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Differentiate and Dominate
Copyright 2005 John Jantsch
Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.
No, before any of those things will really have any impact on your business you've got to uncover and communicate a way in which your business in different from every other business that says they do what you do. You've got to get out of the commodity business. You've got to stake your claim on a simple idea or position in the mind of your prospective clients.
Here's what I mean. I have a client that provides custom computer programming. Essentially, they use programming languages to build custom applications for businesses. What they do is often hard to explain and
even harder to put a price on, making it difficult for a prospective client to compare different companies. As a way to differentiate their business, they have begun to offer something they call Perfect Coaching. Perfect Coaching is a unique blend of training and programming and, here's the key, no one else in their business is offering anything like it. Prospects like the sound of it and are asking to know more. It's too early to tell but I suspect this point of difference will open a lot of doors for them.
Ways to differentiate
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Let's look at a number of tried and true ways to claim a unique point of difference.
Product ' Can you offer a product that is so unique or even trendy that your business is associated with that offering' Or, can you extend a product and offer a valuable service to make the product more useful to the customer.
Service ' Same goes for a service. Many times this can be the packaging of a service as a product. Consulting is often delivered on an hourly basis. Packaging a consulting engagement based on an outcome, with defined deliverables and fixed package price is a very effective way to differentiate a service offering. Don't forget to give the service a powerful name!
ClickBank QuestionsPublishing Guidelines: Permission is granted to publish this article electronically or in print as long as the bylines at the end are ..... Market Niche ' Carve out an industry or two and become the most dominant player serving that industry. A really nice bonus to this approach is you can usually raise your prices dramatically when you specialize in this manner.
Offer ' Can you become known by an offer you make' I know an accountant that offer his tax preparation clients a 100% refund on their preparation fee when they refer four new clients. They are the 100% refund tax guys.
Solve a Problem ' Is there something that prospects in your market fear or seem to believe is universal for what you do' If so, focus on communicating how you have the answer. Painless dentistry for example. I know a remodeling contractor who found that what his clients appreciated the most was the way his crews cleaned up at the end of the day. He began to promote the fact that he owned more ShopVacs then any other remodeling contractor on the planet.
Message of Value ' Many times there are things that you do that don't get communicated. Extra that you provide or services you think should be included. Your positioning might just rest in more effectively communicating what you do. I know an office furniture dealer that has adopted the message ' We Make Your Business More Valuable ' to communicate all the things they bring to the party. Now, everything they do is focused on delivering on that statement. Everyone else in the industry sells furniture.
Unique habit ' I know a financial planner who has his client's car detailed right out in his parking lot when they come in for their ......
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