Syndication.

It’s the stock and amateur of the television industry.  The shows keep running and running on various other networks, long after the original has “closed.”

I caught one of my favorite episodes of Seinfeld in syndication last night, and not only did I laugh so hard I had club soda coming through my nose (I’ve given up Coke!), I also got a great reminder of how to come up with a great marketing idea in the 21st Century.

Maybe you’ve seen the episode.  It’s the one where George Costanza (played by Broadway baby and the director of a show I’ve got coming up, Mr. Jason Alexander) realizes that all of his gut instincts are . . . well, wrong . . . and they just keep getting him into trouble.

So, in an effort to change his destiny, he decides to do the opposite of what his brain tells him to do first.

And, wouldn’t you know it, but money, respect, women, and so much more, fall into his lap the moment he rejects his first instinct and goes with the opposite.

The “opposite” exercise is something I do for marketing all the time.  See, first instincts are usually “easy” instincts.  They are at the top of your mind, which generally means they are the road more traveled, and they are what everyone, including your competitors, will do.

When faced with a decision about marketing, or when trying to come up with a unique marketing idea for my shows, I ask myself, “What would my competitors do?” And then I do the opposite.

You can choose to jump on the bandwagon of the common, easy choice . . . and hey, if you’ve got enough marketing dollars or some super-sized brand . . . that might just work.

But if you’re looking to stand out, then Do The Costanza.