There’s a new business in a neighboring small town where I
live; a restaurant. Hasn’t anyone told this guy that there’s a recession going
on? Starting a new business in this economy? What is he, brilliant?
Honestly, he must be brilliant because while everyone else
has their head in the sand, there are people making a difference and driving
sales. You gotta love it.
Which leads me to my point — what’s your point of difference
in how you sell, how you market? What is the unique thing you tell someone when
they ask you about what you do? Do you have an elevator pitch? You know, that
30 second commercial that you can recite in your sleep about how you are the
best at A, B, C, and D.
I’ve been working and re-working mine for years. So I don’t
have one I can share with you yet, but it sounds something like this: Internet
Content that Drives Sales. I’m too busy writing to finish mine.
What prompted this was something inside the Grub Hut — yes,
that’s the name of the new restaurant. A step above the fast food places with
personality, better meat, local flavor, energy. That’s how I summarize it.
There was a bulletin board in the Grub Hut. The old
fashioned cork material where you stick a tack. There were four of them
actually and they were all FULL. Guess what industry type was there most? Real
estate agents and mortgage brokers. As an industry, there are tons of them and
they get all sorts of marketing seminars about the importance of having a point
of difference, a value proposition to show how you do something better, faster,
etc. But all that was on that board was the “I love me” glamour photo business
card of at least 100 real estate agents.
And buried in there was my lesson – a business card that
looked exactly like mine (only I’m not a real estate agent) because they, too,
had purchased a fast and clean and undifferentiated business card from
VistaPrint online. I’ve gone green and digital and now people that, “No, I don’t
have a business card. I’m online.” I know I’ll catch all sorts of guff about
it, too. But until I can get my unique biz card created, on a recycled tree,
then I’m going to wait – so I can have something unique that stands out on a