All day long clients have been calling with the same basic question….
Different people, different types of businesses and completely different locations are all asking the same exact question in a variety of ways.
THE BASIC QUESTION IS THIS…
Should I make a dramatic change in the way I do things or should I continue as I am? The all say that their competition has “polluted the waters” and customer confidence is down. They believe their audience knows the difference between the truth and the BS the competition is dishing out. They are sure their customers can see right through the “smoke and mirrors” and are clear on what they want. They believe their market hates double-talk and likes the direct way that they deliver the product, service and the results the customer wants. They tell me point blank that their customers are smart and they value the respect with which my clients treat them.
THEY WANT TO BE DIFFERENT AND HAVE IT SHOW
They want a differentiator that clearly separates them from all the others in their industry. They want customers to be able to immediately see that they are a completely different deal. They want their look to be sleek, direct and honest.They are committed to having it respect the customer by delivering useful information that is pertinent, valuable and helpful for small business.
“CAN I REALLY GO AS FAR AS I WANT TO?”
I found it very funny that all these callers asked the same question of me.
MY ANSWER TO VERY ONE OF THEM WAS THE SAME…
“You need to go as far away from your competition as you can possibly get! Right now, you might seem a bit extreme, but they will catch up and you will be the innovator in your industry.” I used the example of Mike Bloomberg and the split screen information delivery. At first many people didn’t like it, then people loved it, now it’s almost the norm.
Since I’ve had the same call over and over today, I thought you might be asking yourself this question as well.
“GO FOR IT. DON’T BE AFRAID TO STEP OUT OF LINE FROM THE GROUP. BE DIFFERENT, GIVE YOUR CUSTOMER WHAT THEY WANT AND DON’T HESITATE TO TELL THEM WHAT THAT IS. BE BOLD, BE REAL AND BE BRAVE.”
I heard this today and want you to hear it immediately…
“What is popular might not be profitable.” Dan Kennedy goes on to say that you should be looking at what everyone’s doing and do the opposite.
There there it is. I hope you enjoy this and find it beneficial. I’d love to hear your thoughts on this…
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