subject: 6 Mistakes That Ensure Your Business Will Never Stand Out [print this page] To help make your business distinct from your competitors, you have to describe it in a way that attracts interest.
The problem is most businesses - even very large corporations - fail to be memorable because they make one of the following mistakes.
1. Being generic: If you are a mechanic, don't tell people you fix cars. Almost anything you can say would be better than this! What type of cars? Do you want to specialize in a type of car problem? Do you want to offer some sort of extra value? Whichever it is, don't settle for being the same as everyone else.
2. Labeling yourself: Your positioning should not focus on you or what you do. Focus on the benefit for the client. If you're a dentist, for example, don't make that the focus of your positioning.
For example, "Joe Smith, dentist" is just a label. A much better start would be: "Helping you get a nice smile and live a healthier life".
Don't think about yourself; think about your customers. People respond well to those that want to help them. Talk about the benefit rather than using a label.
3. Being self serving: Although you're probably in business to make money, you hopefully want to help people in the process. So focus on them. What will your product or service do for them? Think about it as though you were somebody considering buying your product or service and identify what you would want?
Here's an example of what not to do: "The number one dentist in Springfield" is just bragging. Although that's a very typical marketing message, it won't give you the results that a message revolving around a benefit will provide.
What would you be looking for from a dentist? You might be looking for relief from tooth pain, or for tooth whitening. You might be scared to death of dentists.
So, you want to incorporate those benefits into your positioning: "Your toothache fixed pain-free".
4. Making it too long: Your positioning should be easy to remember. If you make it a long paragraph, no one will remember it! Also, if you put too many benefits in it, it won't seem so believable.
5. Making it too short: It has to be long enough to convey a benefit that people will understand. Here is a bad example: "Solving your problems by the end of the day".
This could mean anything. Does it relate to car problems, back problems, business problems? A potential customer would have no idea.
Target your audience so that they know what you offer. Just inserting a word makes the previous example a much better start to a positioning: "Solving your copier problems by the end of the day".
6. Being too broad: Good marketing is specific. Vague statements like "save time", "save money", or "quick results" aren't really going to get you far. Be specific. If you can save someone time or get quick results, state it.
And if you can use a number, that's even better. For example: "Solving your copier problems in 24 hours or less".
To find a distinctive positioning, you will have to search hard for the real truth about your business.
That's the reason most businesses don't do it.
But although it might be easy to wave it off, creating a positioning is one of the most valuable elements of your marketing and costs the least to create.
When you have decided your positioning, it will ultimately aid in helping prospects understand how you can help them.
This will grab their interest and hold it much better than any cute slogan or self-serving ad.
When you come up with a distinctive positioning, your marketing will stand out from the rest.
