Many businesses, when they first get started, understand the importance to stand out from the crowd. However, to do this they make a critical mistake. They make every effort to be all things to all people. They think that, if they cater to everybody, they’ll be known by everyone, make more money and be successful.
Here’s the unfortunate results from doing that:
- Nothing makes them different in the eyes of their customers,
- It confuses their customers about who they are, and
- They don’t become known for anything in particular.
Therefore, in this article you’re going to get 4 powerful tips to make your company stand out from the crowd, become known for what makes you different, and then maximize it to the fullest.
#1 Know Your Core Customers
Your core customer is the specific person that is going to have the best chance of buying from you repeatedly at the price points you need to sell at, and that’s going to have the greatest benefit from your products or services, so that the word-of-mouth can be as strong as it can possibly be.
When you adjust your sales and marketing or your delivery process to be for everyone and not your core customer, you’re unintentionally downgrading your business and reducing its impact.
Knowing your customers’ needs and desires will help your marketing speak directly to them. This will get them to know you, like you, and trust you. That’s when they’ll buy more from you.
#2 Define With Absolute Clarity What You Actually Do
A lot of companies define their business or organization by their product or service and wonder why it’s hard to keep customers. Understand this: your offering is not your transaction with the customer; it’s your connection with them.
You need to have, what Robert Bloom calls, an Uncommon Offering which is the one thing that makes you stand out from the crowd.
Think BENEFIT. What is it that your customer is really buying? What do they experience when they connect with you? Your business should speak to a more fundamental and emotional level of your customers as you possibly can.
It’s not about what you make or sell – it’s far more than a narrow transaction between you and your customer. It’s about the emotion you want your customers to experience when they connect with you. To stand out from the crowd you must deliver both tangible and emotional benefits of your business to your Core Customer. You want them to feel you.
#3 Do What Others Are Doing In a Totally Different Way.
This is where you develop a strategy that will convince your Core Customer to buy your Uncommon Offering as opposed to all other competitive offerings.
If you remember that your goal is to solve a problem (not sell), you will naturally develop a distinctive strategy that will contribute to your company’s growth and staying power.
Additionally, if you offer a product or service that delivers high value, you won’t have to compete on price. Customers will pay for something they want.
#4 Create Imaginative Events To Get Attention
Now it’s time to do something imaginative that will celebrate the thing that makes you stand out from crowd and make it well known to your Core Customer.
It’s not about your actual product or service, even though they do need to be of value and good quality. It’s about the experience your customer gets from it.
It is bringing the emotional benefits of your business to life, everyday saying:
- Here’s how we’re going to be different in our business.
- Here’s how we are going to bring this experience to life.
- Here’s how we’re going to celebrate our uncommon offering so that our core customers know what it is and how to share and talk about it.
When you focus on your offering and nailing its benefits, you don’t necessarily need to use creative marketing because, ultimately, it’s the customer experience that determines your success.
Therefore, if you really want to grow your business, you must know your core customer, deliver both the tangible and emotional benefits of your business to your core customer, develop a distinctive strategy that will convince your core customer to buy your Uncommon Offering, and do something imaginative that will celebrate the thing that makes you stand out from crowd and make it well known to your Core Customer.
If you want a step-by-step process on how to stand out from the crowd, get The WOWE Factor Systems of Success which are fundamental systems, established by the most successful companies, that will help you effectively operate a thriving business.