Right now, it seems everyone is trying to fit in and be like everyone else—waiting to see what everyone else is doing before making their own move. So, what makes you different? What’s your unique angle?
To borrow a quote from the great Dr. Seuss…
Why fit in when you were born to stand out?!
Dr. Seuss
What are you doing in your business to stand out? If a new visitor would come to your website right now, what would make them say, “I’ve got to have some of what they are offering.” I hope this isn’t true, but maybe they don’t even know what you have to offer!
When was the last time you looked at your brand message or said your elevator pitch out loud? An elevator pitch is simply what you reply to people when someone asks, “what it is that you do?”
I’m sure you’ve been in that awkward moment on the elevator or standing in line, at an event, or even a relative could ask, “What is it that you really do?” When you work from home, there are a lot of people who still don’t understand how you make money online. They can’t wrap their head around it.
You should be prepared for that question with a clear, concise, mes- sage that explains what it is that you do or offer. Something that doesn’t need a lot of explanation beyond that quick elevator speech.
In my case, I would say, “Hello I’m Frank Deardurff, That One Web Guy, and I provide web development, coaching and resources for small business owners.
In less than 20 words I’ve shared my name, brand and a good idea of how I can help, and who I can help. In this case, small business owners.
Remember also, the “different” part. Many business owners watch their competitors so closely that they try to be like those they are competing against or even worse use their competitor’s brand in their advertising.
I’ve seen this over the years many times where the company trying to catch the lead dog will have marketing campaigns trying to bring down the number one spot. Think about advertisements you’ve seen in past decades such as Pepsi versus Coca-Cola, or Burger King versus McDonalds.
All you are doing is reminding your potential customers of the other guy by doing that. The idea is to be different, stand out, and don’t re- mind them of the other company. That’s free advertisement for them.
As a competitor, of course you should keep an eye on what they’re doing. I actually recommend it, but by all means be yourself, be your own brand. Do things others are not doing. And most importantly keep doing more of what makes you and your company different and relevant!
