As a transplant to Phoenix, I’ve really grown to appreciate the uniqueness of the environment here and how helpful local businesses can be in helping me adjust to living in the desert. And, after teaching the first class n a two-part workshop at Paradise Valley Community College this weekend, I realize that many local business owners really struggle with who their target market is and what they want.
You, if your business is to thrive… and your website to do its job… you must know what your target market wants. But you can’t stop there. You must also know how you can help them in a way that no other business can.
You must know your target market’s greatest fears and most cherished desires. And you must know what sets your solution apart from the solutions offered by others.
Of course, this doesn’t mean you have to offer something that is totally different. Think of fast-food burger joints McDonald’s, Burger King and Jack in the Box. They all offer hamburgers, so why would you choose to go to one over the other? Location is not always the answer. Maybe you prefer the fries one offers over the other. Maybe it’s the special sauce they slather on the burger. Maybe it’s the personality of the mascot. These (and other things) are what make each burger joint unique and different.
And you can do the same with your business. So, what is unique and special about you, your business and your offerings?
Is it your unique life story?
For solo entrepreneurs, your life journey and how you communicate it can set you apart from others in your industry. Some people will be attracted to your business because of how you got there. They see a kindred spirit or inspiration in your story and therefore will be more likely to do business with you. Are you a Valley native? Or, like me, did you come here either by choice or by accident? Believe it or not, the answers to those questions can actually help you attract a very specific clientele that you are uniquely able to serve.
Is it your special combination of skills?
Maybe you have a unique skill set or combination of skills. If you have honed a skill that is not common in your line of work, this can be a selling point. I can tell you from experience, that if your skill includes knowing how to adapt to desert life … you will attract many of the transplants that are flocking to Phoenix these days.
Is it your customer service?
Think Nordstrom’s. What sets them apart from other department stores is their exemplary customer service. So much so that some people are willing to spend more for the same items just to have access to that level of customer service.
Is it your method of delivery?
Maybe the way you deliver your products or services is different or more effective than others in your industry. For example, many foreign language courses sell on the fact that you will learn the language more quickly because of how they teach you. Once, when I lived in Santa Cruz, Calif., I used a particular mechanic for my ’65 Chevelle because he was mobile and would come to me. He cost a bit more, but it was really worth it … besides he was also very honest and taught me a lot about how to take care of my aging car.
Seek out what is different about your business and play that up. And remember, that if your uniqueness drives away some members of your target market, that’s O.K. Those folks weren’t your ideal clients and you probably wouldn’t have enjoyed working with them anyway!
For more info: Knowing what sets you apart is critical in creating an online presence that will attract your ideal clients. In fact, the first deadly mistake of home page design is not knowing the purpose of your website. To learn what the other four deadly mistakes are, pick up a copy of Home Sweet Home Page: The 5 Deadly Mistakes Authors, Speakers and Coaches Make with Their Website’s Home Page and How to Fix Them! at http://www.homesweethomepagebook.com..