Differentiate or Die
The business landscape is becoming increasingly competitive. IBIS World reports that there are 89,000 advertising businesses and over 1,000,000 consulting businesses in the United States as of 2023… The difference between one business and another is pretty slim across most industries. In most cases competing on product or service alone isn’t enough to distinguish us from the pack. So how can we stand out in such a competitive landscape?
I’m betting on these 4 strategies to stand out this year…
Focus locally. In most major metropolitan areas there is plenty of business to be had in our own backyards. If you can make a drive to meet your prospect for coffee you have an instant advantage, let alone an easier path to creating a bond. Made in (your city here) still has a nice ring to it. Working in the same time zone may still carry a little weight. “Grow where you’re planted”.
Go deeper into your story. Clearly we’re presented with a mind boggling amount of choices. What we’re looking for is connection over commodity. Why you do what you do may be even more important than what you do. Tell us more about what got you to where you’re at and what keeps you going. Transfer your passion onto your customers.
Promote. Promote. Promote. Seems obvious, but so often we rely on the same referral business/repeat customers or worse yet play the short-game with ads and marketing. When it comes to promoting your business the answer is always “yes”. Keep testing, iterating, optimizing and investing.
Forget the competition. Let them worry about themselves. We all have a big enough task making our businesses the very best they can be. If we try too hard to beat the competition, we often become just like them. Instead focus on being the most bada$$ version of yourself, going above and beyond for your customers, making your products/services world class all the while forging ahead in your own lane vs being stuck on the freeway during rush hour.
It’s time to differentiate!
Poll Results: The results are in from last week’s survey:
57% of voters have self-identify as having an aggressive risk profile
Thanks to my good friend and branding expert Steven Picanza for having a recent chat with me about how to “Build Our Personal Brands” - WATCH HERE
Tim Martinez
“The Inside Man”
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