On a search for information about local events, I found website after website that hadn't been updated since 2010 or earlier. My frustration mounted with each useless result, especially since I knew the businesses and organizations in question were still operating. But clearly they had no pride, no commitment to their customers or clients and no realization of what it means to let a...
What Makes You Special?
Submitted by Annie Card Creative Services on Tue 10/25/11 4:53 pm
What Makes You Special?
Is that really a business question? You betcha, and it will take more work than you think to answer the question fully.
Grab a pen and paper and start making a list of what makes your company stand out from the pack. Take five minutes. Don’t skip ahead.
Okay, time’s up:
Does your list look something like this?
- 1. Full-service
- 2. Dependable
- 3. Satisfaction guaranteed
- 4. Free one hour consultation
- 5. Trusted and reliable
If it does, the good news is you’ve got a rock solid work ethic that your customers will appreciate if they ever get around to hiring you and learn first hand that you really are as good as advertised.
But what if they don’t remember the name of your company, mix you up with another company across town and call them instead? Oops, too bad.
What makes your company special is you. It’s what every good parent tells their child, ‘You’re special,’ whether or not they’re average at something or abysmal, they’re still special.
Business is different. You cannot gain and retain customers if you are average at what you do, much less below average. Let’s assume you’re terrific at your craft, provide impeccable products and service and charge fair prices. But so do two other companies and they’ve been around longer.
You have to let your community know who you are, not just what you do to earn a living. Sponsor a community sports team for a few hundred dollars. Ten-year olds won’t buy car insurance from you, but their coaches and parents will recognize your name more readily.
If you volunteer in the community or make a significant donation, send a press release to your community newspapers, Chamber newsletters and post to your social media networks. Align yourself with causes that matter to you. If it takes you a while to find your niche, that’s okay. You must be authentic and enjoy your community outreach as much as you do your job. If you can tie your community giving with your business, all the better.
A local fitness center hosted a Zumba -thon to raise money for breast cancer research a couple weeks ago. They sent a press release and photo to the local newspaper. The photo showed dozens of area residents having a blast for a good cause, and front and center was the gym owner for all to see. That’s good publicity. An ad could not have conveyed the high spirits and community engagement that the large photo and story managed.
Community involvement is harder for some than others. They don’t have time, don’t want to do the shmoozing or think they have nothing to give. We can all give something and we’re all better, more interesting people when we do something other than work and take care of our familes. Find something you like and you’ll meet other like-minded people, another tribe who will get to know you and when they need your services or hear of someone who does--they’ll know who to call.
Need help finding your cause, or have plenty of causes but feel bad bragging about it? Find a business friend to write a press release for you. Return the favor for them.
Have you had success sending press releases about your community work? Need more information on how to do this? Give me a shout. I'd love to brainstorm with you.
-annie