I spend about 280 days a year on the road, visiting all kinds of communities across North America. Over the past 25 years or so, we've helped nearly 1,000 (and counting!) communities. Along the way, we've learned a thing or two about what makes a community the destination of choice for both locals and visitors, and how you can apply these related ideas to make a difference in your community.

Quick Tip #1: This is the Age of Specialization
There are more than 65,000 communities in North America. Nearly every one was founded on either a natural resource or transportation. But as communities lose their core industries, they begin working to diversify their economies. Unfortunately, this is also the age of advertising and marketing overload. With so many communities saying the very same thing, those generic "something for everyone" messages fall on deaf ears. No wonder 97% of all community-based advertising is ineffective. That's right - 97%.
To win, you MUST narrow your focus - to be known for that one thing that sets you apart from everyone else - and that will make your advertising stand out, too.

Quick Tip #2: Jettison the Generic
"Explore," "Discover," "Experience," "The Four-Season Destination," and the most over-used of all destination marketing clichés, "A great place to live, work and play." These terms are so generic they are ineffective marketing messages. All of those phrases could apply to any community, anywhere, and none says anything specific about YOUR community. To win, you MUST jettison the generic and embrace what makes you truly unique. Oh, and by the way, avoid the word "unique" in your marketing efforts, a description so overused that it's come to mean "just like everyone else." Look at your marketing materials: Read the opening or welcoming paragraph. If you can take out the name of your community and put any other community in its place and it still rings true, then toss it - it's too generic.

Quick Tip #3: Market your primary lure
Your primary lure is that one thing that makes you worth a special trip - the factor that sets you apart from your competition. You may have a lot to offer visitors, but lists of attractions, shops and restaurants won't do anything to make your community stand apart. Promote your primary lure and other attractions will benefit. Memphis has far more than Graceland, but the attraction of Graceland puts Memphis on the map. What's your primary lure?

The most successful communities rely on their distinctive qualities to attract visitors, new business, investment and residents. Make sure your marketing messages are effective. Include the specific appeal that sets your community apart from the competition and tells your audience WHY they'll benefit by coming to you.
Here are a few examples:

• Las Vegas, NV - The adult playground. "What happens here, stays here."
• Round Rock, TX - The sports capital of Texas. "Game On!"
• Angels Camp, CA - The Mountain Sports Capital. "Redefining the Rush"
• Chautauqua County, NY - The World's Learning Center. "What would you like to learn today?"  
• Santa Barbara, CA - The American Riviera
• Leavenworth, WA - Washington's Bavarian Village
• York, PA - The Industrial Art & Design Capital. "Creativity Unleashed"
• Appleton, WI - Wisconsin's Shopping Destination
• St. Albert, AB - Alberta's Gardening City. "Cultivate Life"
• Jonesborough, TN - The World's Storytelling Capital

For more, follow Roger's travels on Twitter - www.twitter.com/Roger_Brooks