Everyone is on a journey.
Our job as businesses is to make the journey of our potential buyers better in some way.
We have to be THE preferred solution – the oasis in a desert of clutter that inspires them to action. This means becoming a distinctive business.
Failing to distinguish your business is to become extinct, at least according to notable author Tom Peters.
Take the Risk of Being Direct
When a business graciously says no, it instantly becomes distinctive.
Does your marketing not only address how your business can help, but what it will NOT do?
If your process is sound, your business knows which customers are right for it. The only thing left to do is to convey this in direct terms.
As we discussed last week, markets are lazy. This is why they respect process. It does the work of thinking for them.
When every other business is selling products, and your marketing explains why it is the right choice for a specific group, alignment is achieved with those buyers, because you:
1. Respect their intelligence
2. Acknowledge their expectations (worldview).
Prepare to Make Strong Moves
Saying yes to the right customers necessarily involves saying no to others.
For example, like my business, yours may serve small businesses, but specifically which ones? They need to know.
The power of saying no helps a business achieve clarity within. When this happens, it gets progressively better at serving and attracting the right customers.
When a business makes strong moves the market responds with equal force, whether that is yes or no. Isn’t that what you really want?
There are a number of distinctive figures in our society that are quite successful. Their fans admire and support them; and the haters reject them with equal vigor.
This is how the game works, and it’s no different for your business or mine.
Be distinct or become extinct. It is a choice that involves risk, and making strong moves that must also be reflected in your marketing.
A New Design Resource
I’m excited to announce that my podcast is nearly ready to launch next week if everything falls into place. We did indeed discover a cool resource along the way that I’d like to share, but first a little about the show.
The name of the show is: This Old New Business Podcast
It’s a weekly podcast featuring sales and marketing experts sharing how businesses are making their old growth practices new again by successfully adapting to a digital, social, and global environment. We have completed 7 interviews already, with the first few ready to roll out!
Now for the design resource.
Our logo was designed from the beginning to stand out among many others in the iTunes podcast marketplace. Yet, we decided to make some late changes to ensure that. That’s when we discovered Swiftly, which we used to change the background and font colors, while also making sure its specifications met iTunes strict standards.
As the name implies, Swiftly is fast. They completed my task within an hour of its submission, and the results were exactly to my instructions. The standard cost for any task that can be completed in less than an hour is $19, However, this link will get your first one done for FREE.
Pass it along.
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)