How to Make Your Business Stand Out from the Competition
When I first started building my business (the marketing firm I co-founded and grew to a multi-million dollar level), it seemed like a daunting challenge, to say the least.
On occasion, it felt near impossible to give my clients excellent service, manage our accounts/ software/subscriptions, and actually put effort into growing and expanding my business at the same time.
It seemed like all my competitors had been doing it forever, and they had so much content (client testimonials, beautiful portfolio examples), while I was just getting started.
I didn’t have many of those
I would ask myself, “Why would someone choose me over my competition?”
After all, with over 30 million small businesses in the U.S., the sea of competitors is nothing short of massive. Though they’re certainly not all my (or your) competitors, the white noise generated by so many advertisements, social media posts, billboards, commercials, and mailers is enough to deafen any light-hearted attempt at getting a business noticed.
So what can you do differently?
How can you stand out?
How do you trudge through a jungle of competition where everyone claims to be “the best”?
Most business owners ask themselves these questions at some point (or many points, if they’re looking to build an ongoing, successful business), during their business lifecycle.
Maybe you’re just starting, and need to stand out among already-well-established competitors?
Maybe you were once at the top in your field, but now there’s new competition on the block?
Maybe new lead acquisitions are stale, and you’re not entirely sure why?
Wherever you are on your business journey, there are key ways to raise your banner above the rest when it comes to getting noticed and attracting your ideal clients.
No, I’m not talking about outspending your competitors with ads (there’s usually someone willing to spend more) or bashing the competition (no one likes a low blow).
I’m talking about a long-term strategy that puts you in the eyes and minds of the premium, high-end clients that are going to help grow your business.
I’m talking about ways to build long-term relationships, and outperform the competition by doing things differently, authentically and wisely.
If you’re ready to open your arms to an abundance of leads who are dying to work with you and willing to pay a premium price for your services, it’s all possible. Trust me.
Here are 4 simple ways to stand out from the crowds, and attract the clients you want and need to grow your business.
1. Analyze what your competition is doing well
Marketing, customer service, pricing, website…what is your competition killing it at, and where are they falling flat?
Let’s say you’re a graphic designer just entering the market. What are your long-standing competitors doing now that’s earning them success?
Are they targeting certain niches (automotive, health care, non-profit, etc.)? Think about other industries in-need that could use your targeted, spot-on design care. Are they partnering with web designers or printer shops? Make a list of ways you can expand your services and add value through other types of partnerships.
Dig deep. Comb through your competitors’ websites, social media pages, testimonials, portfolios and review sites. Learn about what they’ve got on lock-down, and where you can clearly navigate to the front of the pack.
2. Find opportunities where your competitors are lacking
Ask yourself: What do my buyers NOT like about my competition?
It might be pricing, services, procedures, personality, communication…
If you were to audit 3-4 of your top competitors, what would they all have in common? After that, what are their customers left craving?
That’s where you come in.
Take a good look at competitors in your field and determine what you can do differently, and well. Use your unique talents, along with knowledge of what’s already out there, to provide an experience that’s both remarkable and unparalleled.
In other words, where are the holes? And how can you acutely, effectively fill them?
3. Get to know your ideal customers
Imagine this: your ideal customers are struggling with a specific set of problems that only you can provide a solution for.
Sounds pretty great, right?
And it’s actually not far from the truth. IF you know who your ideal customers are, where you can find them, and how you can help them reach their goals in a unique way.
Some questions to ask yourself:
What does my target audience struggle with that others are not addressing?
Where does my target audience spend their time and money (trade magazines, websites, etc.)?
What would my target audience classify as “above and beyond” service? And how can I provide that for them?
Dive deeper into profiling your ideal client here: Define Your Ideal Customers and Rapidly Increase Your Income
4. Create signature systems or packages
How can you show your clients that you offer one-of-a-kind, premium services that no one else in your field could possibly offer?
By creating one-of-a-kind, premium packages.
Creating and naming your signature packages — that are tailored to be relevant and meaningful to your target audience — gives you a tangible product that your clients recognize and visualize.
And giving them memorable names is a necessary step.
Naming your signature offerings helps differentiate your business from competitors, and carves a space in your market that’s truly and uniquely yours. It also makes them easier to sell by turning an intangible service into a more tangible productized offer.
Want to read more about using a premium pricing strategy to stand out from the crowd? Visit: The Surprising Reason You Should Charge a Premium Price for Your Services
Ready for more?
Book a free Business Breakthrough session with me and let’s talk about how I can help you start attracting more high-end leads and getting the premium clients you’ve been dreaming of. Or you can register for my free masterclass, The 5 Simple Steps My Clients Use to Attract High-End Clients at $3K – $10K Prices, using the button below!