You must set yourself apart; be seen as different (in the client’s eyes).Trading on the old tag lines no longer works. If all your competitors are competing on the strength of the usual banners (faster, smarter, better value) then why should people bother to buy from you if you are all just the same?
Now is the time to look at your business and try to make yourself look different on at least one significant criterion. If there is a choice between being different and being better, then I’d rather be different. Ideally, I’d rather be different and the best!
Old world/big business marketing tried to give different personalities to what were essentially similar products. Think of the weak wet stuff known as lager in the Eighties. Nowadays, clients are inclined to think that if a product looks, sounds, smells, feels and performs in roughly the same manner, then it probably is roughly the same.
So, somehow you must create that difference that separates you from all the other similar products, otherwise why should people bother to buy from you?
Today's challenge: define what makes your business remarkable... and describe your business in eight words or less.
RELEVANT ARTICLES
What Would You Say To Sir Alan? - A full-length article on the 30-second pitch. Robert Craven (Better Business Magazine).
What Would You Say To Sir Alan? - A full-length article on the 30-second pitch. Robert Craven (Better Business Magazine).
1 comment:
Couldn't agree more. How about Montage Communications is different as we provide: "PR using a Montage of all Media, not just part of it."
We saw a gap in the market as 85% of PRs just focus on print and broadcast and the media is rapidly focusing efforts online.
To our knowledge we are the only PR agency in the SW to offer this.
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