When unique communication tactics hit paydirt

Unusual communication tactics can be big winners. Or trainwrecks. To avoid the latter, make sure a unique tactic adds something to the customer experience and is strategic to the company's (and/or your own personal) brand message. A Southwest flight attendant got it right.

A couple of posts from last Friday illustrate how unusual communication tactics require us to walk a tightrope. First, Seth Godin tells us that in everything we do, we make a choice to fit in our stand out. It's up to us. Standing out is tricky. The risks are high. If you do it wrong, you look like an idiot. But when you do it right ...

The rapping flight attendant at Southwest does it right (link from Tom Peters). He took a piece of boring, routine communication and made it his own. Now he's a YouTube sensation.

So why does standing out work so well in this case?

1. He's good. If you're going to be unique with a given communication, you better have your stuff together. It better be entertaining or enlightening -- or preferably both. He adds a lot of value by making drudgery fun.

2. He is unique in a way that perfectly complements the Southwest brand. How is Southwest positioned (beyond price)? As the fun and safe airline. You really can't be more on target than by putting a new and fun spin on safety information.

Value-added entertainment. Synced with the Southwest brand. The result is a big win for Southwest and this flight attendant's personal brand.