WHO ARE YOU?

Who Are You?
- Is there an easy answer for you? -

Identity is the number one cause of businesses failing in America today. Why is it so difficult to differentiate yourself in today’s marketplace? Is it the competition with intimidating resources such as big box retailers who are dominating the countryside with their monstrous infrastructure? How do you compete? The answer is differentiation.

Believe it or not, you have a major competitive edge … you’re local! Local business owners can talk about the values of the community they serve. I’m not talking about “image” advertising; I’m talking about structuring your ads in the language you use and the values you represent– language and values you share with your local audience. Do you think national chains can change their commercials based on a local high school team winning the state competition? Not a chance. You are the local advertiser with the ability to identify with local values and issues and connect with your customer.

Local business owners are typically too wrapped up in running their businesses that they do not look at local opportunities to tie deeper into the communities they serve. The major problem I see is so basic. You don’t know who you are! Who are you? Very few local businesses have a vision for the direction the company is heading. They have a “we’ll see” attitude and that just doesn’t cut it.

You need to get proactive instead of reactive with regards to your positioning in the market. I see advertisers looking at their competitor’s strategy and responding with, “ME TOO!” Oh, what a shame. You are unique. You have something no one else has to offer. Just like every individual is unique, so is your business. Only you can reach deep down and develop your unique selling proposition. If you don’t, you’ll become a statistic and nobody wishes to become a statistic. You owe it to your potential prospects to identify your uniqueness and develop you brand.

-Joe Kiedinger -

ACTION PLAN: Plan a meeting with your employees with the agenda being “Who are we?” What do we stand for? What makes us unique? What is our unique selling proposition? Once this is established, create your vision of where your company is heading. What are your opportunities? By focusing on the right questions your destiny will be fulfilled. Now do it!