One of the pillars of marketing is differentiation: standing out from the crowd, having a unique selling point and a one-of-a-kind brand.
But how far are you willing to go to be different?
“Sameness” is safe
When growing up, we’re taught to follow the rules of polite society. At least I was. We cover our mouths when we cough, take turns in games, and walk, don’t run, with scissors.
Then in our teenage years, we run headlong into peer pressure. If we don’t dress, talk and act like everyone else, we’re treated as an outsider.
Sadly, we carry these lessons into adulthood, when sameness isn’t always rewarded.
“Differentness” gets noticed
Running a successful business requires courage and conviction. Because you must be willing to stand out from the crowd. You must throw all your “sameness” training out the window and step into your own.
What makes you different?
Why should anyone listen to you?
What unique benefits do you offer?
Do you believe in yourself enough to put everything on the line?
Answer these questions, then boldly market your “differentness.” Step away from the crowd. If they zig, perhaps you should zag. If they’re traditional, maybe you should be unconventional.
How far are you willing to go?
Can you offer a bigger discount? A stronger guarantee? Or a bolder premium?
What can you do to put yourself on the fringe of your industry? Can you create a colorful brand? An unconventional personality? A contrarian viewpoint?
Whatever it is, you must believe in it wholeheartedly. Then run with it. Because let’s face it, when you’re in the middle of the pack, it’s hard to see you.
Focus on your “differentness.” Pull away from your competition, and you’ll be much easier to find.
photo credit: AdamKR
