Module 2: Define your uniqueness, then tell customers

What makes your business unique? Is it your promise to be ‘on time or it’s free’? Is it your handy location? Don’t assume you have to beat other businesses’ prices to compete. And don’t believe that your idea has to be new. Remember, you just need to make or deliver something better, or differently, to everyone else.

Take time to find out who your competitors are and what makes you stand out from them. What will convince people to make you their first choice?

The better you know your customers, the better you can meet their needs and keep them coming back. Do you know where they live, how old they are, and whether there’ll be enough of them to keep you in business? If you’ve got different customer groups, you may need different strategies to make your business interesting to them. Break down who the customers are and how they spend their money.

How do you want people to see you? Let’s say you want to be seen as speedy. Which colours say ‘speedy’? Which images and fonts say ‘speedy’? People should see, hear, and feel consistency when they look at your website, receive an email from you, see your company van, or come into your workspace. That consistency is a brand.

Now that you know who you’re selling to and why they should buy from you, it’s time to work out a marketing plan. Are you solving a problem for your customers or making their lives easier? How will you talk to them? Know the costs of these activities and build them in.

Marketing can be expensive, so how can you make your money go further? Commit to finding out about low or no-cost options, such as using the internet to market for free.

Customers will talk about you on social media. If you don’t know a retweet from a hashtag, it’s time to get socially savvy. Or if you are a social media guru in your personal life, learn how to make social work hard for your business. You’ll need to provide a way for your customers to engage with you on social media.