In today’s world, there is a lot of noise in the marketplace. For that reason, your business has to do more than just BE in the marketplace. You must stand out, rise above the noise and get noticed. How do we do this? Here are a few things to consider:
Be clear about why you are different
Consumers can choose to spend their money with you or a competitor. What are you doing that is compelling enough to make the customer come to your door over the other choices? Be different! Do things in such a way that it would seem crazy for the customer to go anywhere else. Once you know what makes you different, own it, protect it and make sure you can communicate it effectively. If you cannot articulate your value proposition, you will simply blend in.
Find the tactics that work best with your target market
Your client base may not take kindly to a highly animated, screaming salesperson trying to sell cars every weekend. They may be more receptive to a quiet email newsletter or a radio spot during the morning commute. You have to know what resonates with your target market and learn to use it effectively. A great message about what makes you different is lost if it can’t be delivered at the right time and in the right format. Find out where your customers “hang out” and be there.
Don’t just BE; be useful!
Many businesses simply try to outsell the competition. They try to have more sales, better sales, lower prices, bigger giveaways and the list goes on. And while this works sometimes, your clients become programmed to wait until you are giving away your services before they will buy. Rarely does this create loyalty.
Instead, be a resource. Be a useful source of information about your product or service. Publish how-to articles, provide industry news and support local community events. Your clients will grow to seek you out when they have a question or need advice. Sales will follow.
The next time you have a chance to observe the activity in your market, take note of the value propositions that are getting noticed. Seek out the tactics that competitors are using to get noticed and don’t just BE. Be useful.
Earl Gregorich has over 20 years of experience in entrepreneurship.
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