Do you know what your core difference is for your business? That thing that makes your business stand out from your competitors. If not, watch the video to learn how to figure it out and leverage it in your marketing messages.
One of the things I talk about a lot when it comes to marketing, is knowing what makes you different. Because let’s face it, most businesses say the same old things, like “we’ve been in business for 20 years” -or- “We provide quality products or services” -or- “We have the best customer service”. And I’m willing to bet, most of you watching have said at least one of these things in your marketing messages. But I want to reiterate to you that explaining your difference in your marketing messages, and making sure that difference is important to your customers, is going to guide them towards choosing your company over all your competitors who are all saying the same thing.
One of the ways to discover what’s different about your company is to ask yourself: “What can we do that our competitors can’t touch or duplicate?” Let me give you an example of how this has worked for a plumbing company.
The Benjamin Franklin Plumbing franchise has an On Time Guarantee. Their tagline is: “If there’s any delay, it’s you we pay.” Here’s how it works. If they’re not on time, they pay the customer $5 for every minute they’re late, up to $300. Now most plumbers wouldn’t dare make this offer because they’d be afraid of having to actually shell out big bucks! But Benjamin Franklin has figured out how to make it work with an iron clad system that almost never breaks down.
So what does your company do that your competitors can’t touch or duplicate? Is it a service you already offer? A guarantee they can’t match? Or do you need to create some kind of unique system or guarantee? If you’re not sure, then the place to start is with your customers. Call up a few of your ideal clients and ask them why they chose to do business with you and why they stay with you. Also ask them what you do that others don’t. Encourage them to be specific with their answers. You may just uncover something you thought was no big deal, but to your customers is a very big deal. And that just might be the thing that makes you stand out from all the rest.
So what makes YOUR company different? If you already know, please share your comments below the video. I’d love to hear your story!