A common challenge most business owners face is how to differentiate themselves from their competition. As many can attest, developing a marketing statement that conveys what is unique or different about your business has become increasingly difficult.
So what truly makes your business unique? Interestingly the one thing that you want to focus on has little to do with your actual product or service. It has nothing to do with your opinion about how great it is. What makes your business unique is the story you create about yourself and your business.
Somewhat ironically, smaller or owner-led companies have a unique advantage. It enables you to craft a story about why you founded the company, what your mission is and your business philosophy. This is the story that only you can tell. When you do so, you will be pleasantly surprised to find that clients are attracted to you because of your individuality.
So what goes into developing a good marketing story? The first step is to think about all the fears or concerns that prospective clients have about your services. As we all know, there are two levers that we continually pull-pain & gain. Pain gets attention, while gain offers hope. Both are crucial elements in the marketing story.
Thus, the story for a marketing agency might be to talk about how when you started out you relied on networking as your primary method for growing your business. However you eventually discovered that the time you could devote to networking when you did not have any clients, was no longer available to you once you successful landed some new business. You would go on to explain that since clients do not last forever you were continually in a feast or famine mode since you only had time to do marketing when business was slow.
Your story would conclude with your discovery of a marketing system that enabled you to identify new prospects and convert them into paying clients by using the internet and other automated systems. Much to your pleasant surprise the marketing system was not terribly complicated nor expensive to implement. As a result of doing this you now have consistent streams of new clients, and the feast and famine business cycles are but a distant memory. Your mission has become to share this method that worked so well for you with other business owners.
This becomes your signature story and differentiates you from your competition because it enables prospects to relate to you. For small business owners, developing this type of marketing story becomes one of the most effective ways to stand out from the competition.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube