Do you have a specialty? Something you do better, or even just differently, to everyone else in your industry? Once you find your specialty it will change your life. It will give your customers a reason to come and find you, and you will have more of the right sort of customers than you know what to do with. It makes decision making easier too and you will be able to really focus your advertising and marketing.
But if you don’t have a specialty and don’t know how to find one, what should you do?
You’ll need to think outside the box. Think about what advantages you have that you can use. What makes you different to your competitors.
A friend of mine makes beautiful, organic skin care products. (http://www.earthskinfoods.com). The products speak for themselves, they are well priced and work better than big name brands that retail for heaps more. They have pure and botanical ingredients and are not tested on animals All this is good, but what really makes this brand stand out is the way they walk their talk. They care about the environment and they show this by using recycled packaging. They don’t make a big fuss about it. It’s just one of the things that they do. But I think it’s key to their brand.
I was on the Gold Coast yesterday wandering the streets, enjoying the beautiful weather, and saw another example of this ‘outside the box’ thinking. There was a little pizza place. They are NOT a convenience fast food pizza place and they highlighted this in the sign on their window. They compare their pizza to the Taj Mahal and a Lamborghini Diabolo and they talk about the months spent perfecting each recipe and searching the world for the finest ingredients. They hand make the bases and sauces and use only the finest natural ingredients. And they give your taste buds “the most incredible sensory experience of their short, hairy lives.”
In fact, they say, “there’s absolutely nothing convenient about our pizza’s. And we wouldn’t want it any other way.”
They have turned what could be the biggest reason people would walk past, the fact that they aren’t ‘convenient’, into their biggest selling point.
This is what thinking outside the box and finding your specialty is all about.
So, what’s your specialty?
Listen to your numbers, read their story, and watch your business Bloom.