Julian Campbell Your Difference is the Difference...........
Is your business really perceived as different from your
competition? Do you stand out from the crowd or just blend in
with the norm?
Too often in business, people copy what everyone else is doing,
be it products, services, the way they advertise or the appearance
of their business. Everyone ends up looking the same and no one
stands out.
Do you know how your poor customers feel? Confused and
frustrated!After all, most major buying decisions are difficult and they need
all the help they can get. Customers often don’t know what to buy
or who to buy from. The result? Either the customer ends up buying on price or may even decide it’s all too hard and
not buy at all.
Then there are the thousands of businesses with fantastic ideas, products and services that no one ever gets to hear
about. These are the best-kept secrets in business. But unfortunately they remain that way and the idea, product and
business becomes extinct.
Is your business a best-kept secret? If your potential customers don't know why you are different and what you
actually have to offer, how can they buy?
So what is the answer? You must stand out from the crowd;
Dare to be different; Do things that get your business talked about in a positive way ... get noticed. The principles of
marketing haven’t changed. It is still critical to get the right message to the right person which means really
understanding the target market and then following the well-used AIDA formula, grab their Attention, build their
Interest and Desire and then have a call to Action. These fundamentals are just as important to your website and
social media as they were to the more traditional forms of promotion, advertising or branding such as television,
radio, print media or brochures.
If you take a look at individuals and businesses that have been very successful, you will normally find that what they
are actually offering is nothing really different or better than their competitors. In fact in a lot of cases their products
or services may be inferior.
What makes them successful? They have the ability to get noticed, to stand out, to grab the attention of the people
that really matter; their customers and potential customers. Whilst this can often be done through clever advertising
that makes you stand out, it can also be accomplished through regular publicity in the various forms of media to
attract interest and gain more market coverage in your business area.
Creativity and daring to be different are the real keys to success. Noted for his eccentricity, Australian retail multi-
millionaire and adventurer Dick Smith promoted his electronic business in the 1970’s by towing a fake iceberg into
Sydney Harbour and followed this up with other unique events. None of them had anything to do with electronics but
these events attracted massive television and print media coverage nationally and internationally.
Yes, doing such things does mean we need to step out of our comfort zones and feel a bit uncomfortable, but you will
reap rewards for such boldness and find a crowd following you as Billionaire Sir Richard Branson continues to show all
of us after more than 45 years in business.
Take the leap today, dare to be different and watch our business and 2014 grow!
Julian Campbell is a Business Wizard®, corporate speaker, bestselling author,
executive coach and veteran radio show host based in Newcastle, Australia.
He has been a catalyst in transforming the lives and businesses of thousands
of people through his vision, focus, bottom line realism and caring attitude.
Julian can be reached at +61 414 736 484 or visit
http://www.catalystforgrowth.com.au to find out more about the King Penguin!