I have to say I am really loving the Shared Brilliance workshop or more to the point the brilliant women who attend. They are women entrepreneurs from a variety of businesses at different stages. The one thing in common is that we are all solo-preneurs in competitive markets. So the big question is; how do you stand out from the crowd? How do you Wow your clients? Here are some questions you can ask yourself.
What problem/pain do you solve? What is the value to the customer?
What is your competitive advantage? What can you offer that you competition doesn’t?
For many of us we are our business so being in touch with our values can tell us a lot about how to create an authentic business that’s unique to us. Here’s an exercise we did with the group. You can do it with a friend or colleague. Think of a time in your life when you were your happiest. Katie Bennett, DBD Coaching, calls this a ‘peak’ moment in your life. Danielle LaPorte, White Hot Truth asks, what brings you joy? Describe this moment to others and ask them to tell you what they hear. The words that come from this will help identify your values. Now think about how to incorporate these into your business.
Some of the areas of marketing in which you can set yourself apart are:
Packaging – Remember L’eggs?
Advertising and Promotions – KFC coupon giveaway on Oprah, a victim of it’s own success.
Product innovation, feature or design – iPad. Apple is the best at being first to market with innovative products.
Distribution / Availability – Avon, the queen of direct sales.
Market segmentation – High heeled shoes to toddlers. I don’t love this idea but it’s the first example that jumped to mind.
Quality / Price – K-tel, they were the king of cheap products as seen on tv.
Your USP, Unique Selling Proposition can help you communicate what makes you unique. Finish this statement, buy this product and you will get….
FedEx “When your package absolutely, positively has to get there overnight.”
Domino’s “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.”
Play around with these questions and get clear on what makes you stand out from the crowd.
Shameless Marketing – “Authentic marketing strategies and coaching.”
Cheers,
Liz
