What works in marketing?
They say that the most important thing in real estate is location, location, location.
Well maybe that's true, but when it comes to marketing, when it comes to attracting more new clients, more new patients, the key is: differentiation, differentiation, differentiation.
Now, how can we differentiate ourselves?
Have you ever heard a doctor advertising and saying, “I, Dr. Schmidt graduated at the bottom of my class, I Dr. Schmidt have very bad equipment and I Dr. Schmidt, in fact, only graduated because I cheated and I am very grouchy on Monday mornings.”
Have you ever seen that happening?
Of course not. Everybody advertises, “I have the best equipment, I am friendly, I have continuous education, I graduated at the best school...” whatever, “I have the best equipment, I'm a good guy...” -- that's what they say.
That is NO WAY a consumer can choose a business based on the descriptions above.
If you do not believe me, just pick an industry ( healthcare, finance, legal, food etc) and visit at least 5 websites of local businesses within that industry. Can you tell which one you should go to by just looking at their websites?
Everybody says they have the best “hot dog stand.”
Let's go away from saying “we have the best hot dog”, because first of all let me tell you this: even your own customers have a hard time to differentiate whether you're that good in your profession or not.
They know you have helped them, yes. But are you absolutely the best value for them? Not always so!
The truth is, most of your competition is just doing as good of a job in their profession as well. So you being “the best” cannot be entirely true, right?
You need and want more new customers, right?
So how do you differentiate yourself from other look-alikes in your community/industry?
How do you get new people to come in and how do you convince people that you're a good doctor or a business owner when your competition is advertising they are good also?
I tell you how — you differentiate yourself on a personal level.
I am not talking only about “internal marketing” where you are good to your customers or being friendly or give above and beyond value etc.
I am talking about portraying yourself that you are a real person -- with values which a brand new prospect can easily resonate with you. And this portrayal needs to be seen by tens of thousands of new prospects!!
If you have achieved the result of the public at large willing to spread the word about your business to their friends and families members, you have it made!
This is what we called “Un-Advertising.”
How about also using the power of the press?
If you start to portray yourself not only as an expert, but as a person who is very connected to your community, the chances of you getting media exposure is very high! (We are not talking about paid ads but real news talking about your business!)
We are not talking about one time exposure, but being in the news media for 5 to 10 times a year!
And all of a sudden when people go to Facebook or when they see your flyers, your coupons or any other type of advertising you might be doing, they will say, “Ah, I know this guy I heard about him…”
Word-of-mouth will increase among the people in the community!
It is not hard to differentiate a business from look-alikes, and stick out to the prospects who are searching!.
Schedule an appointment to speak to my team about how you could differentiate your business using Un-Advertising. You can use this link: http://smarturl.it/hf-unadv-strategy
CEO, Flasch International
Founder of "Un-Advertising"
Award-winning Marketing Strategy