Right now everyone is trying to fit in and be like everyone else. Waiting to see what everyone else is doing before making their own moves. So, what makes you different? What’s your unique angle.
To borrow a quote from the great Dr. Seuss:
Why fit in when you were born to stand out!
What are you doing in your business to “stand out”. If a new visitor would come to your website right now what would make them say. “I got to have some of what they are offering”.
Heck, maybe they don’t even know what you have to offer!
When was the last time you looked at your brand message? Or even, said out loud your elevator pitch. An elevator pitch in case you’re not familiar with that term, is what you reply to people when someone asks “what it is that you do”?
I’m sure you’ve been in that awkward moment on the elevator or standing in line, or even a relative will ask, “What is it that you really do?” Especially when you work from home and people still don’t understand how you make money online.
You need to be prepared for that question with a clear, concise, message that explains what it is that you do or offer. Something that doesn’t need explained.
For example in my case I would say: "Hello I’m Frank Deardurff, That One Web Guy I provide web development, coaching and resources for small business owners."
In less than 20 words I’ve shared my name, brand and a good idea of how I can help, and who I can help. In this case small business owners.
Remember also, the “different” part. Many business owners watch their competitors so closely that they try to be like those you are competing against or even worse use your competitors brand in your advertising.
I’ve seen over the years many times the company trying to catch the lead dog will have marketing campaigns trying to bring down the #1 spot. Think about advertisements you’ve seen in past decades such as Pepsi vs Coca-cola, or Burger King vs McDonalds.
All you are doing is reminding your potential customers of the other “guy” by doing this. The idea is to be different, stand out, and don’t remind them of the other company. That’s free advertisement for them.
As a competitor you should keep an eye on what they’re doing, I actually recommend it. But by all means be yourself, be your own brand. Do things others are not doing. And most importantly Keep doing more of what what makes you different.