Defining Yourself against Your Competition
By Martha Whittle

It was just a few years ago you made the big decision – “I have a passion and I’m going to pursue a career as a coach or consultant doing it.” What you did before that decision was dropped. You realized you had the talent, the knowledge and the ability to do what you wanted. You decided it was time to start your own business – because, of course, you knew it was unique and valuable in your community. Hmm… a few years later you sit wondering, where did Joe with the same business come from down the street? And how about Suzie on the other end of town? Or, perhaps you are the Joe’s and Suzie’s of the world – you’ve seen a great potential and you’re going to own it. No matter what the case, you need to find a way to set yourself apart from the competition.

As we talk sales amongst our BizXcel office these days, we start to contemplate how we can define ourselves and achieve our goals. Our team has put their heads together and came up with some great ideas to advance us beyond our current marketing and sales position (which is definitely nothing to frown upon) and into the “new century” of owning what you do. So for today, I’m going to pass on a few of our deepest secrets that rest between our walls and hope that you can reap the rewards as well.

1. Create amazing “Icebreaker” packages.

Idea:
Your clients know you, but do they know what you’re capable of. Or how about people out there you know would seek rewards in your talents, do they know you exist? It’s time to put it all in a package. I’m not talking about printing off some handouts and mailing them out to current and potential clients. I’m talking about getting creative. As we discussed “Icebreaker” packages with our team, our boss leaked out ones he has done in the past. Being a consultant that works on teams and personal development within companies, he used to package up some Play-Doh and slap a sticker on it: “Let us mold your future.”

Action:
What’s your specialty? Take a moment to think of an “icebreaker” that will work for you.

2. It’s not a Business Card, it’s an Ad Card.

Idea:
Business cards aren’t the be all of your company. Have you just released a new product, new promotion, new anything? With our recent launch of www.GettingToSomeday.com, we have people asking us everywhere… what is it? Well, I can’t just hand them my business card that states “Marketing Assistant” at BizXcel and expect them to remember what we’ve talked about. Instead, we’re making Ad Cards. Otherwise known as, business cards that have the details about our “newest thing”. The design has multiple possibilities; we can add the website to one side with all the details on the other, or just a logo and the website with our latest product on the reverse, etc, etc. The point is – it doesn’t matter who in the company is talking about Getting to Someday, as long as they have an Ad Card on them, they can send the potential customer to the site and not worry about losing them because they don’t have a follow-up item.

Action:
Take a moment to distinguish your hottest thing and get an Ad Card made to suit it.

3. Get in front and personal.

Idea:
You’ve probably heard of them before, if not don’t be afraid to Google them, but webinars and teleseminars are the in thing for business owners. First, it gives you a chance to get in front of your audience and let them hear or see you – “get more personal” as I like to call it. When a voice or person is put to a product or service, it is easier to trust what is being offered. Second, it gives you a chance to offer a sample of what you do or have to offer – give away some valuable information, but make sure it’s just enough that they have to purchase whatever else you have to offer. Third, it offers an opportunity for free content on your website or in your office – make sure you record whatever you do and put a link on your website to hear it again, or burn copies onto a disk and offer it to clients stepping in for their free consultations.

Action:
Consider it a free ‘generic’ consultation. Find your markets pain points, examples of people you have helped in the past, and maybe the first step in getting over it. Whatever your formula is, take it and advertise it to your online contacts or put it in the local papers for others to join. Don’t forget to capture your audiences names as you can do follow up personal calls later!

Whatever methods you choose, be sure to put your creative foot forward. You want to put “you” into your marketing. Don’t settle for the typical advertising everyone else is doing, stand out against your competition. Whether you choose to use our secrets that were offered today, or something you’ve developed on your own, remember that defining yourself against your competition isn’t going to be easy; don’t settle for less when it comes to defining who you truly are and what you have to offer.

For more information please contact Gary Gzik at ggzik@bizxcel.com.

Martha Whittle is a Marketing Assistant for the business consulting company BizXcel. She has past work experience in the accounting and marketing fields. More recently, she has expanded her marketing background to include internet marketing, graphic design and Illustrator.