Find own niche in marketing game

THE foundation of all successful brands and their subsequent marketing campaigns is a strong, consistent message.

But have you ever stopped to think about what your business is really saying every time you make contact with customers or prospects?

Many businesses research what other businesses in their industry are saying to customers and use that as a guide for their own message. This results in a glut of same-same marketing and an audience of confused consumers.

While it's good to keep abreast of what the competition is up to, copying their marketing message (even that of the market leader) is not going to do your brand any favours, nor will it guarantee success. Quite often, the opposite can be the case.

Ideally, you want your marketing to look and sound different to your competition, so that customers and prospects have a clear idea of how doing business with you will be better for them.

Here are four proven ways to create a message that's unique to you and designed to get results:

Quit being a copycat

List what other businesses in your industry are saying in their marketing messages and avoid using these words and phrases yourself. You should avoid bombarding your prospects with more of the same – how will they choose between businesses all touting the same message, other than to do a price comparison?

Be an individual

Make a list of what makes you different to your competition and include this in your message. Customers should know straight away from your sales letters, Yellow Pages' advertisements, website, radio ad or print ads why doing business with your company is better. Prove that you're different.

Know what they want

You have to know what your customers really want, care about and aspire to, if you're going to be able to create a marketing message that speaks to them in a way that will engage them, inspire them and motivate them to take action. If they care about price, offer a money-back guarantee. If they care about reliability, evidence yours with testimonials.

Don't be a bore

Your brand should have a personality (and that doesn't necessarily mean off the wall). For example, rather than being the professionals, could you instead be ‘the professionals who think outside the square'? Use vocabulary that your customers relate to. Have fun wherever you can.

Marketing Message Tip: In all of your marketing material, you should feature a strong benefit-rich headline, one that focuses on the customer instead of on your business.

Standing out from the crowd is easier than you might think. Consider a branding and marketing workshop to get clarity on your brand and your marketing plan. Call us at Sothertons 49721300 or email


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