Do you ever think that every single day there are more and more competitors entering the market? More and more small businesses opening up shop and competing for your clients?
As the economic climate continues to change and the traditional concepts of work continue to shift – this trend is only ever going to keep increasing.
So how do you stand out?
How do you make sure your clients are choosing YOU over the multitude of other options out there?
One of the starting points is to really think about your positioning in the marketplace in the eyes of the customer.
Are you positioning your business to win?
As this diagram shows, there are really 4 places you and your business could ‘play in’.
1. The cross section between what you do really well and what your competitors do really well.
BUT – why would you do this!? Your clients don’t care about these particular features / benefits etc. so why should you when it comes to promoting your business?
2. The cross section between what your customers really want and what your competitors do really well.
????? – definitely steer clear of highlighting these factors, this is not going to do you any favours!
3. The cross section between what your customers really want, what you do really well and what your competitors do really well.
This area just becomes crowded – yes your customers want this but you’re not unique here. If the factors that sit in this section are what you do really well and what your competitors do really well ultimately they are simply going to become an industry standard and a minimum expectation in the eyes of the client.
4. The cross section between what your customers actually want and what you do really well.
The ‘holy grail’ – this is the section where you want to focus your positioning efforts. This is the section that makes you unique. This is the section that allows you to go to market and talk about something different.
So, are you playing in the right section? Or do you need to reposition what you’re saying about your business?
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"Confessions of a Small Business Owner"
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Chief Brand Strategist