A local pizza shop owner once declared to me, “Everyone else’s pizza sucks around here.” Now, there’s a recipe for heartburn. How about, instead of disparaging the others (some of whom may actually make a better pie), saying something like, “Sure, they make a good pizza. But, here’s why I think you should try ours…” By doing so, you’ll not only raise your message to more dignified level, you’ll also demonstrate a refreshing air of humility that is often lacking in today’s vernacular.
And, you’ll gain some respect along the way.
While you’re at it, why not visit those other restaurants and try their goods to see what you’re really up against? Isolating yourself in a bubble of self-adulation might make you feel good. But, it doesn’t get you anywhere and, worse yet, it prevents you from uncovering opportunities to distinguish your business from the competition.
Oh, and guess what? Even though that restaurateur makes some of the best white pizza in town, if I want Sicilian, I’m going somewhere else. And, the best plain pie can be found at yet another shop. But, that’s okay. Loyalty only goes so far when it comes to cuisine.
Now, if that proprietor learns from what he does best, improves areas where he falls short, and consistently delivers the goods, I’ll surely go back for seconds.
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.
Price, style, features and convenience will always be important factors to closing a sale. However, there’s a lot more to promoting your business than what your goods or services mean to your direct consumers. In fact, your audience is likely much broader than you realize.
Those who can harness the benefits of new technology without losing sight of the basics, like branding, creativity and targeted outreach, will be poised for greater success than those who find contentment with what they consider, “Good enough.”
Don’t claim to be what you’re not. Embrace what you are, what makes you great and why that should be important to your audience.
Emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so.
Sure, “all about you” is important. And you may be the one of best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.
Yes, watching the ads is great fun. Especially to us in the biz. And some of them do set new creative trends. But, what’s the real purpose? Is it to outdo the others? To get the industry awards? The most post-game buzz?
Consistency, frequency and, of course, clarity are each critical to having your value statement penetrate the marketplace and gain traction. And, without traction, you cannot build momentum.