4 Ways to Differentiate Your Business from Your Competition

Posted by nancybaki on January 22, 2021

Did you know that one of the most important solutions to growing your business is knowing “What Makes Your Business Different”? Why do people come to you to buy? This is the MOST important to clearly know before moving forward.

What is it?

 

And let’s not talk about things like:

“I give a good service”

“I have the best products”

“I give a personalized service’

 

These points are NOT what makes you different.

If you’re in business I sure hope you do all these 3 points!

 

What makes YOU different?

What do your clients really appreciate about your service?

What makes your client’s want to do business with YOU?

What makes you stand out from the crowd?

 

Here are a 4 ways to help your business stand out from the crowd:

1- Narrow your target market down:

This is EXTREMELY important to better reach your core customers in your branding

  • Have a specific customer niche
  • Identify multiple characteristics of customers to narrow your target market
  • Focus on the skills or service that uniquely benefit that customer

2- Address your customer’s pain points

By MASTERING and UNDERSTANDING your customer’s pain points,  your marketing will be a success

  • What problem are they facing
  • What solution do you have to their problem
  • Are your customers spending too much money and want to reduce their spend, are they wasting too much time, do they need to improve a specific process?
  • Viewing your customer’s pain points allows you to start thinking about how to position your company or product as the solution to your prospect problems and what they need to be satisfied
  • People LOVE stories…. you can use your customer testimonials to share your customers’ experiences

3- Do business differently than your competitors

Competition is good, it drives quality, innovation and branding;

Differentiation in your business is the key to building your brand loyalty

  • Make your business different, what do you do different?
  • You will always have competition, what makes your business shine?
  • Do a SWOT analysis to help you evaluate what is different (you will be able to address where you are weak and strong, what needs to be worked on, and then you can compare your business point by point with your competition)
  • Once that is complete, you will need to Communicate your Market Dominating Position (also known as USP / Unique Selling Proposition)

4- Create a powerful & irresistible offer or guarantee

The magic in the pudding is YOUR IRRESISTABLE offer!

  • Now that you know your audience, you will be able to clarify your marketing offer
  • Make your offer easy to understand, accessible to your audience and have a compelling call to action
  • To have a ROI on any funnels created, make sure to use the right words in your messaging, make sure you are not being seen as you are ONLY trying to sell and ensure to bundle your products in a great way to increase the value of your offer and make more sales.
  • REMEMBER: customers are looking for more value for their money, so make it an irresistible offer.

Your irresistible offer is a simple strategic structuring of your products and/or services where the value to cost ratio is VALUE-HEAVY. It’s not about SELLING, it’s about the value of your offer must exceed the cost to access the value.

When a potential customer sees your offer, you want them to say:

“WOW”

“This is a no-brainer”

“I MUST buy this RIGHT NOW”

 

Remember, prospects are NOT looking at your price, they are looking for VALUE!

Here are a few pointers:

  • Stop discounting
  • Add lots of value
  • You can use bundling
  • Attention grabbing risk reversal
  • Offer a limited time offer

JUST MAKE SURE… it doesn’t sound SALESY…

An irresistible offer is about making your customer feel like they are getting the most value for their dollars spent.

PERIOD.

 

Hope this read opened your eyes to opportunities that are missing in your business, don’t forget to apply what you learn to see the difference it will make in your business!

If you need help identifying your market dominating position / unique selling proposition and identifying your key differentiators, send me a detailed message with your need and it would be a pleasure to serve you.

 

You can also try my FREE test drive to gain access to our resources and tools.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

 

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

 

Learn The Secrets of Word of Mouth Marketing

Posted by nancybaki on March 14, 2019

 

 

 

 

 

Put it to Work!

In the last post we talked about how to conduct word of mouth research and then put that research to work. Today we’re going to give you some great tried and true ways to use word of mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. These are offered by George Silverman which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

  • Give them something worth talking about
  • Cater to your initial customers shamelessly
  • Give them incentives to engage in word of mouth
  • Ask them to tell their friends
  • The customer is always right
  • Always tell the truth
  • Surprise the customers by giving them a little more than they expected
  • Give them a reason to buy, make them come back and refuse service from anyone else other than you
  • Make eye contact, and smile, even through the telephone
  • Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  • Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  • The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
  • Always dust off items, but never let the customer see you doing it.
  • Never embarrass a customer, especially by making him feel ignorant.
  • Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  • Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  • When you don’t know, say so. Do whatever you can to find out the answer.
  • Every customer is special. Try to remember their names.
  • Don’t allow known shoplifters into the store.
  • Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  • If you can suggest something better, they will be grateful. Always respect their choice.
  • Never pressure anyone into buying anything.
  • Never knowingly give bad advice. Just help people come to the right decision.
  • Personally visit the store of the competition or assign people to visit and report back to you.
  • Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  • If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  • One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
  • Always look for ways to make a stranger a customer.
  • People will walk several blocks to save a dollar, or see a smile, or be treated right.
  • Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  • Use the best sign-maker you can find and pay him more than anybody else.
  • If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
  • Treat your employees and salespeople who sell to you the same way you treat your customers.
  • Have a zero error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.
  • Occasionally make intentional mistakes to see if people are checking.
  • Always measure your performance.
  • Always ask a customer to “come back soon”
  • If customers say they are moving away, offer to send them their favorite items by mail.
  • Tell jokes.

