Your marketing should help your prospects to want to choose your business rather than the competition.
Your marketing should make it instantly obvious to prospects why they should buy from you rather than your competitors.
In reality, most marketing just uses different words to say the same thing as the rest of the marketplace without offering any real points of value that could stimulate interest in a prospects mind. It fails to differentiate a business from it’s competition and only serves to confuse prospects with yet another option to consider.
How to separate your business from the competition
The easiest way to discover what does or can make your business better than your competitors is to focus on your ideal customer. Think about your best customers when answering the following questions:
- What problems, concerns or goals is your ideal customer experiencing before contacting you for the solution? (example: business car hire – managing director needs exclusive use of a reliable executive car for two days to attend business meetings on time)
- What is important to your ideal customer when buying the product or service you provide? (example: fast and easy access to a comfortable executive car that won’t break down, reach destination on time)
- What information does your ideal customer need to know before they can make a buying decision? (example: price, car model, availability, location, time to complete hire process)
- How does your business solve these issues? (example: business VIP service – guaranteed availability of latest executive cars with sat nav, we deliver and collect the car with all paperwork completed ready for signature, one hour rescue and replacement should a breakdown or accident occur, telephone or online booking and confirmation system)
- How do your competitors solve these issues?
A valuable tool in discovering what’s important to your customers is a simple survey or questionnaire. Whether it’s an online survey or printed questionnaire, keep it short with no more than 4-5 questions and focus on their decision making process when buying what you sell. Alternatively, just re-purpose the first three questions above with an additional two as follows:
- What problem, concern or goal did you experience before contacting us?
- What is most important to you when buying blue widgets?
- What information do you need to know before making a decision to buy blue widgets?
- What could we have done better?
- Is there anything we can help you with now?
The is also another opportunity to contact your existing customers, re-inforce your brand and maybe stimulate some repeat business which is the focus of the last question. Just remember to focus on getting the feedback as the replies can literally transform your business.