Your potential clients have three options other than hiring you.
- Do it themselves - doesn't help you.
- Find someone else other than you to do it.
- Do nothing.
What's going through ther minds is probably something like this:
"Why should I choose you rather than the next person? When I think about it, maybe I can do it myself and save a ton of money".
If everything you do or say is the same as your competitors, then one of you is not necessary.
Unless there's a really high demand for your service and a shortage of providers like you.
If I have several massage therapists lined up in front or me, or several organizers, or several coaches, tell me why I should pick you. If you don't give me a good reason to pick you, I'll probably pick the person with the lowest fees.
Why should I pay more if you don't give me a good reason to do so?
Setting yourself apart is almost never about what you do but more often it's about WHO you are and HOW you do things. It can be the theme you organize your business around, or something about your personality, or something in your background.
One big mistake I see people making is using price as a way to set themselves apart.
Don't do it!
Using price is not a good option, unless you're the 99c Store or a huge corporation that can turn over huge volumes of products in order to meet their revenue goals.
If you say you're the least expensive dog-care facility in town and you use that as part of your branding, what happens when another facility comes into town and undercuts your prices? You have to go even lower to maintain your image. It's a race to the bottom.
That doesn't mean you can't have special time-limited offers. Of course you can. That's different from promoting permanently low fees.
Another thing that doesn't work so well is saying: "I'm honest," or "You can trust me" or "I have integrity" or any of those admirable qualities that people want.
Those are qualities that people recognize AFTER they've had the experience of working with you.
If you really do embody those qualities, let other people claim them for you. Get testimonials that say so.
If you try to claim them for yourself, people are likely to be skeptical. In their minds they'll go : "Oh yeah!" After all Bernie Madoff probably claimed you could trust him! And look what happened to his clients.
It takes time and commitment to dig deeper than what you do to find out what might set you apart, attract YOUR ideal clients to you and to figure out what will what will resonate with them that will make you their ideal service provider.
But it's worth it.
Your message will be that much more precise and people will understand why they need YOU!
And that's one key to getting good clients.
If you need help with this, I have a module that helps you get your arms around this information in detail. To find out more, email me at Maggie@MyMarketingMessage.com or call me at 805 965 9173 and I'll tell you more.
Copyright 2015 Maggie Dennison