Obviously I don’t know you.
I don’t know what your hopes and dreams are for your business.
However, since you’re reading this, I imagine that figuring out a way to stand out from your competition, is a topic you’re giving some thought to.
But…you’re probably also skeptical about whether this is something that you can do. Will the business branding strategies you decide on really work?
Hardly any of us want to go around beating our chest and saying “Look at me. I’m great.”
But the flip side of the coin is that we would love to be well known, or to be considered a thought leader in our field.
So how do we do that?
I think it boils down to just a few things. Two I’ve shared with you in some earlier articles.
To reiterate. The first is to define a market. While you want the market to be as large as possible, it’s much better to focus on as small and tightly formed niche that makes economic sense.
That’s why defining the market as “small business” doesn’t work. It’s too spread out. I know that I don’t (and I’ll bet you don’t either) have the marketing firepower necessary to become well known to a market that broad.
However, becoming the go-to-guru, or leading thought leader for chiropractors, or retailers, or attorneys or some other “defined” niche is much easier.
Point to keep in mind…when you decide on your niche, make sure that it is one that you can reach easily. If they have an association, a newsletter a mailing list you can buy, that’s a good indication that it’s a niche you can reach easily. “Reachability” is real important.
The next element is the message. And as I mentioned before…you want to lead with the SPECIFIC PROBLEM that your prospects are facing.
Here’s the next element, and it’s probably the one that you’re emphasizing right now.
It’s your solution.
Most people start off with their solution, and that’s a mistake. Remember…in order to get people to slow down we first want talk about the problem
Then…we discuss the solution.
But as with everything, there are interesting ways to present your solution, and extremely boring ways to do so.
If you’re going to create a brand for what you do…if you are going to become a thought leader in your niche…you need to present your solution in a way so that people “get it”.
OK, so here’s a quick exercise to help you in doing that.
What are the 3/5/7 (number isn’t all that important) steps that you guide people through to help them achieve the results that they want? Write that out. Each one should be no longer than a sentence.
Now you’ve got something that you can communicate that’s short, concise and to-the-point.
And most importantly…people will “get” what your solution is.
Hope that helps.
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