“Today you are you!
That is truer than true!
There is no one alive who is you-er than you!”
– Dr. Seuss
Sure it’s inspirational. Sure it’s even a little fluffy, but it also happens unequivocally to be true:
the greatest asset that your small business has is what makes you unique: what you do, and how you do it, and who you are.
Counterintuity clients are used to a certain set of questions when we start working on their project, whether it’s a new website or anything else.
- What are your services?
- What do you do better than anyone else?
- Which of your services are rare, highly thought of, or specialized?
These questions help us identify your uniqueness – that singular thing that gives your business value above your competitors. That uniqueness can take any number of forms, ranging from a highly specialized set of skills (like MKL who specialize in brokering the sale and purchase of insurance agencies – not a lot of folks even do that) to extraordinary ability (such as the Pasadena POPS, who can sport the international icon Michael Feinstein as their music director).
Sometimes that uniqueness is more nuanced—it could be a process, or a worldview, or a core value. If you are a plastic surgeon and you choose to use images of “real people” instead of photoshopped super models on your website because you believe in establishing reasonable expectations for your patients, you’re going to stand out from competitors who are happy to settle for the industry standard, despite its misleading pretense. More importantly, by establishing your uniqueness as informed by your core values, you’re going to speak loudest to clients who share in your beliefs and value your approach.
If clients value you, they will hire you and stay with you. (And we’re living proof.)
In a world of Amazon.com, outsourced services, and infinite price matching – it’s impossible for even the most highly skilled small business to compete purely on price. Small businesses need to compete on expertise, customer service, and core values. And the more specific your business is in expressing your uniqueness and core values, and then following through with your clients’ needs, the more successful you will be.
What is your uniqueness? How do you talk about it? We can help you figure it out.