Dare to Be “Different” – It’s the Buzzword Right Now

August 29th 2024

No matter who you pay attention to online or what industry you’re in, everyone is preaching the importance of highlighting what makes you special. Gurus in all fields recommend that you find what makes you different and point a spotlight at it. 

Not only does this help catch the attention of potential customers, but it begins to position you as the superior choice.

This is true whether you’re posting on your website or blog, LinkedIn, Instagram, TikTok, a podcast, or some other platform.

Right now, different is good. Different is what you should be leveraging.

So, how, exactly do you do that?

It starts with determining what is different about you as an entrepreneur or business owner, or what makes your company a standout.

Step One – How are you different?

To determine what makes you different, you’ll need to do some basic competitor analysis.

Basically, you need to list all of your direct competitors and then conduct a SWOT analysis. A SWOT analysis consists of four elements:

• Strengths
• Weaknesses
• Opportunities 
• Threats

Take your list of your competitors and assess them on each of those factors. 

What are each competitor’s strengths – what can they offer or claim that you can’t? 

Then, what are their weaknesses — where can you beat them? 

If you can spot where they could make headway, list their opportunities (said another way, think about what you would do in their shoes to grow their company). 

And then list where they may soon run into trouble — the threats.

You may have to do some online research, or even ask your customers for feedback on your competition in order to evaluate how you stack up.

Once your SWOT analysis is completed, take a step back and think about your own strengths, weaknesses, opportunities, and threats, paying particular attention to your strengths and opportunities.

What can you promise that no one else can? What technique or skill do you have that is better than your competition? What conveniences can you offer that no one else can? What degree or certification do you have? What testimonials do you have? Success stories?

What makes you different and sets you apart from everyone else that your customers value?

Step Two – Position that difference as superior

Now that you’ve zeroed in on your differentiator, you need to educate your market on why that difference makes you the better choice. Don’t assume they understand how your difference is a competitive advantage — spell it out for them.

For example, your central location means that you can provide faster delivery. Your newer equipment delivers better results. The training you invested in means you understand all of the issues surrounding your customers’ problems and can make more informed recommendations. That award you just won confirms that more customers prefer doing business with you.

Think about how your differentiator is better for your customers, and then tell them. 

It’s always better to emphasize the positive about your capabilities or offerings than to speak poorly about your competitors. So, keep the focus on you and your business by highlighting what makes your approach, products, or service better than other alternatives.

Step Three – Leveraging the difference to win more business

Many customers today are skeptical. Sure, you can claim your solution or approach is better but they won’t necessarily believe you. 

However, they may be swayed by:

• Facts and figures — cite statistics from legitimate sources to make your case
• Customer success stories — record short videos of customers talking about the work you did for them and why they’re so happy with it
• Publicity — look for opportunities to be quoted in the media, interviewed on podcasts, or mentions in blog posts
• Endorsements — do you have other businesses you’ve collaborated with who can sing your praises?

Now that you’ve uncovered your competitive advantage — what makes you different and better — the key to success is repeating it and making sure potential customers understand why what makes you different makes you better for them.