How to make a difference
How to make a difference, If you want to be noticed in your market then spend time and effort and maybe even some money determining and even promoting how and why you are different to the others out there and the benefits this will deliver to people who employ your expertise or buy your services.
These differences shouldn’t just be a set of potential USPs, they need to be a fundamental to how you work, that way they are far more difficult for your competition to replicate, or worse still claim they can do.
People always want to be “significant” to an audience, but to do this it’s not about frequency of communication or repeat promotion, it’s all about how relevant and how much of an impact what you do and how you do it is to that audience.
When I started off working in the mobile marketing sector, I fell in to the trap that most people seem to fall in to and that was to tell everybody how good I was and that the team I had was fantastic at programming and as a combination, we were a virtually unbeatable team, but what I realised was that people actually didn’t care about me or my team, they did not care that we were a long-standing business with huge experience in all aspects of design and marketing, not just a bunch of programmers and that I have full time employees, our own substantial office with design and photography studios, so we could genuinely deliver the service in-house.
The reality was and still is, that we were being used whenever we were in a sales situation, sometimes to beat down the price from an existing supplier, other times to see what ideas we could come up with and worst of all in my opinion, to do concepts or trial projects free to prove our ability and if would work as a concept for that client, which I just will not do nowadays.
When I realised what was happening, it was not easy to change things, especially as the sales people didn’t want to upset prospects (that were not spending money with us or were not paying anywhere near what they should be paying).
The reality was and still is today, is I never want to be out there selling to a market, the main focus of our promotion is based on helping potential clients before they ever make contact with us and before we try to make contact with them, this way we can invest our time and money not travelling to meetings in London, or on design ideas and marketing strategies that may never be adopted, but on our own activities and showing how we work, why and what it means for efficiency.
The basic principle I and the teamwork to is that of partnership, we don’t want clients because you never truly work in harmony that way.
USPs are too easy to copy and even if they are really unique, there is little or no way for people to realise and appreciate them when those wanting a slice of your market try to copy them; words are easy to say, but fundamental working practices, expertise and ethics are almost impossible to copy.
Just take website.co.uk, the aim with this site is to give information to people who want it, without an obligation to pay for it and even though I invest significant time and money in to this, every hour and £1 I invest on this I enjoy because I am helping people, whoever they are, wherever they live or work and even what ever their budget is.
And let’s be honest there is no pleasure being stuck in a traffic jam on the M1, in stop start traffic in London, paying the congestion charge or £40 to park.
We always have people ask us what do we use on this site, so here are a few of the most relevant service providers:
- To manage our audience and email communication we use: Infusionsoft
- For most of our images, we use: Shutterstock
- Our web hosting and domain registration is done by: 123-reg and Realhosts.
- To automated and centralise our social media we use: HootSuite
- To help with SEO and lead generation we use: Webfire
- Video on this website is hosted on: Wistia
If you would like to find out more about any of the providers listed above, we review them honestly, provide details of alternatives (as they may be more suitable for you) and also other services we use in our resources section.