Design Your Difference From The Start
When I talk about “difference” I’m referring to what makes you unique.
- What makes you different from your competitors?
- What is it you do differently or intend to do differently than your competitors?
This is the part that most people don’t plan for. There are so many “me too” products on the Internet right now. They’re the same thing…just under a different name.
Barron’s Marketing Dictionary defines a “me too” product as a tactic of a market follower who attempts to avoid losing market share to a competitor by offering a product that is a copy of a competitor’s product or innovation.
You don’t want to be just another different name. You don’t want to be the same thing. You want to be better than your competitors. So I would plan out from the start what my difference is going to be between me and my competitors.
Differentiation can be found in many areas such as price, being known as the expert, adding value (do this and get that), relational marketing which creates loyal clients, etc.
Ask yourself what you can do that is not required by the scope of what your customer is purchasing from you. Meaning, how can you go the extra mile to make your company stand out in the mind of the consumer as the only choice in your field for them?
There are many ways you can do this such as offering a better guarantee, scheduling or time frame of how quickly they get the service or product (of course, the differentiators will be different for many fields of business).
The question is what can you do to help your client meet his or her goals which may include making money, saving money, or having more fun. You need to know what your client is hoping to get from you.
If you want to win the customer, you have to do more than the minimum and stand out as unique among competitors.
Create A Catch Phrase
“I’ll be back.” “Hasta la vista, baby.”
Very few actors have ever uttered such cheesy words, but then again very few lines have ever been as popular as the ones spoken by Arnold Schwarzenegger in the Terminator movies.
These two phrases are probably the most repeated words from any movie. Even people who have never even seen the movie quote these words. How’s that for standing out?
I believe as a marketer, we have to also come up with that one great sentence. Some people may talk about an elevator speech, but I’m going to tell you that you need a catch phrase. There are many things that I say all the time that are directly tied to me.
For example, many times I say, “Success Leaves Traces,” or I ask, “What is the next logical step?” Maybe I am most famous for saying “You suck!” It’s catchy, isn’t it? People who know me or have seen me speak before will finish these lines as I say them.
You need to come up with your unique phrase, a phrase that’s pertinent to you. Here’s why. Remember, it’s part of a brand process. A brand is not just a logo, a brand is overall who you are, how you want to interact, what you do, how you say it and everything else.
It’s how you look, how you feel as an individual, but it’s also how you look and feel as a company, how you react as a company and the type of products you create. Everything in your company basically reflects your brand.
A phrase helps that branding process even more. So, create a three to six word phrase that you can call your own.
Start a 90-Day Article Campaign
If I had to start over and build my business from scratch, I would rite 90 articles, one for every day. Better yet, I would hire someone to write the articles based upon my personal content.
Of course, if I hired someone to write them for me I would look at those articles and edit them to “make them mine” if I didn’t feel they did a good job.
I would take an article each and every day, submit it to an article submission service and then allow that service to submit the article to 2,000, 3,000, 4,000 or 5,000 other places.
At the end of the article, I would give out information to get to my bribe. A bribe is a give away that leads people ultimately to my newsletter list. It would bring the reader back to my blog where they will be prompted to sign up for my newsletter.
Create a Press Release Marketing Plan
Press releases are not only for big companies. You should write a press release for almost everything you do. Keep this resource, WebWire.com You will hear a lot of marketers talk about PRWeb, but I recommend WebWire.com.
PRWeb is great, but something happens with companies after a while. They start off reasonably priced and then it seems like after they become more successful, they get greedy and start raising prices. PRWeb kind of has done that. Prices always change so check them out and compare them to WebWire.com.
With WebWire.com, you can get a submission to all the basic places for $25 (prices may have changed by the time you read this so go to their site and check them out) to start with. They’re getting a lot of attraction right now, even though hardly anyone talks about them.
Write a press release about everything you do. For example, you could write to announce the launch of your blog. That would be an easy one. If I were writing one based on my blog, it might start with something like, “40-year old Man from Raleigh, North Carolina Releases Easy, Simple to Understand Ways to Success on ArmandMorin.com.” Then I would write the rest of the press release.
If you don’t know how to write a press release that’s okay. Here’s what you do. You go to this website, Google.com. You type in these words: “how to write a press release?” You’ll get- plenty of examples. If you think I’m kidding, I’m not, that’s how you do it. It’s actually that easy.
If you don’t know how to do something, go to Google and type “how to do…” Seriously—I do it just about every day. I click on the links until I find one that actually looks good. I read it. I look to see if they’re credible as far as who’s giving the information and then I have the answer.
That’s it. That’s how you figure out how to write a press release.