If you don’t have a good answer for this question, it’s a lot harder to create a marketing plan for your business that really draws in customers.
When I do my Business Spotlight stories for Whidbey Local, I always ask three questions: 1) How did you come to be on Whidbey; 2) Why did you start your business here?) and 3) What’s special or unique about your business?
Some businesses are unique because there may be no one in the area selling what you have. In that case, you have to be able to do a good job explaining what you have and why someone needs it. And, you still have to offer good customer service so that people will come back and/or spread the word to others.
Most businesses are selling a product or service that others are selling. Are you a massage therapist? Lots of people provide massages. Are you selling clothing? Lots of people sell clothing. Are you a restaurant or café? Lots of people have a food service business.
So, it’s very important to ask yourself, “What is special or unique about what you offer?” It’s best to laundry-list as much as you can and really think about what is different about what you provide. Sometimes, the product may not be special, but the service certainly can be.
Once you have defined all of the things that make your product or service special, you’ll have a much better concept of how to market yourself.
*Note: If you have a story you would like me to tell in the Business Spotlight, please contact me. I’m always looking for new stories.