What would you say differentiates you from other competitors in your space?
Crickets.
This happens almost every single time we ask our clients this question in our Kick-Off Call.
And it’s because we struggle to identify and acknowledge that we are unique. We’re told that we’re just like everyone else, there’s nothing that separates us from the competition, and we’re simply a [insert role].
And hopefully, you don’t actually believe that to be true.
But when it comes to building out your marketing and communications, it can be challenging to figure out what that specialness is.
So what is it that makes you unique? It’s a combination of both tangible and intangible factors.
The Myth Of Complete Uniqueness
When you look at your uniqueness, you may be approaching it entirely wrong. You don’t need to be completely different from everyone else. Simply a little. Instead, consider approaching this concept this way:
- Choose 1 area where you are unique from everyone else
- Identify why your clients come back to you over and over again
- Consider how you are distinctive in the marketplace
For example, FocusCopy is a copywriting firm. And there are thousands of copywriters around the world. Plus AI is apparently your artificial copywriter. So how do we differentiate ourselves?
There are several angles we could take:
- We are systems-oriented – especially starting with our brand messaging process
- We equip our clients with the tools they need to scale their copy
- We’re entrepreneurs wanting to see other entrepreneurs be successful
We’re also human. So emotional writing, storytelling, and authenticity come naturally. But if you’re wondering how to find your true differentiator, let’s look at a couple of angles.
Find Your True Differentiator As A Service-Based Entrepreneur
You’ve probably been hearing a lot of talk about “being authentic”. But what does that even mean?
Authenticity means more than adding a tagline to your brand with “trust” or “honesty” built in. Discovering your authenticity is also more than sprinkling in power words throughout your marketing to stand out.
Ask yourself 3 questions to cut through the noise and refocus on your true differentiator…
Why did you get into your business in the first place?
What problem do you actually solve?
Think of a client story where you felt genuinely connected. Why was that?
Whether you understood your client on a deeper level, learned something new, shared a laugh, or were able to ease their concerns, every part of this process is your true differentiator.
Let Your Expertise Tell A Story
Maybe you’re a rockstar, a legend in your field. You have the education, experience, and authority in your space. Well, you may want to lean in on your expertise.
There are several ways you can display this throughout your marketing, including:
- Showcasing your specialized training and/or certifications
- Boasting credentials of your entire team
- Highlighting your unique blend of professional experiences, even the ones that may not have been your favorite
Highlight Your Unique Methodology & Approach
You may not have the credentials, but you sure do have a unique process that has proven results that your target audience could only dream of. If this is you, it’s time to go heavy-handed in your marketing regarding your process.
So do you have a…?
- Personal framework
- Proven process
- Unique service delivery style
- Original philosophy
Infuse your brand personality while showing how your methodology can drastically improve an outcome.
Because here’s our thing…it’s possible to use AI writing in your marketing by:
- Setting up your copy documents for optimal workflow
- Organizing your thoughts, words, headlines, and content messaging
- Completing a strong first draft aligned with your brand package (you’ve got that handy, right?)
- Making adjustments with edits, revisions, suggestions, etc.
- Ensuring a second pair of eyes have reviewed and approved of your writing
But most people won’t because it’s a process that still takes time and effort to produce what you want, when you need it.
The main takeaway here is to develop, refine, and repeat your process to continue delivering results you’re proud of.
Feature Client Experiences
Instead of investing so much of your time on marketing, let your customers do the talking through written or recorded testimonials. Decision makers want to see that you’ve done this (whatever this is) successfully for another customer. They won’t see it as a marketing ploy, but rather a testament to your process, delivery, and overall service.
As you’re looking through testimonials, look for common themes. Do they comment on your…?
- Communications
- Relationships
- Problem solving
- Ability to go above and beyond
- Delivery
When you narrow in on what they say your true differentiator is, make that the focus of your marketing message.
Discover Your Personal Edge
Especially as a service provider, your personal edge is not something to sleep on. Ask yourself, when was the last time you conducted a self-audit? Ask yourself questions to identify your strengths, how you were able to achieve success previously, and how your origin story shaped your work. Infuse a little you (or a lot) into your marketing with your audience in mind.
When I first started FocusCopy, I had some experience and was just starting to build the process that you know today. So I had to lean into my personal edge big time. It started with me discovering how important copywriting was when I was a full-service digital marketer.
If you’re just starting out, this may be where you need to focus your messaging.
Your Guide To Marketing Your Differentiators
Once you find your true differentiator, now is the time to actually put it into your marketing. But where do you start?
- Build your unique selling proposition
- Test different messages and angles
- Develop case studies that combine client experiences and your unique process
- Reiterate your uniqueness in every single piece of communication
- Collect testimonials to use in your marketing
Don’t have a differentiator? Look introspectively first, then ask people around you (like your customers, strategic partners, and business best friends) for help on identifying it.
Turn Authenticity Into Action
As you continue in this digital and AI-driven world, it’s even more critical to learn how you differ from your competitors. Not sure where to start? Let’s grab a virtual coffee to dive in deeper so you can embrace your authentic brand.
