December 2006

Why Should Someone Do Business with You?

Okay, you're in business. If you're the one who started the business, you started with what you thought was a pretty good idea and hoped to make lots of money (or at least “enough”) along the way. If you work for somebody else who started the business, you ought to have some idea of why it was started, especially if you intend to stick around for a while.

Why is it important to know why a business was started? Because the person who started it thought, felt, knew, or believed that what he or she was starting would fill a need and do it in a new (and better) way.

In marketing parlance, we're talking about distinguishing yourself from the competition. If you don't know, or forgot, what distinguishes your business from competitors, you will be handicapped in promoting your business to others.

If you're in the midst of business planning, updating your website, or creating new marketing materials, stop and revisit this crucial issue of distinguishing your business from competitors. In short, ask yourself the question, "Why should someone do business with us?" And since your business can't be everything to everybody, your answer needs to focus on what you can be to some.

Look for differences

Typically, distinguishing your business rests not so much on the actual product (what the customer gets), but in the details and differences in the way the product is delivered and presented, which influence customer perceptions and reasons to buy.

Look at cookies. Most all cookies are made from the same ingredients – sugar, flour, eggs, butter, flavorings, etc. The differences are found in the details of the actual recipe proportions, the appearance, size, shape, thickness, chewiness or crunchiness of the cookie, the package, etc.

Look at what these differences can make. Compare, for example, Oreos and Pepperidge Farm Milano Mints. Both cookies are well known “sandwich-style” favorites and use similar ingredients, but there the similarity ends. They look and taste different, are packaged differently, and are generally served and eaten for different occasions. But these two cookies are delivered and presented differently because each manufacturer has a different audience in mind. Oreos are all-purpose favorites loved by kids of all ages who like to take them apart, lick the icing, and dunk them in milk. In comparison, Milano Mints are special occasion cookies with an upscale appeal that is reflected in its appearance, taste, and packaging.

Looking for differences and distinguishing features applies to more than retail consumer purchases. In a service business, where there are no consumer products displayed on a shelf for all to see, it is even more important to identify and promote distinguishing features.

Veterinarians do similar things, but not all treat birds and reptiles. Some specialize in pets and small animals, while others focus on large animals and livestock. A veterinary practice can benefit from making it clear what kind of animals it specializes in.

Insurance agents all sell insurance. But not all agents represent every carrier, or sell all kinds of insurance. Even agencies that specialize in business insurance and employee benefits don't necessarily offer health insurance or 401k plans. Because there can be many insurance agencies in a particular town or locale, the agency must demonstrate what makes it different from other agencies.

Like other graphic and web design companies, we create print media and build websites. But we prefer to work with small businesses where we can get to know our clients and their needs for a wider range of services. Also, unlike some creative services companies, we do not use account reps as sales and "go between" people. When you contact us, you get the owners — the people who will be doing the work.

Your marketing communications should include what distinguishes you from your competitors. One appropriate place to begin is with a tagline or slogan — that clever but meaningful phrase that appears on your website, business card, stationery, and most every piece of print collateral — and the subject of our next newsletter.