When it comes to finding ways to get your business noticed, it’s sometimes hard to know where to start. Many people begin by evaluating the marketing activities of the competition. Seems like a great idea. The problem is, you don’t even know if their efforts are getting noticed and it’s way too easy to get caught up in the comparison game. It is important to be familiar with your marketplace, but when it comes to your own messaging, it’s imperative to focus on the unique benefits offered by your business.
Regardless of the communication methods you choose to implement, it is imperative to clearly share what is distinctly different about you. This is the most direct path to building connections with the people who need what only you can deliver.
One of the reasons marketing can be so difficult is because we get stuck in the analytical phase and don’t take action. We want to be sure we’re offering the right value proposition in the right way and the sources of information are never ending. It’s so easy to consider advice from various sources and play out endless scenarios in our minds. We want potential clients to respond to what we’re offering. And, especially for entrepreneurs, a lack of response (or worse—a negative response) can feel like a personal rejection. The fear of failure can threaten to keep us from even trying at all.
Doing something is always better than doing nothing. And remember, your analysis is most valuable when applied to the results of your marketing efforts. Each campaign is an experiment. Have fun with it and see what works best for you.
Playing it Safe
It’s tempting to take the path that seems “safe” and either mimic messaging that already exists or say what we think people want to hear. It can seem like a good idea to use general language that has the potential to apply to many people. It’s natural to want to help everyone. When we are passionate about what we’re doing we can see how everyone could benefit from what we have to offer. Unfortunately, everyone probably doesn’t share our point of view. One of the most important business lessons, from a marketing perspective, is to remember that if you’re trying to speak to everyone, you’re speaking to no one.
We are all constantly bombarded with marketing. On our phones, computers, radios, television, movies, newspapers, magazines, and more. Everywhere we look there is someone trying to sell us something. The communication that catches our attention has to surprise us in some way or truly speak to a need or desire that is specifically relevant for our unique situation. Creating a message that applies to everyone is unlikely to catch anyone’s attention. And the truth is, there are probably some clients you enjoy working with more than others. Take a risk with your messaging and speak directly to the needs of those individuals.
Effective marketing shows people what is distinctly different about you and your business. It’s about putting yourself “out there.” You’re not going to please everyone, but you will please the people that matter. And the people who don’t will most likely forget your message microseconds after seeing it anyway, if they even notice it in the first place.
Not sure what makes you unique? Don’t worry; you’re not alone. It can be easy to get caught up in the daily grind and forget these important distinctions. After all, your uniqueness is normal for you. Try to mentally remove yourself from your day-to-day tasks and think about why you originally decided to start your business. What created that spark for you? What voids did you set out to fill?
Remember the momentum that propelled your business into existence and harness that energy to create messaging that accurately reflects the impact you are making in your community.
Be authentic. Share it with the world. Messaging created from this perspective is magnetic!
If you need help developing messaging as unique as you, give us a call at 206.395.8904 or click here to schedule your free consultation today.