October 18, 2009

How to avoid being a copycat

photo by Armando Maynez

I think the reason there seem to be so many copycats out there, is that it does takes real effort to come up with an offering that is different to what’s available already.  It’s so much easier to just cut and paste and hope no-one notices.  But we do notice!  And these people don't do themselves any favours by engaging in such slap dash, lazy behaviour.  After all, if they can’t be bothered to work at presenting their business, how do we know if they can be bothered to provide good service to their customers?

Original ideas are hard to come by in the small business field, but it is still possible to put a different twist on your offering and stand out from the crowd – if you give it a bit of thought.

Packaging – what can you do to make your products or services stand out? Think about how you could add value, supply on different terms, over a different time period, or perhaps bundle several of your products together.

Target Market – if your competitors are targeting, say, accountants, why don’t you tailor your product for holistic therapists or chiropractors.  Even though it may seem scary to just target one group, it will actually make your marketing efforts a lot easier.  (And it doesn’t mean you can’t sell to accountants if they ask!)

Niching – One of those magic words that very few of us really understand!  This is what I think it means.  I’m a business coach and I work with owners of small businesses who have been going for a while and want to do more than just get by.  But they’re stuck in some way – that’s where I come in!  There are coaches who concentrate on personal relationships, on career issues, or on parenting.  I don’t do those.  I have my niche, other coaches have theirs.  What is your niche?

USP – Another magic term, this time it stands for Unique Selling Proposition.  This is really about what makes you different from all the other suppliers and providers of what you do?  Are you faster, more local, easier to contact, more reliable, cheaper, better quality?  And you’d better make sure you can prove it!  Provide testimonials and case studies to back up any claims you make.

Take some pride in putting your offering together, find ways to be different and to stand out from the crowd.  Put your personal stamp on how you present your product or service, then no-one will be able to accuse you of being a copycat!

Have you found a way to be different in your business?  Please share by commenting below.

 

 

Categories: Marketing

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