didn’t have a lot of customers because not enough people knew about them. I’ve seen examples in car repair, carpenters, tile setters, and contractors. Often, people who do an amazing job don’t know how to tell people why they’re better. I’ve even seen marketing people who are so busy doing great work for their clients that they forget to market themselves! One problem is that even high-performing individuals usually don’t know how to tell a story about their abilities. Stories are powerful. The best stories don’t just give the facts — they make facts memorable by engaging listeners’ emotions. Tell a story to back up your claim about why you’re better and why the customer should work with you.
FOLLOW A 3-STEP PROCESS
Here’s how you can tell customers why you’re better than your competition. The difference between you and your competitors doesn’t have to be huge. Perhaps you’re just better at a specific niche or better in a different way. Setting yourself apart from — and above — your competition is a three-step process: 1. Figure out what makes you better. 2. Then, figure out how you will tell customers why you’re better. 3. Test out your message and tweak it based on the response.
HOW TO FIGURE OUT WHY YOU'RE BETTER
Figuring out why you’re better doesn’t have to be super complicated. Before you get into fancy graphs and all sorts of crazy stuff, just look at the basics. In marketing terms, this is all about developing your Unique Selling Proposition (USP). Remember when we talked about using testimonials? If you have testimonials and case studies, you already have proof that you are
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