Sometimes, creating a business that stands out is HARD. Just the other day, I talked with a business owner who felt like her chances at success were hopeless, because she was a small fish in a gigantic pond. Similar business owners were a dime a dozen, so all anyone seemed to care about was price. She felt like the only way to attract new clients was to slash her prices, to the point of giving up her profit entirely. There is another way! No matter how many fish are in your pond, you can make your business stand out, without sacrificing your time, money, or sanity. The formula is simple, and if you follow it, you’ll be shining bright in no time!
Imagine you’re shopping for an engagement ring. You walk into the jeweler and are mesmerized by all of the beautiful bling; you’re bursting with excitement. Usually, despite the fact that there are an overwhelming number of rings, in all different cuts, clarities, colors, and carats, you’ll likely zone in on a few that feel right. Sometimes, you may even find “the one” right away, the ring that fits you like it was made for you, and makes your eyes well up with happy tears and your face hurt because your smile is so big.
Your business doesn’t have to stand out because your prices are the lowest. In fact, “cheap” is likely the last word you want people to use when describing your product, or services. Sure, there’s a time and a place for being cheap. Some brands have made it their mission. Walmart, Payless, Dollar Tree. You’re not going to go to any of those places because they have amazing quality and make you feel important and appreciated while you’re shopping there. You’re going there because you can snag a few things on the cheap, while wearing those beat up by oh-so-comfy sweatpants you just can’t get away with wearing to Target.
So, how do you get people to see past your pricing, and flood your inbox with inquiries, even though competition is fierce? You build a kick-ass brand, catering to the needs, wants, and struggles of the people you want to attract.
First, you determine your why.
What excites you about what you do? How is it aligned with your passions? How do you want to make people FEEL?
You know that quote, “people will forget what you did, but they’ll never forget how you made them feel”? It’s so spot on it should be hanging up in every single business.
Humans are emotional beings. Well, most of us anyway. We make choices based on emotions ALL. THE. TIME.
If you can give your potential clients the feels, you have a pretty good chance of getting them to see past the fact that you charge more than Susie down the street who has the personality of a wet blanket.
You can do this by storytelling, and using compelling copy (basically, words) to build a connection. If you can connect with someone’s emotions while they’re visiting your website, or browsing your store, you’re golden! Most of us long for connections, we want to find similar people who “get” us. So, it’s no surprise we enjoy buying from, and working with, people who we feel understand us and treat us like queens!
Psssst! Want to know more about writing compelling copy? This will help!
Next, think about the problems you’re solving, and the mistakes you see similar businesses making.
For many instances in my life, I learned what to do not from seeing it done, but by seeing how I DIDN’T think it should be done. Think about how you DON’T want people to feel when they work with you, or poke around your website. Consider WHY they’re in need of your service or product, and narrow down the reasons they would NOT choose to work with you. By figuring out what people don’t want, formulating a plan for giving them what they need gets a lot easier. If you can overcome their objections before they even have the chance to spit them out, you’re building an instant connection, because they feel as though you totally understand them, and that it must be meant to be that they found you!
I’m not a one to analyze “competition.” In fact, I think doing so mostly does business owners an enormous disservice. BUT, I do believe that it’s important to think about what other people in your industry are doing wrong, so you can be sure to do it so much better!
When I first started my photography business, I’d booked a family session with a really popular local photographer. I shot her an email, and after about a week, still hadn’t heard back. So, I sent another. A few days later, I got a response, that a date was available about 6 months out. I booked it. Yay! I never got a contract. No welcome guide giving me tips for the session, or telling me what I should expect. I didn’t hear from anyone again, until a few days before my session, when I got an email saying “oops, there’s been a scheduling conflict and you’ve been booked at the same time as another client, so your session will have to be moved to X.” Well, my daughter, who I had mentioned was in school when I booked my appointment because I needed a weekend date, was in school on the weekday they wanted. So, that wouldn’t work. I ended up canceling because I didn’t’ want to work with someone so unorganized, who seemed to lack appreciation for the people wanting to work with her. You better believe I made darn sure to never leave a single client of mine feeling confused, under-appreciated, or uninformed!
Standing out doesn’t have to be expensive. You don’t have to treat your clients to luxe dinners for a consultation or shower them with expensive gifts, to make them feel appreciated. Going above and beyond often can be done with little to no monetary investment, and it goes a LONG way.
Here are some easy ways to blow people away with your service:
- Respond quickly, in a detailed way, to every question. Never make people feel rushed or unheard.
- Take the time to create materials that will help inform people about what working with you is like.
- Be gracious. Send thank you cards, give thoughtful gifts (small tokens mean a lot!), be kind.
- Get personal. If a client mentions she needs a cake by Saturday for her grandma’s 100th birthday, follow up with her to see how the party went. When someone says her son loves Star Wars, consider sending them a few movie tickets a week before the new movie comes out. If you sell mugs, include a bag of your favorite tea with each order.
For my photography clients, I always brought little care packages to my sessions. Didn’t cost a ton, but left a big impression. Check out what I did for my clients in the summer, here!
Finally, list all the reasons you ROCK. Play up your strengths, and infuse them into your brand. At the end of the day, you’re the only you, and no other business owner can clone you and steal your thunder!
Never be afraid to be yourself, because that is what sets you apart from everyone else trying to do what you do. Sometimes, all it takes to stand out is a serious confidence boost. Believing you can be successful is half the battle!
So, what can you bring to the table that no one else can? Perhaps you love writing songs and can whip up a jingle in 5 minutes flat. You also can sing off-key in a way that’s endearing and can play the tambourine like a boss. Maybe creating catchy tunes to include in your newsletter, or post to social media would be a hit. People love to laugh! Trust me; not everyone has that gift.
Maybe you have the patience of a saint. Use it!
Standing out in a way that has nothing to do with being cheap, or offering good deals, is key when it comes to running a successful business. Take an hour in the next week to REALLY analyze your business, and think about what you can do to better serve your clients, and separate yourself from all the other business owners vying for their attention!
Want to know more about marketing to your ideal clients? Check this out!
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