Every day you are exposed to more than 8,000 commercial messages.
How many do you remember? How many do you act on?
What can you do to cut through the clutter and get your product or service noticed?
Having a good service doesn’t matter. Having a good product doesn’t matter. Having good people doesn’t matter. Being cheapest doesn’t matter. So what the hell does matter?
Firstly, you have to be found when people are looking for what you sell. You need to be visible (physically and digitally). That means you need to ensure your website is sitting in the top three positions in Google for your chosen keywords in your business. Good SEO, social media and web design helps.
Secondly, you need to convert people who have found you with a strong, differential brand identity. If you’re not the cheapest (you’re probably not) this is the only thing that distinguishes you from your competition.
Just having ‘good people’ doesn’t cut it. I repeat – just having good people doesn’t cut it. Almost everyone I meet is good at their job. Or at least thinks they are good. Therefore being a good accountant, good solicitor, good doctor, good PR or a good dentist isn’t why people are going to choose you. Ryanair pilots possess the same skill as British Airways pilots. But I won’t fly Ryanair. Even if they are the cheapest. It’s just not for me. I’ve tried it and I didn’t like it.
Brand development, compelling design, tone-of-voice and powerful visual language is the fastest way to stand apart from your rivals when you can’t or won’t compete on price.
Thirdly, you need to be forefront of mind and associated with ‘what you do’. As well as being associated with your product and service you need to invoke a positive emotion too. It’s this emotional resonance that engenders brand loyalty, reapeat customers and goodwill. PR is the most powerful marketing channel for communicating this to your audiences.
So, if you aren’t going to compete on price…what makes you special?