How do you stand out from all the other fish in the sea when it comes to reeling in business? Simple: you have to embrace your own unique qualities. When everyone else is swimming left, don’t be afraid to swim right. Just look at us if you want an example. In a market where everything is going digital, newspapers are folding, and even the post office is coming up with new services to stay in business (including launching its own clothing line), we’re creating fully customized, print newsletters. And doing pretty well at it, we might add.
By investing in our newsletters and believing in our dream, you’re already proving how providing a completely unique service can actually make for a venture of incredible success. Now how can you raise your business above the competition?
In today’s market, it is important now more than ever to have a ready response to what your business can offer that others can’t. Potential clients are shopping around, and they’re looking for those crucial differences between companies. They want a partnership that is central to them, if they can get it, even if it means paying a little more.
For instance, if you wanted to grow some apples but needed some advice, would you go to the “all around great farmer” or the farmer who specifically lists experience with orchards on his website? You’d want the specialist, right? The same should be true for your business. Specifically targeting a certain audience and focusing your energy in one direction may take a few options off the table, but you’ll be left with a great, quality product that will resonate with those who want exactly what you’re offering.
An example of this happened in the early 2000s when Wal-Mart began its rapid takeover, making it nearly impossible for Target, a similar retailer, to compete. Rather than throwing in the towel or continuing in their downward spiral, Target decided to differentiate themselves. They changed their logo, their advertising, and even their target (pun intended) audience. They upgraded their products to focus on being affordable but chic, and insisted on stores being clean, easy-to-navigate, and friendly. Because their new customer was more interested in these things than a lower prices, Target resurfaced and has been largely successful ever since.
There is a brilliant quote by Dr. Seuss that reads, “Why fit in when you were born to stand out?” At the same token, why be like every fish in an already crowded pond? Why not be afraid to go in a different direction? You have the ability to do something extraordinary if you simply stay true to your vision.