SAME old, same old is boring – bland even. It blends in and goes unnoticed. It is most definitely not sought after.

Last week, I spoke about credibility and why you are the best person for the job.

This week I am touching on why your business must be exceptional so it doesn’t go unnoticed.

Being exceptional matters to you and to the success of your business, so you must find ways to stand out and be different.

During the past three years I have watched a number of digital marketing agencies start to offer social media expertise in and around Salisbury.

There are plenty of us to choose from, but the most difficult decision for a potential customer is which one to choose.

Remember price is not a differentiating factor, it just makes you cheaper, and there are better ways to ensure you stand out from the crowd. When launching into a market, look for ways in which you can “disrupt” your industry.

I started as a copywriter, differentiated by launching into social media copywriting and digital copywriting (this was back in 2009 when social media was a new phenomenon, especially in Salisbury) and now, with a huge rise of web designers and SEO companies offering social media help, I have chosen my niche in digital marketing for restaurants.

My passion and experience is deeply rooted in the restaurant trade so this is the perfect area for me.

The market is an inch wide, but a mile deep.

When launching into a new business, do not join the convention; a convention is the same as everyone else.

It is important that you give potential customers a reason to choose you over your competitors.

Think about it – what makes you different? And please remember that outstanding customer service doesn’t make you different; it is not a unique selling point, it should be the backbone of every business.

Ideas to differentiate:

Niching: Think Kennedy PR niching with Kenzia – digital marketing for the restaurant trade.

Performance: Think Dyson and its bagless vacuum cleaner.

Channel: Think Starbucks featuring local artists in their stores, a new channel for artists, and it softened the corporate image of Starbucks.

Image: Break free from conventions and how your industry is seen. Think Number Sixty Hair Nails and Beauty, now specialising in hair loss solutions.

How are you going to differentiate your business from your competitors and disrupt your industry?

Next week we will be looking at your current and potential customers – do you know who you are trying to market to?