The cow was right in the middle of the road. I was on my way to an early morning meeting in Albany and, though the animal was unanticipated, livestock on the road isn't uncommon in these parts.
Every so often around here you'll turn a corner and come upon a stopped car. Maybe they are waiting for a mother turkey and her offspring to cross the road. Or, perhaps, they've encountered a neighbor traveling in the opposite direction and are having a chat--each with their window down.
Encountering a cow on the road is a distinction--something that makes life in the country different from being in the city or suburbs.
In today's cluttered world where most of the messages are the same, setting yourself apart is the goal.
What is special about you, your business, your offering, your product? This is not a trivial question to be answered lightly. It is one to be pondered, explored and thoroughly researched.
Finding Your Distinction In the process of redoing my own Web site, I'm on this quest myself. For years I've used the tagline
"Our distinction is communicating your distinction." At its core, my work is focused on identifying the unique characteristics of my clients' businesses. From photographers to consultants to not-for-profit organizations, I'm always seeking a unique benefit.
My research is extensive. I begin by listening carefully and asking probing questions of the client.
- Tell me a success story
- Walk me through your process
- Describe your target market
- Discuss your competitors
Almost always, interviews with colleagues and customers are the richest source of information. Speaking with people who have worked with my clients provides a different perspective. Then I weave everything I've learned into marketing communications that highlight their distinction.
First StepsYou don't need to find a cow on the road to get started looking for where you are different. Notice your interactions with customers, write down your processes and examine the work of your competitors. You will find distinctions to include in your business promotion. When you're ready to promote yourself in a whole new way,
be in touch.
