Differentiating Your Business

Did you know that you can use the same marketing strategies with very little creativity for any business?

Even though all businesses are ‘different,’ they’re actually more similar than most business owners believe. Let me prove it real quick.

How many businesses need people to buy things, aka clients or customers?

No one would argue if you said all of them, but here’s another question:

How many businesses need attention from people before said people could become clients and customers?

Again, no one would argue if you said all of them.

So let’s begin to discuss a simple way you could differentiate your business from others.

If you’re starting a business and want to reach a new set of prospects, this same idea can work for you too.

The first step is to get clear on what your business does. This seems like an easy task, but you’d be surprised how many people try to sell everything to everyone.

If you want to start a business from the ground up or attract a new group of customers, you need to articulate what you do.

Take a step back and ask yourself, “Is my brand currently trying to sell features or benefits?”

Don’t know the difference? When they released their iPod, think about Apple, they said, “A thousand songs in your pocket” (benefit).

They didn’t say 1000 Gigabytes of memory in a fast CPU Grade blah blah blah. (Feature)

I’m exaggerating, but you get the point. One creates more reality and more connections with customers than the other.

So apply what your brands’ benefit is altogether. What is your benefit statement? What is it that you do that you can communicate as a benefit?

Once you find your benefit statement, breathe it, sleep it, and live it throughout your business.

Customers can feel when you don’t live by your brands’ benefit statement, whether through your customer service or products.

Once you start applying your benefit statement and living by it for your brand, you can create your customer experience.

You heard that right, customer experience. Why customer experience, you may be asking?

Well, customers make up our businesses, so creating an amazing customer experience makes you memorable.

Think about it, if you went into a restaurant. They brought you food that was on fire with fog coming off the sides of the plate, and the chef poured some sauce over it to put out the fire as it dressed your meal to create that tasty smoky flavor from the sauce and fire you’d be like “WOW!”.

You would never forget that experience; you would even post it on your social media pages.

That’s what you’re trying to create with your business because when someone remembers you (in a good way), they’re most likely to come back!

You can improve your customer experience through your customer service channels and your packaging when customers open a package.

And if you want to be strategic, you’d take a survey from your current customers to ask them what they found the best experience about your business currently and improve THAT.