Finding Your Way in School and in Business

Imagine for a moment you’re the new kid at school. You arrive on the first day and take a few deep breaths before entering. Around you, kids are happily chatting and comparing notes from their summer breaks. From the rockers to the geeks, each and every group seeks to have a strong representation at the school. Each social group seems to have established its own social hierarchy, and everyone knows exactly where they fit and what role they play within the school community.

As the new student, you nervously look at your schedule and make your way to your first class. It’s clear to you that you will have to find your own place of belonging within the already saturated student society. That’s never an easy task for new students.

Fortunately, you’ve been the new kid before, and you know the first step to finding your place is forming a few connections. You need to look for ways to demonstrate how you’re a worthwhile friend for people to have. You head into that first class with your head held high, confident you’ll be able to find new friends.

What It Means To Be A New Business

If you’ve ever experienced the above scenario, then you know just how stressful it can be. Once you’ve left school, you might even think you’ll never have to worry about finding your place again, but that would be untrue. New business owners must go through a similar process whenever they look to establish a new business.

A new business, like the new kid, is one that people are unfamiliar with, and therefore are reluctant to trust. You have not yet shown your value to anyone, so people are unsure about whether or not they should hang out with you.

Finding Your Way

The new student in the above story knew there were two key parts to becoming comfortable at the new school. First, connections with some other students had to be made. This typically involves getting to know a peer well enough that they’re willing to invite you back to hang out with the rest of the group. The second key part was proving you’re a fun person to hang out with and that you belong in that particular social group.

As a new business owner, you’ll also need to establish connections with other professionals. Networking is a critical component to becoming secure. These connections will be fantastic for providing referrals to your company, coordinating different projects, or generating new business directly by buying from you. New connections are your link to the established industry marketplace.

Just as the new student needed to prove their worth, you’ll also need to demonstrate how your products and services add value for your customers. You must have something to show that can intrigue people and encourage them to learn more about you. You might offer service to a new niche, better prices, a revolutionary product, or something else, but you must be able to show worth and value to get your foot in the door.

Being an entrepreneur is never easy. Finding your way when you first open your doors might be the hardest step. Similar to the new kid in a new school, you have to learn where you belong within your industry and establish yourself as a company worth your customers’ time. If you want to improve your brand reach with a marketing campaign, contact us today at 847-768-2679 to get started.

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Making Your Company Stand Out From the Crowd

Most industries today are teeming with competitors, each offering a slightly different take on their products and services. In this environment, it can be difficult to imagine how you’ll ever make your products, services, and company stand out against the chaos. It is, however, possible.

Construct your advertising wisely

Customers see thousands of ads every day in just about every aspect of their lives. Whether browsing online, commuting, watching TV, or listening to the radio, customers find companies vying for their attention all the time. In this environment, it’s easy to see how customers get in the habit of just tuning out all the noise. To be successful, you must find ways to overcome that tendency. So how do you do it?

  1. Design ads that look nothing like those of your competitors. If your ads bear too much resemblance to other ads on the market, they’re much more likely to get overlooked.
  2. Make sure you integrate your ads across all campaigns. Once customers see so many ads, they tend to only glance at them. If your campaigns don’t use the same colors and themes, customers will be less likely to put them together and pay attention to what they say. By integrating them, customers get a consistent message across all platforms, which will help them absorb the message.
  3. Use a logo that’s visually appealing and represents your business well. Many companies, especially small businesses, tend to overlook the importance of their logos. However, logos tend to be one of the first things customers notice on advertising. A well-planned logo is excellent for branding. When the logo helps customers associate your business with your industry, they’ll start to form strong associations with your brand.

Tell customers what makes you different

We’ve all heard how important it is to find a niche within your industry and use what makes you unique to appeal to customers, but you should also take this a step further. Identify what makes you different. That might be where your products are made (made in the USA?), how they are made (fair trade? natural preservatives?), or how they can help customers solve a problem in their lives (increase sales?). Use that difference as a key point in your advertising.

Get out in the community

Companies that get out and involved in their communities will find their brand recognition soar, with sales following closely behind. There are numerous ways you can get involved in your community. You might sponsor a local kids’ sports team, a local charity run, or some similar event. You could set up a table at the yearly town picnic or sponsor a float in the town’s Memorial Day parade. All of these techniques will help you raise awareness within your community and show how much you care about the people you serve. The result: a better reputation and more chances to develop relationships with potential customers.

Your company might be competing within an oversaturated industry, but that doesn’t mean you have to be just another face in the crowd. Use the suggestions outlined above to get started building your own brand recognition and reputation. If you’re ready to get started with a new marketing campaign, give us a call or drop us an email today at files@copyset.com. We’d be happy to help you reach more customers.

How Babies Can Show Us the Way to Find A Niche

Like so many other expectant couples, Sarah and Mark began researching baby products right away, as soon as they found out they were expecting baby number one. They listened to advice from friends and family, and they turned to the Internet to learn more about all the options and brands available to them.