 

I know this is a lot of information to digest, so I we’re going to wrap up this lesson and leave you with the homework of going through and taking a look at the tips and tricks you like best. Also, look for tips that fit your company, products, services and target customers for the most effectiveness.

If you need help with this process, try our FREE test drive and get all the help you need from myself, Nancy Baki, a Business Growth Strategist.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

 

Marketing Your Ideas as Extraordinary, Different and as New as Possible

Posted by nancybaki on February 15, 2019

 

 

 

 

 

Don’t Forget to Search & Implement

People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.

As you’re research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?

 

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)

 

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.

We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee

 

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With unfair competitive practices such as spreading rumors, or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

 

While, most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotion that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

 

This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign.

If you need help with the research and a plan to use the results of that research, try our FREE test drive to get all the help you need with our top notch resources and tools.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

 

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

34 Ways to Put Together and Execute a Professional, Effective Ad Campaign

Posted by nancybaki on November 23, 2018

 

 

 

 

 

 

 

 

Today we’ll take a look at how the kings of industry wine, dine and otherwise cajole prospects.

Most of successful professionals use a series of information based ads that build emotion and a call to action. These are much more effective than a standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results.

Here are some ways to put together and execute a professional, effective ad campaign:

  1. Put together a short report that’ll you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples or other proof of your success.

  2. Develop value-oriented yellow page ads.

  3. Consider newsletters as a way of educating and informing customers about your industry and services offered.

  4. Offer a free seminar, webinar or other lecture to build awareness of your business, but make sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.

  5. Buy an existing business, introduce better marketing and grow this new business faster than a “from scratch” business.

  6. Always test different versions of your ads to find the most effective ones.

  7. Use direct mail marketing to grow your business.

  8. Put together a database of previous customers and send them new information.

  9. Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.

  10. Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.

  11. Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.

  12. Donate time or materials to local charities to show support in your area.

  13. Offer public clinics for the general public to come along and discuss what they need that’s free and approachable.

  14. Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.

  15. Approach local newspaper by offering to write a weekly column about your area of expertise. Don’t ask for money, just a byline and bio.

  16. Develop a weekend or other destination seminar for customers/clients, not only does this give you an action-packed weekend with the most important people, it gives them a tax-deductible business adventure.

  17. Take a good seminar and turn it into written form as a home study, member site program, audio or video program.

  18. Approach large companies and offer to give seminars to their employees, investors or management.

  19. Be proactive with your marketing plan.

  20. Barter for your marketing. Offer products or services in lieu of payment.

  21. Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.

  22. Regulate your marketing budget to maximize the potential income from them to hit the next year and try to push back advertising costs for the next year to offset your expenses.

  23. Make offers to target markets or target market businesses to pay them for referrals or shared databases.

  24. Offer loaner products to replace equipment that’s be repaired or refurbished.

  25. Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.

  26. Continually consider what new products/services you can offer to current customers/clients.

  27. Develop a mail order division of your company.

  28. Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.

  29. Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.

  30. Offer a “you-choose-the-price” program. This is especially good for product you just can’t seem to sell.

So, there are 30 great ways to market to other professional and businesses. Some other great ways to get your name out there for little or no cost are:

  • Get involved you in your community-volunteer, donate to local events, etc.

  • Join your local Chamber of Commerce and attend the networking and other activities throughout the year.

  • Join a local, state or regional professional associates for further networking opportunities.

  • Become a board member of a local organization.

Advertising should never be your only method of marketing, there are a myriad of ways to get your name out there in a way that feels personal to potential customers/clients.

Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” Jay Abraham

If you’re not sure where you start with your marketing plan or how to reach out to your local community, competitors, customers/clients and others who could influence your business in a highly positive way, try our FREE test drive to experience the tools and resources we have to boost your business to the next level and beyond. Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Did You Know PR (Public Relations) Equals Free Publicity?

Posted by nancybaki on November 22, 2018

There are three key areas of public relations you can use to boost your advertising results ten-fold over your paid advertising.

The key to public relations lie in:

  • Public relation or publicity

  • Merchandising

  • Promotions


With a solid plan in place that encompasses all these areas, you’ll have a great approach to use public relations in the best way possible.

Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally powerful. Online marketing is just as, if not more, important as conventional media.

Here are the steps to get noticed by the media:

  1. Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.

  2. Compact your press release to include one hook and one angle. Choose the most attention-getting to make sure the media person you are sending it to is interested in reading it.

  3. Put your press release in professional formatting. With press releases you need a dateline, the most important information at the top, facts, figures and wrap it up with contact details including who and how. Print the press release on your letterhead.

  4. Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forgot to include relevant blogs, ezines, press release submission sites and to industry professionals.

More importantly than a perfect press release is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the press release. If you are provided people a solution to a problem, a way to avoid a problem and an opportunity to enhance their life the media and public will be interested.

If you have a connection (or the ability to get a connection) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offered newsworthy information, and then follow up with media outlets to make sure they are publicizing that information.

One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.”

Jay Abraham

Our FREE test drive can show you how to put together press releases that work! Check out how the pro’s do it and craft the perfect press releases for your business. 

Check it out:  www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com