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What Makes Your Business Different?

by Lynne Saarte

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particular characteristic that differentiates you from everybody else

You can actually sell a variety of things or offer a wide range of services even if marketing gurus tell you to focus your attention to a much narrower target market. The key is to have a marketing message that speaks of your individuality; a specialty that can stand out from the crowd. If you have a focused message, you are more than likely to have an effective marketing strategy that will work every time.

So how do you go about growing your business from zero to a billion dollar company in just a few years? The answer is in your message - a focused message, that is. As I have said earlier, you can sell a wide variety of stuff or offer a wider range of services, but you got to have a message that differentiates you from the rest of your competition. It is like looking for a needle in a haystack: if you have a black needle, you will always find it even if there is plenty of hay lying around.

So focus on a particular characteristic that differentiates you from everybody else. If it is unique service you provide, then have it in the center; the core to your brand. Make everything come from that very unique proposition that you can offer to your target audience in your poster printing or print posters for example.

Is it free shipping to Timbuktu? Or 365-days guarantee returns? Whatever your proposition, the bottom line is to have it visible in your marketing campaigns, be it your website, poster printing or even your hang tags. Prevent yourself from becoming just a plain commodity to your target audience. Try to discover a difference and be sure to live by your word. Don't just promise anything just so you can get your target audience to buy one of your products. Be sure to grow your number of customers by having them believe in your unique promises.

So what differentiates you from the rest? If you still do not know it by now, ask your clients. Ask them what you actually sell. If they answer that you sell shoes, then you will surely have fewer customers that will actually buy your products. This is too broad; too general. What you would want them to say is that you accept returns even if it is more than a year. Or they can say that you got them a reservation from a posh hotel when they were in a strange town.

This is what differentiates you. If your customers can choose and be able to provide you with one aspect in your business that makes you outstanding, then you have yourself a marketing campaign that will help you grow your business for a very long time.

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What Makes Your Business Different?

by Lynne Saarte

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