This really is a very important weapon in your marketing armoury and it’s to have established at least three (or even better, five) reasons why prospects should do business with you.
What is unique, special and different about you that sets you apart from your competitors and makes you an easy and logical choice for prospects to decide to do business with you?
What differentiates you from others in your field?
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Now, many business people have incredible difficulty doing this, and I think it’s because they just think about themselves generically… they give great service or they have a wide range of products or they have good staff or a great location. It’s the curse-of-assumption to believe that these things mean a heck of a lot to people.
You’ve got to give them meaningful specifics rather than meaningless generalities. You’ve got to spell out what your great service is or why your location is handy or what makes your staff special, and so on.
The things that differentiate you may not have to be all that different. They may be things that other people say but they don’t spell out, so that when you spell them out, they become a differentiator. They may be things that other people do, but assume that their prospects take for granted, so they never mention them.
In the next part of this article I’ll give you a brief list of the various things you can look at in your business to help you find those that may differentiate your business from the competition.
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