The good that difference can bring into your advertising
Time and again, most advice columns and expert opinions in marketing always suggest that in order for your business to stand out, you have to be different among the rest. In any business, such as your commercial color printing company, being different is not bad actually, but rather a plus factor to generate more leads to increase your sales.
It is actually difficult to generate leads in any business. Creating a marketing campaign and gimmick that would let people know about your products and services takes a lot of guts, time and effort. It is indeed a never ending challenge for most marketers and business owners.
And as advertising gimmicks go, the more original and unique your tactics, the better it is to get people hooked to your ads.
This is the time indeed that being different is actually a good thing instead of bad. In truth, being different is what makes many businesses and marketers stand out from the crowd.
A marketer friend of mine once said that being different is more important than being good. She even said that when starting a business, it makes no sense at all to open a business in an industry already crowded with the same kind of niche if you don’t offer anything that will differentiate you from the rest. It will be just a waste of your time, money and effort for people would definitely be hesitant to try you out if they think that you have nothing special and distinct to offer.
And it is not very well to sample every marketing campaign and then hope for the best. You need to uniquely position yourself so that your customers will think that you are an expert that they can rely on when they need your particular kind of business.
Marketing is actually all about everything you do to make your business work. It is your name, your location and even the type of marketing campaign that you employ to promote your business. Up against competitors, you need to create your very own category where you can have your point of distinction.
To be different, you need to provide your business with a signature product or service that is totally out of the box. For example, if you are in the commercial color printing industry, you may position yourself outside your category by being an excellent photographer as well. Or you may focus on providing commercial color printing for postcards only. And then become the best postcard printer there is.
Remember this final note – when advertising, you need to keep in mind that you can not change your clients’ attitudes towards your particular service. But you can definitely change their present behavior with an advertising campaign that highlights your business as something different and unique from the usual fare.
