After just getting back from my old home city Melbourne, it was a great experience and got a lot out of it. Besides visiting my great folks and the like, I was interestingly sightseeing in my an evolution of once my old home city (I have been out of there for a very long time).
During the Boxing Day Sales there were crowds, crowds and crowds. Especially in Melbourne Central (which is massive Shopping Centre build over an old Industrial Shot Tower) you could barely move through the crowds and brands, vs brands, vs brands were head to head competing for the share of the consumers wallet.
As an ex Marketing Manager, gone Small Business Marketing Mentor it got me really thinking and reminded me of the microcosm of the world we operate in – and the critical importance of understanding what you do and how to build a credible identity that really cuts through the clutter that makes your target market positively take notice of you.
One common concern I hear from clients and people I speak with is:
– Ed, I am a Mortgage Broker (insert profession here) and everyone else does it. How am I meant to stand out?
The cliche answer is well “You need a point of difference”. The great come back answer to this (continuing the Mortgage Broker angle) is ” But I sell similar products to everyone else, what do I do Ed?”
This is a great question and commonly it depends on a large range of factors and the answers that even top agencies come up with are always Part Art & Part Science. Here are my Top 3 Points of the Day to inspire you in finding your angle and point of difference that hits the mark out there:
1) Unique Product: If your product is new and relatively unique – there may be a great benefit of the product that is just not out there. Could be a great one to play.
2) Common Product / Unique Person: Richard Branson did this in the Corporates and Successful Small Business Owners do this all the time – you are buying from the “Person” which is unique, awesome brilliant and trust. How can you use your personality as part of your business? How can you personally connect with people?
3) Wording it into a clever line and make it a theme: A good tag line helps, or at least just wording the idea into your business. Be it your photo personally, or the unique idea or what your company stands for.
Talking me personally, I very recently tweaked the positioning of my business to really focus on Sales & Marketing with the tag line “Awesome 6 and 7 Figure $uccess!”. Why did I do that? Quite often my clients would give me that information “Hi Ed, I want to build a 6 Figure Business” or “Ed I want 7 Figures or to Double the Size of my Business”. This gave me a great clue and even though people are coming to me for Marketing & Business Mentoring help, this was the line that not only would capture my attention – but has really resonated on the market.
I hope that helps you inspire some creative though and if you want to learn more, check out our Awesome Marketing Vault – full of content for Small Business Owners & Entrepreneurs on a mission.
Thank you and have a great day or evening wherever you are!