5-8-14 What is special or unique about your business?

In my experience, before you can do a good job marketing your business, you have to know what is special or unique about what you sell and/or the way you do business.

Some businesses are unique because there may be no one in the area selling what you have.  In that case, you have to be able to do a good job explaining what you have and why someone needs it.  And, you still have to offer good customer service so that people will come back and/or spread the word to others.

Most businesses are selling a product or service that others are selling.  Are you a massage therapist?  Lots of people provide massages.  Are you selling clothing?  Lots of people sell clothing.  Are you a restaurant or café?  Lots of people have a food service business.

So, the first thing I ask a business owner is: “What is special or unique about what you offer?”  It’s best to laundry-list as much as you can and really think about what is different about what you provide. Sometimes, the product may not be special, but the service certainly can be.

It also helps to sit down with some of your staff to do the laundry-listing.  I’m a great believer that it’s easier for people participating in a group discussion to come up with creative ideas, than it is for an individual.

Once you have defined all of the things that make your product or service special, you’ll have a much better concept of how to market yourself.