A couple of weeks ago I gave a talk to a group of Wedding Planners. It was an unusual occasion, as everyone in the room did the same thing and could, potentially, be the next person's competition. Hmm.tricky. So, as part of the proceedings I asked everyone to talk about their USP, why they are different - and really make everyone else in the room grasp their brand. It was a fascinating exercise, as it soon became obvious that everyone was unique. Some times these differences were geographical, sometimes they were due to target market, or that target market's budget, and now and again they were just down to personality.
But it emphasised how important it is that you stand out from all the rest, both to potential clients and customers, but also to press.
But, how, exactly do you do that? Here are some suggestions.
1. Look at your competition. Access as much info on them as you can and start a folder on them. Look at their websites, brochures, or even mystery shop (or get a friend or colleague to do it for you) so that you can experience them first hand. One of my own clients owns a chain of Indian restaurants but still eats at one of his competitors venues at least once a week. Of course they know him now, and they know that they are being judged, but it does help him to keep an eye on what the competition are doing, and make sure that he's staying ahead.
2. What do you do differently? What do customers remember about you, and indeed why do they choose you above your competitors in the first place? Is it strong enough to become the crux of your press campaign?
3. What can you do to make that difference stronger, or, if it's just not enough, what else can you do? Find your strengths and embrace and shout about them. There are other people offering PR training as well as myself, but many of them aim at the corporate market, whilst others do it as aside to their day to day business. My difference is that I work with small and growing businesses and this is my main business, not something I've tacked onto something else. When I tell this to the press they can see a difference straight away, and it works.
Very Best Wishes, Paula Gardner
http://www.doyourownpr.com
http://www.divinepublicity.com
Paula Gardner is a PR and media coach and the author of Get Noticed: How to Boost Your Small Business Profile in 30 days. For a free weekly newsletter on how to attract new customers and clients and raise your professional credibility and visibility visit:
http://www.doyourownpr.com/subscribe.asp
But it emphasised how important it is that you stand out from all the rest, both to potential clients and customers, but also to press.
But, how, exactly do you do that? Here are some suggestions.
1. Look at your competition. Access as much info on them as you can and start a folder on them. Look at their websites, brochures, or even mystery shop (or get a friend or colleague to do it for you) so that you can experience them first hand. One of my own clients owns a chain of Indian restaurants but still eats at one of his competitors venues at least once a week. Of course they know him now, and they know that they are being judged, but it does help him to keep an eye on what the competition are doing, and make sure that he's staying ahead.
2. What do you do differently? What do customers remember about you, and indeed why do they choose you above your competitors in the first place? Is it strong enough to become the crux of your press campaign?
3. What can you do to make that difference stronger, or, if it's just not enough, what else can you do? Find your strengths and embrace and shout about them. There are other people offering PR training as well as myself, but many of them aim at the corporate market, whilst others do it as aside to their day to day business. My difference is that I work with small and growing businesses and this is my main business, not something I've tacked onto something else. When I tell this to the press they can see a difference straight away, and it works.
Very Best Wishes, Paula Gardner
http://www.doyourownpr.com
http://www.divinepublicity.com
Paula Gardner is a PR and media coach and the author of Get Noticed: How to Boost Your Small Business Profile in 30 days. For a free weekly newsletter on how to attract new customers and clients and raise your professional credibility and visibility visit:
http://www.doyourownpr.com/subscribe.asp
posted by Paula Gardner at
2:45 PM
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