Be Brave be Different – Defeat the inner School Boy/ Girl

 

As a Business Coach I often hear the phases that “its hard to be different” or “People just come because or the service we povide” – both of these comments are of course usually true, they are also potentially what will kill your business or prevent the growth that you want. This is particularly true of businesses that see themselves as a profession rather than a business like health businesses, accountants, lawyers and other service professionals (interestingly including advertising businesses).

Being different is about being brave – standing out from the herd of other businesses who do exactly what you do. Unfortuntely right from school we have been taught to do the opposite – blend in – to stand out is dangerous, you might get selected, picked upon or abused. Therefore many business people choose to allow their businesses to do just that – blend in.

The consequences of not standing out can be dire – your business will only grow within its immediate circle of referrers or people with the specific and urgent need for your product at the exact moment that they see your advertising or walk past your shop. When economic times are quieter this group of customers gets smaller or simply have less business for you!

When choosing to stand out think of three things:

1. Passion – What are you and your team passionate about, what when you talk about it makes you mouth turn up and a twinkle appear in the eye?
2. Excellence – What does your business do better than anyone else – what is the story behind that excellence and how can you tell that story? What can you be proud of if you were always the best at it?
3. Money – What are you most efficient at or drives the highest margins for your business?

Brainstorm these three aspects of your business and see what you have, define it and scream it from every advertising and communications channel you have! If you feel uncomfortable about what you have found you have probably found the right thing – especially if you think that someone in your profession will talk about it!

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