Make Some Noise With Your Marketing The SCREAM PIGS theory is all you need to make sure your marketing message gets heard.

Marketing noise-it's everywhere, and it's loud!It's the telemarketing reps calling us with a free trial andthe pushy salesperson crowding us in the retail store. It's theTV stations that fill our favorite shows with fast-talking imagesand product pitches. It's the radio jingles we sing along to aswe're told about the limited-time offers that will solve allour problems.

The noise is getting worse online. I got close to 120 e-mailstoday, and more than half of them were urging me to buy something Iwasn't looking for, or don't need or want.

Whether it's online or in the traditional media, in theworkplace or even at home, the noise is there for only one reason:Everyone wants to grab our attention.

The problem today is that grabbing that attention becomes morecomplicated as the markets become overcrowded. Every seller looksthe same. Buyers are confused by too many similar choices from toomany similar vendors.

With all the marketing noise, we've learned not to listen.For many of us, buying decisions are influenced not by advertising,but by referrals and word-of-mouth. And word-of-mouth referralsdon't come from big advertising budgets-they come fromunderstanding how to get the attention of the customer you want tohelp.

So how do you earn the right to grab the attention of yourprospects and customers with small budgets and limited time?Simple: SCREAM PIGS. Let me explain.

S is for smile. You have a unique advantage over largercompetitors: You can afford to build relationships with yourcustomers. Put a smile on your face when you make your next salescall. When you are on the phone with a new prospect or servicing anexisting client, smile. Like a breath of fresh air, a smileimmediately grabs the attention of those around you. Smilingisn't confined to personal relationships. Does your companysmile? Does your Web site portray a positive attitude? Tryit-it's contagious!

C is for compliment. Everyone likes to hear aboutthemselves and be recognized for what they do. Giving sincerecompliments is an easy way to break through the noise and grab yourcustomers' attention. Find out what is so great about the otherperson or companies that you sell to. Do some homework online or onthe phone before you try to engage your prospect. If you have beenreferred to them by someone else, let them know and tell them whythey were referred.

R is for referral. Have you ever been given a referralfrom someone you've just met? Did you pay attention to theperson who was giving you the referral? Think of your personal andprofessional network. Who can you refer?

E is for exhibit. Show off what it is that you do. Do itwell, and you'll attract the attention of those who are alreadyinterested.

A is for analogy. Use stories to quickly grab yourprospects' attention. When you tell someone a story or use ananalogy to describe what it is that you do, it causes your customerto put themselves in someone else's shoes.

M is for...we'll get to that later.

P is for poll. Use simple polls or questionnaires toengage your clients. A poll can be used to ask questions aboutexisting services or to find out what future requirements might be.Think of ways you can use questionnaires and polls online andoffline to grab attention.

I is for information. Just providing valuable informationis a great way to grab someone's attention. Write, speak andpublish in your area of expertise, and you'll find thatyou'll attract the attention of the customers you need.

G is for gifts. Giving a free gift that a prospectiveclient finds valuable grabs the attention of qualified customers.Many Web sites use this technique already, don't they? A freee-book, product sample or trial will help you qualify potentialcustomers.

S is for service. Experiencing great service is somethingwe never forget. As a salesperson, we often wait until the end ofthe sales process before we take the time to provide great service.Instead, make a habit of providing outstanding service before,during and after any opportunity to sell, and you'll be sure tograb the attention of your customers.

Every business is unique. It has its own personality, its ownunique style and charisma. Expanding your existing client base andbuilding new relationships starts with grabbing and keeping yourcustomers' attention. Change your tune and SCREAM PIGS.

Oh, and as for M, it stands for mystery. Do I haveyour attention now?

James Maduk is one of North America's leading salesspeakers. He is the creator and publisher of more than 80 onlinesales training courses, and he broadcasts daily on VirtualSellingRadio. You can reach James at (613) 825-0651 or visit his Web siteat www.jamesmaduk.com.