What makes your business different?
We’ve already identified some important points.
We’ve already identified some important points.
I am sure you can identify things that make your business truly different from all your competitors, and I encourage you to use them.
To get you started, here are some of the ideas we rely on.
We work with a number of differentiating attributes that we think distinguish the printing businesses that become PressReady Marketing customers.
Our client businesses generally fit a fairly narrow profile – that is they are all quite similar, doing similar things, offering similar services, but in different locations.
Our marketing materials are useful to all those businesses because they have so much in common, so we can create all our marketing material with a shared set of positioning attributes in mind.
As a customer, you can use these as a jumping-off point. It might be that you don’t need to go too much further, though you could be in a much stronger position if you do.
In a nutshell, as a local, independent printer you are catering to buyers who need a higher level of assurance and accountability because they have a lot at stake in the outcome. They need something more than the narrow range of specifications available from commodity printers, or they value doing business with real people and supporting their local economy.
Being in a position to serve those needs are all differentiators.
Also, simply doing something unusual, like publishing an entertaining and informative newsletter, can be enough to set you apart – just being the friendly expert printers, or the printers who support your community, can be enough to base a distinctive identity on.
Ideally, you will develop a detailed list of things that make you and what you do different from the alternatives available to print buyers in your area, and those things will be valuable or relevant to them.
Check out the next post in this series for a list of specific ideas to work with.
Next: How to Define Your Own USPs – Your Competitive Distinction Cheatsheet.
Previous: How to Differentiate Your Business in Your Market: Unique Selling Propositions.
