Sometimes it seems that there is nothing to distinguish you from all the other advertisers in your category.

Internationally recognized creative expert Jeffrey Hedquist of Hedquist Productions says, “Your potential customers are looking for ways to differentiate you, so they can make a confident buying decision. And no, your 45 years in business, free parking, helpful staff, wide selection and competitive pricing won’t lift you above the crowd.” “Unless you clearly define what makes you special, and share that with your employees, media reps, and the public, your advertising just won’t stand out”, says Hedquist.

How can you stand out?

First, assume the mindset that you are unique, that you have qualities, processes, stories, approaches, guarantees, and ways of doing business that are different from those of your competitors. Secondly, be determined to define your unique qualities. Thirdly, promise to tell your story in a compelling way to your audience. This is where your staff, consultants, customers and media reps can help.

This mindset will help you communicate your personality and will make it easier for customers to choose you.

Digging Out of The Parity Pit
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