YOU’RE UNIQUE – SO, SPREAD THE WORD!
by Maribeth Kusmeski
If your agency were truly unique, your clients would be letting others know. Do they? If you’re delivering exceptional products and/or services, why aren’t more people spreading the word?
Here’s why: Either your clients’ perception doesn’t match yours, or you are unique and exceptional, but clients are unsure how to verbalize and share this information with others. Here are three solutions to get others to share your uniqueness:
- Prepare a statement that describes the uniqueness of your agency. Avoid features and focus on benefits. Think from someone else’s perspective: “Why does this agency matter to me?”
- Spend some time determining what makes you unique – not from your perspective, but from that of your clients. Ask or survey them to find out what they believe makes you unique. This can be a highly insightful exercise, either positively or negatively.
- Give people the help they need to spread the word about you. Develop a robust online presence, starting with a compelling Web site. People will search for you online – what they find needs to match what others are saying about you. Give your fans something they can share with others: an interesting article that visitors can download from your site or a feature on your agency’s Facebook page. Help your clients to make your uniqueness viral.
The key is to have something that is unique, let your clients and prospects know about it and give them ways to share the news with others. Otherwise, you might seem surprisingly unexceptional.
Maribeth Kusmeski is president of Red Zone Marketing, LLC; 1509 N. Milwaukee Avenue; Libertyville, IL 60048; phone: (847) 367-4066; fax: (847)-367-5226; e-mail: [email protected]; Web site: www.redzonemarketing.com.