just as powerful, and arguably necessary in at least some small way for any creator. Whether it's a graffiti artist gaining mainstream acceptance or an indie author gaining a cult following, bucking the trend can have its own set of rewards … and even that doesn’t step into the weird stuff that your actual art should be doing.
For us, it’s crucial to keep in mind that standing out is good. It might just be your ticket to reaching an audience that's been yearning for someone just like you.
Here's how this "noticing" can benefit my stories and art:
Proudly Proclaiming Your Unique Voice
One of the biggest struggles for any artist or writer is finding their unique voice. So here’s a thought: JUST BE YOURSELF, DAMMIT. Boiled down, there’s no more to it than that.
Like I said, who knows: Komie might be just like the other lawyers, putting on a show. But who cares? The lesson stands. Embracing your uniqueness even if it deviates from the norm, then see what happens.
Being unique — especially if it’s authentic (and it should be) — will resonate with an audience that appreciates authenticity. It's the people who "get you" who will become your most dedicated fans.
Unconventional Marketing
Just as David Komie uses his unique and not-at-all-lawyerly appearance as a way of branding himself, so can artists and writers. If you're an artist, maybe you showcase your art in unusual venues rather than traditional galleries. Or just be weird. Being weird is good, if you advertise it right.
Your marketing can even become a wing of your art: another way you can express your creativity and reach your audience.
Challenge the Status Quo
By being unconventional, you're challenging preconceived notions about what is "right" or "acceptable" in your field. Not only does this set you apart, but it also opens up the field for others who want to break away from the norm.
It can be incredibly empowering both for you and for those who follow in your footsteps. Be a trailblazer. Everyone will say you were the first, and that you gave them the strength to be themselves, too.
It’s a really cool thing. Daring to be different is not just an act of rebellion; it’s a strategic choice that can help you resonate with an audience that values your unique perspective.
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