How to differentiate you and your business even in a highly competitive and crowded market.
One of the reasons (excuses) I hear a lot from business owners when queried about their performance is usually about competition. It always goes something like this: Griselda, you don’t understand! My industry is too crowded so I can’t stand out. It’s just too hard. There are too many people doing the same things I’m doing.
It is true that there is a lot of competition. In fact I could say the same. I am in one of the most competitive industries as well. I could easily decide to pack it in due to the level of competition out there. There are literally no barriers to entry in the services industry. Except for education and experience, anybody who feels they have clocked up a few years in one or the other or both is good to go. That is the simple fact.
So how can you stand out from the crowd?
The one thing every human has is a backstory, a story that shows just how vulnerable and normal you are. How you triumphed despite your personal adversities. This helps your clients to connect with you, giving them a reason to seek you out.People are not perfect so they struggle to connect with people who seem perfect. Its really a marketing positioning activity. I’m not talking about reality show sob stories. People are tired of that kind of “feel sorry for me” story. People however still love stories of how people empower themselves to overcome their obstacles. These stories are inspiring and make your business human and relevant to them. It activates emotions.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
The other thing about the backstory is also that it is always unique to you. Nobody has the exact same story. Its another check in your goal to be original.
You’ve got to be original. If you’re like everybody else, what do they need you for? – Bernadette Peters
Originality isn’t always about invention or doing something new. Originality can come from being you. That is one simple way that you can still stand out.
Below are just two of my favorite entrepreneurial stories. Obviously I love them and purchase their products because I love their businesses and can really identify with their stories.
Innocent drinks have a brilliant back-story of how they started their business. This story is inspiring and relevant to all people who are in corporate and want to escape to start an ethical and fun company just like the boys did. You can’t help but wish them luck. Read their story here: http://www.innocentdrinks.co.uk/us/our-story
Michelle Mone is the complete opposite to them. She is known to have left school at 15 with no qualifications. Going on to build a multi-million dollar lingerie empire. Michelle’s story is really relevant to any body with no education and propects and inspires everybody to pursue their dreams despite the difficult start. Read her back story here http://www.michellemone.com/about-michelle
There really is no standard story that works. It just has to be you.