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Be Different
By John Joyce, President
Red, Incorporated
Strategic Marketing and Design
We are bombarded daily – no, minute-by-minute – with messages. “Buy my product – it’s better!” “Buy my service – it’s cheaper!” “Do business with me – I’m faster!”
One of the keys to surviving in today’s message-a-minute world is simply to be different. It sounds simple, but many businesses, unfortunately, do things the old fashioned way – they copy what someone else has already done. That’s the easy way out.
Here’s a small self-test. Once again, devote some serious quiet time to yourself where you won’t be interrupted. This will only take a few minutes. You can do it on your computer or get a legal pad and write it down. Just be comfortable and relaxed.
Write down the things that you think sets yourself apart from your competition. You know what they are. All you really need are a half-dozen or so. Make sure you number them, and be concise, yet thorough. Don’t put a heading at the top of the page.
When you’re finished, and think you’ve got them down just right, turn the paper upside down (or minimize the document on your computer) and go find some of your competitor’s ads, promotional materials, etc. If they have a web site, that’s an excellent source.
Now get your list and compare it to what your competition is saying. Hmmm, look a little familiar? You’ll be surprised about how similar are your “pitches!”
If they are very much alike (and I’d be surprised if they weren’t), then think of things that you do differently than your competition. If you aren’t different, then it’s time to think about what you could do (and market) that would distinguish yourself from them.
In other words, be different. And here’s a big challenge – position yourself where price is not even an issue.
Stay tuned. In my
next column, I will offer some ideas. However, in the meantime, go ahead and start thinking of things, yourself. After all, who knows your business better than you? Good luck!
