There is very little under the sun when it comes to starting a business. In fact, most areas are over-saturated with other businesses offering the same services and most often to the same people. So just how do you get a leg up on the competition to become the choice of those you most want to work with? The answer is the one thing that most entrepreneurs try to avoid… becoming an uber-focused niche. I want to share 4 key ways to stand out by narrowing the scope of your business.
- YOU. The one thing that is not like any other business on earth is what you and what you individually bring to the table. There is only one you, lean into what makes you different as you serve clients. Be yourself. Talk how you talk. Dress how you dress. And for goodness sake have opinions about the best way your clients can get the transformation they seek and share those opinions -a lot. Standing out includes saying what others won’t. There are a lot of podcasters, but Joe Rogan became the top podcaster because he wasn’t afraid to speak his mind. Let’s not forget former President Trump remained, predictably himself to get voters to choose him over his competition.
- THEM. Niche who you serve. To try and serve everyone is to serve no one. When you narrow down who you are serving then you can narrow the messaging that will attract them. Think about it like this, in a crowd, to be sure the exact person you want will turn around, you have to get their attention without other people thinking you are talking about them. You would call their name, describe them, describe their clothing, etc… The same goes for your marketing messaging. You want your ideal client to know you are talking to them, so you describe their particular problem in the particular way they experience it and how it hinders their particular desires. There a couple of bars where neither sells alcohol but both have a very narrow focus compared to others in their industries. Dry Bar is a hair salon known only for styling clean, dry hair rather than washing the hair first. Lip Bar is a cosmetics company that debuted to only sell lipsticks and lip glosses.
- EXPERIENCES. What can you add to your clients’ journey to the transformation that will make it more memorable, easier, better, quicker, etc… How can you add to the core service things that others do not offer in the area of “wow” and exceeding expectations? Whether it’s adding access to tools and resources to support the work to be done or adding a concierge feel with white glove touches. You can go beyond an irresistible offer with bonuses and create an unforgettable experience. When I think of impeccable client experience I think of Publix grocery store as compared to other grocery stores, Chik-fil-a as compared to other fast food restaurants, Disney as compared to other theme parks.
- A CENTRAL FOCUS. One of my favorite leadership gurus is Simon Sinek. He teaches and preaches that we should start with why. Why are we in business? Why are we offering what we offer? Why are we serving who we serve? He wants you to have a mission and vision that your team can join you in reaching. Such a Northstar is not only great for teams to follow, but it is also what potential clients will tribe up for and rally around. What call can they repeat? What value or belief, can they stand behind with you? Giving potential customers a reason to feel good about spending money with you can help you to stand out. There is a certain loyalty and connectedness that goes with feeling like a group is made up of “your people”. You can give that feeling to your clients by giving them a focus that they can share in. Toms shoes sold a simple shoe for a higher price so that you could join him in his mission to provide shoes for underprivileged populations. Warby Parker had the belief that eyewear should be fashionable but affordable.
If you need support with how best to standout to reach your first 6 figures in revenue, let’s talk. It’s FREE. ShaCannon.info/talk