What Makes You Different?

The odds of being in an industry without any competition are all but impossible to accomplish. Unless you’ve just created a product no one has ever seen or conceived of before, you had better prepare yourself to be entering into a competitive marketplace.

Knowing this is going to be the first step in making sure you have a way of setting yourself apart from them. If you can’t give people a reason why it’s better to shop with you than they aren’t likely to try.

After all, if you’re just starting out than your competition has an advantage over you: they already have a reputation and established customer base. You have to give people a reason so good they’re willing to leave those companies they’ve been shopping with for years in order to give you a try.

What you need to do is figure out exactly what makes you better than the competition. This is going to be the centerpiece of your argument for them to give you a try. You offer something they can’t get at the other stores. Ask yourself what that something is?

Maybe you’re just more committed to serving their needs. Maybe you have a better inventory than the competition, or maybe you can provide them with more personalized services. There are all sorts of different reasons you might be able to come up with to get people looking at you.

The next thing you need to do is transfer this to your advertising. If poster printing is going to be your primary form of advertising, make sure your posters contain the reason you just came up with why your company is better.

This should be the most important aspect of your advertising. After all, the first thing I ask myself when I see a new store trying to market to me is why are they better than what I’ve already been doing? If they can’t answer that question I’m not likely to care about anything else they say.

The headline of your poster should deal with why you’re better than everyone else, and the rest of the poster should give the detailed reasons why this is the case.

Beyond poster printing, this is going to be needed for any kind of advertising you do. Figure out the best ways to emphasize your uniqueness depending on what form of marketing you do. Even the way you market can be an element of that uniqueness if you come up with a form no one else in your area is taking advantage of.

In the end you just have to ask yourself what it is about advertising that you like in other companies, and then figure out how to do it better. I’m not claiming that this will be an easy task, but then, neither is starting up a new business.

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