Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;
This classic poem by Robert Frost, first published in 1916, contains a significant marketing lesson. At school, we learned to follow systems and copy the behavior of others to get ahead. When we get to the world of business, that instinct follows us.
Hence all the companies with 'me too' marketing that apes their competitors in every way. It's not just competitors we copy, either. Does your website boast of your 'exceptional customer service' and your 'passionate team'? Hmmm.
How about taking the road less travelled? What one thing can you promise that none of your competitors are already promising?
Maybe your average time to answer an incoming call is less than 3 seconds. Maybe you deliver Magnum ice creams to your customers with every order when the temperature rises above 25°C. Or perhaps your customers get a £500 discount if you miss a single deadline.
What's your big promise? Take the road less travelled. Give your prospects a reason to choose YOU. Make sure it's clear for all to see on your homepage. And strip out all the 'white line on a white wall' stuff that is making you invisible - the empty, meaningless statements that make you sound exactly like your competitors.
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