“Live daringly, boldly, fearlessly. Taste the relish to be found in competition – in having put forth the best within you.” ~Henry J. Kaiser
There will always be the competitor in the next lane, down the street, or even across the globe. What’s important is to not hyper-focus on them, but to focus on you and your business.
We all need to find our own niche, our own angle, what is unique about your own idea, service or product. For example, take a look at Richard Branson.
Richard Branson launched head first into an already heated, overly competitive airline industry when he decided to start his own airline. I know, crazy, right? Well, hold on.
His idea was based on a unique need he uncovered when flying other airlines (specifically, British Airways). It occurred to him that he could offer relaxed, unpretentious airline service that uptight British Airways could not. And so, Virgin Airlines was born.
Rather than shy away from competition, Branson found his unique niche, and customers soon followed. Now, he is able to pose for pictures with models standing on top of an airplane and write it off as a business expense. Now, that’s my definition of the opposite of stuffy!
But, I digress. It all started with his looking at the competition and determining what was missing, could be made better, or simply finding a different approach.
So, what are you doing with your marketing that is unique and different?
I propose the following challenge: Set 5 top priorities for the next 3 months for your business that you can market as different – different from your competitors and uniquely your own.
To begin, take an hour or two to identify the five top marketing priorities that will help define your niche and how you will achieve them. For example, it could be as simple as writing new copy for your home page which explains why what you have to offer not the same as anyone else’s. Another example might be a new ad campaign focused on your business’ own point-of-view. Some of these may take budgeting or the expertise of your design agency (hopefully, us!), but there are so many ideas that will take a little bit of your time, cost little, but pack an enormous punch. Again, just take some quiet time to really think and plan it through.
Next, write down your five initiatives, and for the next three months, post them everywhere you can see them. We’re talking … in a frame next to your desk, on your bathroom mirror, hanging on the wall next to your bed, as your computer screen saver, printed on a tee-shirt, on your spouses forehead – you get the idea! I want them to be in front of you all the time for the next 3 months!
You may be surprised just how quickly you will get these ideas completed.
To quote Napoleon Hill, “What the mind of man can see and believe, it can achieve.”
Good luck … now, let’s get to it!