How do you stand out from a crowded field without spending tons of money on advertising?
1) Give some serious thought to what differentiates you from the competition. We’ve all heard that we need our “elevator speech”–the 30-second infomercial that quickly tells people who you are and what you do. Your elevator speech should answer the question: “Why should I work with you instead of any of the others?”
- How do you get clear on what you can offer?
- Do you offer a product or service that others don’t?
- Do you have special training or certification that others don’t have?
- Do you understand what you are truly expert at that sets you apart?
- What core values do you have, or does your business reflect?
Once you know the answers to these questions, you will have the basis for your elevator speech. Stick with it—that is your story. That story is the one that will stick in customers’ minds and, if it sounds authentic, they will repeat your story to others.
2) Start a word-of-mouth campaign.
Word-of-mouth is free and can be your most effective form of advertising as long as your message is authentic to who you are, what you offer and how you help people.
3) Do you have a membership or club that offers discounts or other incentives to your loyal, repeat clients?
This gives clients incentive to continue coming back to you instead of trying a competitor.
Remember, though, almost no discount or incentive will be enough if your client is not satisfied with your service. Again, this is where your message must match what you deliver.
4) Give your clients incentives or discounts for referrals.
Create some kind of reward for your clients who share your message with others. For example, you might have special cards printed for your clients to give to friends and when their friends use your services, both your referring client and the new client receive a discount or incentive.
Be sure your branding and authentic message is clear on whatever card or piece you use so that your existing customer doesn’t have to do the work of trying to communicate who you are, what you do and why their friend should go to you.
5) Make sure you have good marketing materials to give to potential clients.
Your brochures, fliers, website and any other marketing materials must reflect your authentic branding so that people quickly and easily understand who you are, how you can help them and why they should choose you.
Some of these suggestions may cost a little money, but when you have the right branding message–one that is truly authentic to who you are and what you are an expert at delivering–it will be the catalyst to what makes you stand out in a crowded field.
With the right branding message—one that is authentic to who you are and what you are an expert at delivering—these inexpensive advertising suggestions will be the catalyst to what makes you stand out in a jam-packed market.
Laurie Polinski
Spinning Gold Marketing
