One morning I was sitting at my desk writing the next chapter of a book I was ghostwriting when I happened to look out the window. My office window has a fabulous view of a block wall and the side of my neighbor’s house. I often enjoy watching the neighborhood squirrels scamper back and forth across the top of this wall, which at times can get so busy that it seems like a “squirrel highway.”
This particular time, however, I saw something that I had never seen before: A squirrel was climbing straight up the side of my neighbor’s two-story house. When it got to the top it poked around and then headed back down.
Then it got back on top of the wall…and stood there staring at me as if to say, “Hey! Did you see what I just did? Aren’t I the most impressive squirrel you’ve ever seen?”
This squirrel offered a lesson in differentiation
In a crowded field of neighborhood squirrels, this one had managed to really stand out!
If you, like the squirrel, are operating in a market with a whole pack of seemingly identical competitors, what are you doing to differentiate your business? If you are in a competitive field, and, let’s face it, just about every business is, you must give potential customers a reason to choose you over anybody else.
What makes your products or services superior? Do prospective customers know that your product gets better results in half the time? Are you the “low-cost leader”? Do you offer a high-end product for those with discerning taste? Do you have years of experience in a particular geographic area or market niche? Does your customer service set the standard for the industry?
Even if you are in a commodity-type industry, chances are there is something unique and special about you. Or something that you can make up. Folgers used to tout that their coffee was “mountain grown.” Evidently most coffee is mountain grown, but Folgers managed to turn this into a marketing differentiation.
Don’t make your differentiators a well-kept secret
If I was in the market for “squirrel services” I’d choose that go-getter that practically ran up the side of the building. That squirrel demonstrated that it has something that the others do not.
If I was in the marketing for your services, would your marketing materials clearly tell me why I should choose you?