The word ‘famous’ is a powerful selling word - yet few understand its real meaning.
We
live in an unforgiving and competitive world where anything that appears
different has most likely been done before. What are you famous for?
What differentiates you from your competition in a way that’s relevant
and meaningful to your clients?
The
challenge is to stand out in a competitive marketplace by matching your
services with the needs of potential clients, better than the
competition. This is why it’s important to concentrate on what you do
best. If you ignore your uniqueness and try to please everyone, you
quickly undermine what makes you different. The ‘all things to all
people’ offer doesn’t work for specialty business. Attempting to compete
with the big end of town that wants to own the whole town will put you
‘out of town.’ It’s better to identify a niche with the goal to build a
brand that stands for the best in the market.
If
you don’t have a brand then you are a commodity. If you are a commodity
then price is your only master. Here what I mean about finding your
niche.
A
few years ago, during one of my business seminars, I asked the audience
“what their business was famous for?” I got no reply. So I rephrased the
question. “What was their best selling product?” Liam Richards who owns
‘Mick’s Meat Barn’ on Queensland’s Sunshine Coast put up his hand and
replied, “our beef sausages!” I asked him why. He told me that “they are
home made pre war sausages like my grandma used to make.” I suggested
he market them as ‘our famous pre war sausages’ and enter them in a
competition for a recognition award. Some time later Liam called to
inform me that ‘Mick’s’ had won ‘Queensland’s best beef sausages Award’
at the Brisbane RNA Show, which generated considerable publicity. His
sales of beef sausages doubled because they became ‘famous’ and he soon
owned the beef sausages category in his market. And because of the
‘free’ publicity, won more awards and profile for his business.
To
be the best, you need to do what you do better than anyone else, and
then let everyone know. Find a niche and make yourself and your product
‘famous’.
Do
you want help making your business famous? I am going to offer 4 lucky
businesses the chance to work with me to make yourself famous.
If you are interested please enter your details here and I will be in touch shortly to discuss your eligibility.
If
you're in Brisbane come and see me this week at the Queensland Camping
and Caravan show (8th – 14thJune) Brisbane RNA Showground.
I'll
be selling my ‘famous catalogue of terrific touring tunes’. The Music
for Cruizin’ brand is building nicely with ten double albums in the
series and dozens of easy listening radio stations around the country
playing my albums. And you won’t have difficulty finding my Music for
Cruizin’ stand at the show – just listen for the music. It’s what I’m
‘famous’ for!
