What makes you different?
I have a question that makes customers stop and think.
“What makes YOU different?”
In other words, what makes you shine out so that people buy from you rather than anyone else?
Yes, it might be that you have developed a new technology, product or methodology, or that has a positive impact (such as helping to stop climate change or eliminating plastic pollution). But your answer doesn’t necessarily need to be about the products and services you offer – it should reflect what you and/or your company uniquely bring to customers. Such as:
Technical Knowledge: Understanding the intricacies of the science, engineering or systems behind what you do can set you apart. It's being able to back up claims, explain the detail and share how it interconnects with other aspects of their business. For example, a finance broker who used to work for a lender can give advice based on that experience to increase the probability of an application being accepted.
Ability to Explain: Simplifying the complex is an art. Having a knack for clear communication ensures that clients not only understand your strategies but also embrace them with enthusiasm. For example, a new technology company that can explain simply and clearly what they do shines out from its competition that uses long complex explanations.
Experience: Years in the field bring insights that textbooks can't match. Your journey enables you to bring unique perspectives and approaches. For example, the new product introduction projects I worked on in my early (non-marketing) manufacturing career enable me to develop realistic marketing launch plans for clients today thanks to my understanding of the process and what might affect go-live dates.
Promises: Your approach to delivering a product or service can also set you apart. For example, a small building firm pitching for school projects might promise no swearing or loud music. Consistency builds trust. Your commitment to delivering on your promises is essential, with consistency building trust and establishing your reputation for keeping your promises.
Still unsure how to answer my question?
Have a look through your testimonials and recommendations and see if there are common themes.
Ask your customers! Why do they buy from you?
Chat to referral partners and networking associates – how do they describe what you do to others
Review what you do against competitors. What do you do that others do not?
Does your purpose, sustainability and/or community impact stories set you apart?
Be proud of your differences and enjoy seeing how they help you positively stand out from the competition!
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I'm Hannah Welch, a marketing consultant based in NSW, Australia. I work with manufacturers, B2B companies and positive impact organisations to develop effective growth marketing strategies. I promise that the marketing advice I give is bespoke to each organisation, harnessing their knowledge and expertise so that their marketing continues to strengthen their brand and develop growth.