This is Marketing Around COVID 19 - Part 4 - Making Your Business Stand Out
Small business owners who have been fortunate enough to maintain are discovering the status quo may not keep them in business and the competition is fiercer than ever. At the same time many businesses have folded due to COVID19, many more new opportunities have cropped up and the battle is on for who’s going to get attention.
– American Express says “To make your business stand out you need a unique selling proposition (USP), and a well-thought-out statement that helps your company distinguish itself from other businesses in its category. In most instances, companies will focus on a single feature or benefit that solves a problem, satisfies a need, or takes away their customers' pain as their USP”.
There you have it … what is your USP? Exactly what makes it “rarer” than your competition?
When I have an initial consultation with a business owner, I often hear them say something like “We’re focusing on several services…” and then they describe a list of “features of their focus.”
That’s an oxymoron folks. Especially for startups, it is challenging if not impossible, (not to mention very expensive) to market to multiple audiences at the same time.
To stand out…you need to stand steadfast. Pick a niche, target the audience for that niche and woo them. And what’s the definition of “woo”? To Entice, Encourage, Persuade, etc.!
Here’s an exact quote from WooCommerce, software developers for more than 4 million Websites: “Your small business can't do everything and compete with everyone. That's why finding a niche is so crucial to your success. Another reason that finding a niche is so crucial to a small business's success: it makes it far easier to describe to potential customers what you do and sell.”
Your business will stand out from the competitors when your individuality comes through to your Clients. Here are three considerations:
• If you haven’t launched your business yet, then research is your most important next step. Get to know your competitors. What is it that makes them stand out? Take special note of those who started out on a shoe-string budget. You’ll find 99% of them began with a single product or service.
• If you’re already settled into your niche, and you want to stand out, be consistent in your communication. If you are delivering a service that is fresh each day, (cupcakes for example) then don’t be afraid to provide daily news and updates. Your plan of action should be to keep adding new Clients to your database and keeping them excited to hear from you!
• Use the tools for marketing your business that will draw the most attention to your unique talents and skills. Don’t hesitate to ask for help. Find a mentor. A great place to start is Score.org. There you can connect with mentors, attend workshops, and find successful business owners who will extend outreach.
And remember … we are all in this together. We are here to help you! Is your business or organization getting all of the attention you believe it deserves? Have you already done the research and you believe you have a unique aspect to your business?
Follow this link to connect with me. Let’s discuss ways to elevate your game and make your business stand out!
With Paulette Smith