Here are the links to the last two blogs if you missed them and would like to check them out - Biggest Marketing Mistakes Every Business Owner Makes - Part 1 and Biggest Marketing Mistakes Every Business Owner Makes - Part 2. Today’s mistake is about your company’s image.
Mistake - You think you do not need to make an effort to stand out.
A bank is a bank is a bank. Realtors, lawyers and consultants are a dime a dozen. The list goes on. But there is good news: the more two businesses are similar, the more important each difference becomes, and the more impact even the tiniest difference will have on setting you apart. Why?
Consider identical twins. What do you do first when you meet a set? You try to find a little detail to tell them apart. The same is true for your business. Your prospects are looking for a point of difference they can use to set you apart from your competition.
I was at a networking event recently with three people from different banks and each one was able to emphasize a point that made their bank seem different from the other two. Each of those three differentiators works to draw in the right type of clients to each bank.
To find your points of difference, start with your points of contact, or ‘touch points’ in your company. Make a list. Business card, fax cover sheet, invoice, phone greeting, front door, home page, etc. Then look at what the competition does and ask yourself how you can do it differently. Just a little change can make a big difference, because your prospects are looking for those differentiators.
I still have a few more marketing mistakes and solutions up my sleeve so be sure to check back.
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