Before long, they found themselves overwhelmed with choices: bouncy seats, swings, white noise machines, stuffed animals designed to mimic the mother’s heart rate. Who knew there could be so many different products dedicated to helping babies sleep?

As the couple began to wade through all the options, Sarah quickly began to realize the marketing genius behind it all. She worked in advertising and had seen this phenomenon countless times in successful ad campaigns. The makers of these various sleep products had completed the trifecta.

They had:

  1. Identified a real problem
  2. Tapped into their potential customers’ fears
  3. Designed a product to fill that niche in a slightly unique way

The importance of these three marketing points applies not only to companies designing sleep aids for babies, but to everyone who wants to design a successful product.

The keys to successful marketing

Successful marketing is built around identifying and addressing a key need for consumers. If your product looks interesting or does something really interesting, but customers don’t see an immediate need for it, it probably won’t sell very well. The key is to show customers exactly how your product addresses a specific need, even if the need is one they don’t even know they have. Show customers how your product or service will make their lives easier, and they’ll be far more likely to buy from you.

Capitalizing on what’s different

When Sarah and Mark began researching baby products, they were amazed at the sheer number of products that were designed for sleeping. What perhaps is even more astounding, however, is that all the products were slightly different. No two products were exactly alike. Even if two white noise machines were standalone, plug-in devices, there were always some slight differences. Maybe one had an option to play a recording of a heartbeat, while another had more lullabies. Each manufacturer seemed to know exactly what made its product different from the competition, and that’s what they capitalized on. One might focus on the benefits of having a newborn hear a gentle heartbeat while trying to sleep. Another might talk about how lullabies have been used for generations to soothe.

Like these manufacturers, your company must be able to show customers exactly how your products are different than the competition and why those differences make your products better. It does no good to duplicate a competitor’s product, as that niche has already been filled. Think about what makes your product superior, and use that information to mold your marketing campaign.

Show the product providing the solution

Any product that’s supposed to help babies sleep will include pictures of peacefully sleeping newborns right on the box. Such imagery expertly taps into the fears of potential customers (having a baby who won’t sleep) and offers them a solution (use our product, and you’ll have a peacefully resting infant). Your marketing campaigns should make it obvious to customers exactly how the product you’re selling is going to help them.

Customers want to know exactly why they should do business with your company. Taking the time to develop a marketing plan that shows how your products address specific needs will pave the way to marketing success.

If you’re looking to get started reworking your campaigns, give us a call today at 847.768.2679.

Finding Your Niche in a Crowded Industry

The Internet has been an enormous asset when it comes to doing business. We now have the power to reach potential customers around the world. But while the Internet has given us incredible benefits, it has also produced one major drawback: competition.

Thanks to the Internet, you’re likely competing with far more businesses than ever before. Today’s consumers often research companies online before giving them a try, so avoiding the Internet altogether is not an option. Even local businesses must often compete with one another online, too.

To survive in this intensely competitive atmosphere, you need to carve yourself a niche. With the right niche, you’ll have something unique to offer your customers and will know exactly what type of clients you’re looking to reach. Thanks to modern technology, you can now find each other.

So, how do you discover your niche?

Start by focusing on what makes your company unique. For some, that might mean discovering a product or service that appeals to a very specific group of people. For example, there might be a few different companies that make pet clothing, but you can set yourself apart by focusing on a particular type of clothing, such as winter gear or beach gear for pooches.

If yours is more of a service industry, focus on finding what makes your service different from your competition. There are countless companies and professionals who provide marketing services, for example, so branding yourself as a general marketer might not be that helpful. Instead, specialize in a particular type of business, gain particular certifications, or focus on a particular type of marketing.

Look for groups that have been under-served within a particular industry. You want to find potential customers who have been just waiting for someone like you to come in and help fulfill their need. When you reach these customers, you’ll have the best chance of growing your business.

What do you do once you have your niche?

Once you’ve figured out what sets you apart from the crowd, make sure your potential customers see your value as well. Take the examples above. If you want to specialize in producing beach gear for dogs, you don’t want to focus your advertising efforts on attracting the attention of people who just want dog clothes. You’ll be up against countless competitors! Instead, focus your marketing efforts on those who are seeking your specific products. Target those going to beaches regularly, those researching information about taking pets on vacation, or those who live in seaside towns.

In the second example, incorporate your unique qualifications into your advertising materials and use them as keywords in your online marketing.

Once you’ve identified your niche and discovered how to market specifically to them, you need to focus your efforts on becoming the niche authority. Since this is your specialty, you’ll have incredible insight to offer your customers. Take the time to develop valuable information and content that can help you stand out even further. This will help potential customers trust you.

In today’s competitive marketplace, you don’t have the luxury of being a general provider. You need to find something that sets you apart. Whether you provide services or products, finding a way to appeal to your customers on a unique level will provide you with the key to growing your business.