Create Your Own Alter-Ego Super Hero to Promote Your Business

Fresh small business marketing ideas are tough to come by.

Here’s a new one you should think about: Craftsman Tools and DC Entertainment partnered to publish a custom comic book to promote a new power tool system. It’s called “Craftsman Bolt-On System Saves the Justice League.” It tells the story of how a handyman saved the day by stopping the evil villain, The Key, from stealing records from the Justice League headquarters (read the comic here).

That got me thinking.

Super heroes have super powers. They’re protectors. They’re idolized. They’re depended upon.

To many of the people you serve, you’re a super hero.

Why not have some fun and promote your small business at the same time?

Create your own alter-ego super hero

Partner with a local writer or cartoonist to create a short story or comic about your business and products. If you can’t find a local writer, find one on

Base the plot on real-life situations that you’ve experienced. Tell the story of how you helped someone solve a tough problem and saved the day in your community. Demonstrate the value of working with you.

Be sure to have fun with it. Make it a mystery or a thriller or a love story. No boring stuff allowed.

But here’s the key: Be honest. Don’t exaggerate the power of what you do.

Save the work as a PDF and make it available for online download. You should also print a few hard copies. Then promote the story with a press release. Have a “meet the author” party.

The story will get people talking about your business. It will be passed around town.

Get creative. Tell true stories that showcase the problems you’ve solved. Show that you’ve got a sense of humor.

You can bet that your competitors aren’t super heroes.

The Billionaire College Dropout Infographic

From Southern New Hampshire University (July, 2012):

“The landscape of education in popular culture is changing. With controversial programs being introduced to encourage people to forego education and follow their dreams, the question of whether or not a college degree is necessary for success has never been more prevalent. But for every Mark Zuckerberg billionaire college dropout in the world shooting for the stars, there is always an able bodied and educated team there to make sure he lands back on earth when it’s time to actually run a business. Here then is an infographic round up of some of the top entrepreneurs in the tech world, and the educated lieutenants that help them stay there.”

The Billionaire College Dropout Infographic | SNHU.EDU
Presented By SNHU.EDU Online College

What You Can Learn From a Lands’ End Rapid-Fire Bulleted List

I’m a scanner. I speed read to get to the bottom line. If you want to persuade me, just highlight the essentials – short and sweet.

That’s why I like bulleted lists. You simply tell me what you do and why it’s important to me. In other words, you itemize the features and the benefits, then move on.

Lands’ End did exactly that in a recent catalog. The ad made it easy for me.

Features Are Important. Benefits Are Essential.

“Here’s why we’re still King of the Oxfords,” it headlined, followed by a “rapid-fire” 4-bullet list (a feature, then the benefit within each bullet):

  • British split back mitered yoke: the fabric is cut on the bias so it has more natural give, and you get more comfort of movement.
  • Seven-button front: prevents unsightly gapping. Our buttons are tough as bowling balls (made of the same resin).

And so on.

Small business advertisers should follow the same principles. Most of the time, you give me features. I want to know the benefits, too.

Tell Me Why You’re the “King” or “Queen” of Your Market

So you’re a landscape contractor who builds brick walkways. So what? So do many other landscapers. Tell me why you’re “King of the Brick Walkways.” Give me a quick description that triggers my imagination. Help me envision my beautiful new walkway by listing benefits and features.

Whatever your business, tell me why you’re the “King” or “Queen” of your market. Explain what you do and why the way you do it will improve my life.

And, please, use a bulleted list.