The market needs a way to compare and differ and if you don’t give them one they’ll default to price comparison.
Different is doing something like no other. Different is creating your own category. Different is exceeding people’s low expectations. Different is marketing in a way that makes people take notice.
Most of the time business owners seem to be in the sea of sameness and this is what leads to low profits and that sinking feeling that somehow your business is stuck.
Now, if I’ve got your attention let me add this. If you want to succeed in business you have one job — find a way to demonstrate, highlight, communicate, and propose that you are different in a way that your ideal client values.
Okay, enough talking let me show you the step-by-step approach to discover your point of difference that ideal clients value and what sets your business apart from every other business that says they provide what you provide, offer what you offer, make what you make or do what you do.
The first step in this process of discovering your point of difference is to identify your ideal client. I wrote about Finding Your Ideal Clients here on Instagram. Within every target market is a segment of people who you are best suited to serve, who value what you do and are very profitable for your business. This group of buyers represent your ideal client.
Create a spreadsheet of your existing clients with a focus on segmenting your client base between normal accounts and your most successful (ideal) accounts. Your most successful or ideal accounts should have the following two key behaviors: they are profitable and also talk about your business to others.
Next interview 5 to 10 of these ideal clients, either in person or over the phone, to discover what they like about your product or service or experience. You need to dig in and find that way of doing things that your ideal clients truly value, what’s going on your industry that frustrates them or how to turn the way your industry have always done it into an opportunity for innovation.
The greatest source for your different strategy is your ideal clients.
I know you know what sets you apart from the crowd, but your customers know what sets you apart in the ways that are important and valuable to them.
Take Note: you’re not looking for quantitative data here, you’re looking stories that offer insight into what really makes your business different. From experience, you will need to use follow-up statements such as — “Awesome, we provide high quality service, what do you mean?.”
Testimonials and reviews are another place to go look for insight into your point of difference. If you’re getting any kind of third party proof, you’re going to find that people will reveal the details of the experience they had and what they value.
Here’s a great example from a client of ours. Note the highlights in each review state about the same thing. Their ideal clients give us a direction for their point of difference.
From your differentiation interviews and research you should have some insights and stories to work with. Don’t underestimate the power of simple things. Most likely your clients value the little things you do.
Do not dismiss these little things as unimportant and worthless for communicating your point of difference.
I once worked with a repair contractor that felt their fast response time was the key and while their clients acknowledged this they admitted that it was their fast repair time that they saw the real value and difference in. Fast response doesn’t keep the manufacturing plant up and working, fast repairs do.
If you’re a small service based business that needs help with finding a core difference or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.