You have been waiting eagerly by the phone to hear from prospective customers, but you are not getting any bites. You are such a catch; why isn’t anyone calling back? It cannot be you… can it?
It is so hard these days to stand out from the crowd offering the same products or services as you.
Every gimmick is out there (even the ones that suck), creating this gigantic clutter that is almost impossible to break through.
Fortunately for you, this is a gimmick-free zone. And today you will learn how to create a presence that breaks through the ordinary (and the stupid) to generate more traffic and your response rates.
It is time to stand out from the crowd!
And the first thing we are going to do is: define who exactly we want to discuss.
Define Your Niche
To make a true splash, you must become a specialist. If, for no other reason, because specialists make more money (in any field) than generalists.
I strongly recommend that you find a field that you love and can generate sales for you. Because, once you do so, you can send a
Which means you will not be sending messages all over the place, confusing your audience and driving them away.
And how, exactly, do you define your niche? Just answer these simple questions:
- Which companies/industries/customers do you want to serve?
- What is the current state of that market?
- What is the size of the market and pricing potential?
- Does the market know they need my services?
- Are there other entities offering the same products or services like me?
- Do you like the people and the industry?
If you can give affirmative answers to these questions, then you are on the right track.
Your Unique Selling Proposition
Now that you defined your target market (AKA niche), you must know what you will present to the said market.
And you might say “I know what I will offer, I already have a product/service.” And that is correct. But that is not exactly what I meant.
Yes, you do already have a product or service for your market. But so does everyone else in your field. Therefore, to stand out from the crowd in your market, you need to find a way to present your offer that is appealing to your audience, and that is the difference from what everyone else is offering.
What is that special promise you can give your target market that no one else can? In the marketing world, we call this the Unique Selling Proposition.
There are several ways to differentiate your offers from the competition. One way to do so is to base your promotion on a feature you have that others don’t. this one works well for freelancers – as they can point out to experience and training to differentiate themselves from others.
Another way to differentiate yourself is to dramatize your marketing. Whether it be your company name or a benefit you offer – look for an appealing way to make your presentation special.
If you can find a way to make yourself different and appealing to your market, you will be able to (positively) stand out from the crowd offering the same services you do.
Create a Business Mission
You defined your market and found an appealing way to attract them. Way to go!
Now, it is time to work on you.
To stand out from the crowd competing for your market, you must clarify to the market what you do, and why you are unique at it.
This is what we call the business mission – which then creates your mission statement. It will give you laser-focus on what your business should offer, how to offer it, and to who. It will also help you show exactly why you are in business.
To create your business mission and statement, answer these questions:
- Why are you in business?
- What do you want your business to DO for yourself, your family, and your clients?
- What values are important to you?
Once you answer these questions, create a mission statement combining your business mission answers with the niche and USP information you collected already.
Your mission statement should be no longer than 25 words. And must look like this:
“As a direct response copywriter, my mission is to write copy that helps entrepreneurial businesses create new customers and increase repeat sales.”
Build a Brand
Here is the secret sauce that will help you stand out from the crowd looking to get your prospects: your personal or business brand.
This is what you want the people to remember when they hear your name or see your picture or company logo. It is the stamp that lets people know what they get when they do business with you. And it is what will attract people to become your customers.
Building a brand doesn’t mean you create an image that shows you or your company for what they are not. Building a brand means finding ways to highlight those appealing aspects of you or business to present them to your market in a way that attracts them to you.
Here is how I build my brands:
- Take a stopwatch and set it for five minutes. In those five minutes, you are going to come up with every adjective and noun you want to associate yourself or your company with. Once the time is up, edit your list cutting any synonyms. These will be your brand qualities. Please be as authentic to yourself and your company as possible.
- Out of your brand qualities, pick a few them to become the core of your brand. I call these the brand’s character description. I recommend no more than five.
- Figure out which six topics will you talk about in your marketing. These will be your value offerings – and the closer they are to your products or services, the better.
- And finally, come up with up-to five rules you or your business will never break – your Non-negotiable, Unaltered Terms (or NUTs for short).
A well-established brand will bring in the part of the market you want and leave the scraps for the competition to fight over.
Your Positioning Statement
And here’s the final step to stand out from the crowd fighting for your prospects’ money: the positioning statement.
If you don’t know what “positioning” means, don’t worry. Positioning is just marketing jargon that means “where you are in the mind of the prospect.”
Positioning is clarity.
Being well-positioned in the mind of the prospect means you have clearly set up what you offer, to whom, and how you are different.
The cool thing here is that by now, you should know all of this because you have your brand, niche market, business mission, and USP well defined. But now, we are going to dig a bit deeper to differentiate you or your business even more.
Answer the following questions:
- Name your main three competitors.
- Find three ways (for each competitor) that you are different.
- Discover three ways (for each competitor) that you are similar.
- What does your transaction look like?
- What is your end goal?
Now, here is the fun part. With all the information you have gathered, write down one sentence about what makes you different.
Your positioning statement should look like this:
I’m a passionate, rebellious copywriter focused on helping entrepreneurial businesses increase response rates and build long-lasting customer relationships.
You can easily use your positioning statement as an introduction to your social media sites, or as an elevator pitch.
Break Through the Ordinary
Now you have all the elements needed to stand out from the crowd fighting for your prospect’s business:
- A defined market
- Your unique selling proposition
- A business mission
- Your brand
- And a positioning statement
With these tools, you can rise to the business challenge and throw the most tempting bait out there.
But what say you? Do you have any other strategies that help you stand out from your crowd? Leave any suggestions, comments, or questions in the reply box. And let the conversation begin!