For some standing out is important and others run for the hills, not for everyone.
Standing out in business is different. For the majority getting noticed is a key priority. But yelling things people have heard before won’t get through. They’re tired of hearing it and switch off. People want stories that make them change the way they think, true ones are most engaging. Businesses that say and do real things no one else can will get people talking.
Look for your unique selling point/proposition (USP). But truly stand out, don’t settle for comfortable. Challenge yourself to think: What is that one thing we do that no one else can? Now reframe this into something no one else says. Avoid language like, we’re best, or biggest. Start with, we’re the only ones who do this.. in this way… or at all.
Now you have a start. Here’s what’s next:
1. Can we do this really well? – Be honest. Reputation and sustainability relies on this.
2. Do people want this? – Sometimes the reason no one else does this is because no one wants it.
3. Can we make money or grow from this? – It has to be worth doing.
4. Does this excite you? – The hard work is to come. This driver will keep you energised.
5. Can you say what you do in roughly 6 words? – Write it over. Start long, cut, refine and simplify.
6. Can your staff, suppliers, family, customers understand it? – Success can only come if you don’t have to give a long winded explanation for it to make sense. Sure, there’s follow-up information to ease people into a greater understanding of this great new thing, but if they’re still baffled after 30 seconds it isn’t right.
7. Can you excite others with it? – Test the elevator/BBQ speech. “Hi, I’m a brand strategist.” “Yawn!” Or… “Hi, I reveal the truth in businesses… I work with the key people within a business to find their USP and then show them how to reveal it to better customers.”
8. Now before you start promoting, take the category you are likely to be recognised in, and try and invent a new one. – It’s crowded in your current category, position yourself away where there’s no competition yet. Or at least tell your story about how you are the only…
Start with a crystal clear focus of your USP when you tell your story. If it’s crowded where you are now, follow these steps and join us up here, the view is clearer.