“Be yourself; everyone else is taken.”
Thank you, Oscar Wilde, for the inspiration.
But this doesn’t just apply to individuals.
It applies to businesses and brands, too.
As the creator of Express Writers, I have learned that we are successful because we have embraced our individuality and refuse to focus on what our competitors are doing.
Along with dancing to the beat of our own drum, from the beginning, we focus on building the best services for our clients and original thoughts that build elite and unique levels of service.
From my own life experience, I know how hard it is to find out what makes you different in an industry everyone seems to be in.
I’ve always enjoyed writing, and building a content marketing and writing agency was a natural next step for me. But it hasn’t come easy. Through the ups and downs, I discovered my greatest successes on the heels of failures.
(It’s a longer story than this, and you can read it all here.) In short, my failures helped me ask a ton of questions and ultimately embrace my flaws and stand out from the rest of the content-marketing industry.
So, how do you find out what makes you different from your industry?
Here is a number of questions to help you and your business know just how well you’re standing out — and making a real difference online.
Answer these 5 questions to know if you're standing out and making a real difference online, vs. adding to the noise. @JuliaEMcCoy #ContentDifferentiationFactor Click To Tweet
How to Stand Out Online: 5 Questions to Ask to Know What Makes You Different from the Rest of the Pack
Let’s dive into the five questions every entrepreneur and business owner should be asking.
1. What is Your Content Differentiation Factor in Your Industry?
I teach this concept in my Content Strategy & Marketing course and have written extensively on it in my book. To summarize, your content differentiation factor (CDF) is what separates you from the billions of other content on the web.
Ask this question:
“Does my business communicate topics with people that the rest of the web doesn’t?”
Maybe it’s exclusive content you provide that no one else does, a positive digital experience clients can’t get anywhere else, etc.
Your CDF is how you present your brand/business, and how you communicate industry topics to your audience.
So, understand what separates you from the rest of your industry and go from there.
2. What Makes Your Selling Technique Different from Everyone Else?
Everyone in your industry is selling something similar, right?
For example, if you’re in the marketing industry, you’re probably doing some content marketing.
Why? Because content marketing provides one of the highest ROIs.
If you understand that, a number of other people in your industry know that too — so, how do your content marketing services stand out from everyone else? Or any of your other services for that matter?
Remember, your unique selling proposition (USP) is different than your CDF.
- Your USP is the factor that makes your services and products different than competitors. (Different in terms of by choosing your services and products, they are receiving a higher value.)
- Your CDF is how your business/brand is presented. (When you acknowledge industry topics you don’t just give a generic response. You provide an individual and valuable experience that will educate and benefit your customers.)
Make sure you’re asking this strategic question:
“How do I present my services/products differently?”
Remember though, don’t focus only on your competitors.
By focusing on what your competitors are doing, you’re losing focus on your own ideas.
Understand what your competitors are doing and how you’re different from them, but don’t focus too much on them.
Look inside you, your team, and your own environment for your best ideas. Make sure you have a valid reason to give when your customers ask why they should invest in you and your services/products.
3. What Does Your Business Do for Your Customers?
This is part of your USP: understanding what your business/brand provides your customers.
If you’re having a hard time pinpointing what your USP is — don’t worry. You can start narrowing it down by asking yourself what your business does for your customers.
For example, Charles Revson, the founder of Revlon, said that he sold hope, not makeup.
Revson’s promise to his customer was that he was going to provide a product that gave women hope to receive the look they wanted.
So, when you’re thinking about what your businesses do for your customers, don’t just think about the products/services you sell. Think of the feelings and solutions it provides.
4. Are You Comparing Yourself to Your Competitors Too Much?
I mentioned earlier when I talked about asking yourself what your USP is how you should understand what your competitors are doing.
But, don’t focus on them too much.
Once you start focusing on your competitors more than you start focusing on your own ideas, you lose your own sense of creativity.
I used to use templates for my emails, and veered too close to copying and pasting while going off “best practices.”
Then, one day, I sat down without distractions, only armed with inner inspiration.
I had the idea for a great email around my Content Strategy & Marketing Course, and wrote it out.
It turned into one of my most high-converting emails to date:
If you think you’re losing the original “you”, simply ask yourself, “Do I compare myself to my competitors too much?”
If the answer is yes, then I have a few tips to get you to stop analyzing your competitors and start going more internal for bigger and better results:
- 1. Unglue Yourself from Social Media
- 2. Get Some Fresh Air and Exercise
- 3. Indulge Your Creativity
Read more here: Why Focusing On Your Competitor Could Be Killing Your Business
If your answer is no, that’s great! 👏🏻
Remember, it’s important to study what your competitors are doing, without fixating on them. After all, there are millions of people in the world and a lot of them are studying what you’re studying. They’ve made mistakes and have crossed roadblocks you haven’t gotten to yet.
You don’t need to reinvent the wheel, you just need to recreate it.
1. What is your content differentiation factor? 2. What makes your selling technique different from everyone else? Ask yourself these five questions to see if you're standing out in your industry. @JuliaEMcCoy Click To Tweet
5. What Brands Do You Love?
What are a few examples of well-known brands that resonate with you and your business? Make a list of your favorite businesses and look into their business models.
They don’t have to be in your industry.
In fact, if they’re not in your industry, then it’s not as easy to compare yourself to your competitors — which, remember, you don’t want to do.
Well-known businesses haven’t always been well known — they had a starting point, just like you.
Well-known businesses haven’t always been well known — they had a starting point, just like you. @JuliaEMcCoy Click To Tweet
Here are three examples of well-known businesses that are prime examples of not fitting in.
It doesn’t matter what your industry is: Netflix is absolutely killing the whole “doing something the rest of the industry isn’t” thing.
They can be used as an example for just about any business.
Not only were they one of the first ones in the streaming video industry, they started using all kinds of data to give the people what they want.
.@netflix @dove @airbnb are examples of brands busting through next levels by NOT fitting with typical competitors. Click To Tweet
Netflix understands their audience better than any other video-streaming business — and some could argue businesses outside of the video streaming industry.
People want more options of movies/TV shows to binge watch, Netflix started making their own original videos and people are definitely not complaining.
Your business might not be a video-streaming business, but you can use Netflix as a leader — study your audience and go after them.
In the early days of fashion, the only models that were good enough were super tall and super skinny.
Dove introduced a “Real Beauty Pledge” that uses real, everyday women as their models and help women build self-esteem confidence.
Not only was this campaign revolutionary for marketing in general, it increased their entire business by 2 BILLION dollars.
Yeah, billions — that’s a huge increase.
Dove shows us that businesses can become the voice of the unrepresented — even if it hasn’t been done before.
Can you just imagine the conversation in the boardroom about this?
“Hey Bill – I want to do a campaign with eleven every-day women that look just like the moms I hang out with at my school PTA meetings.”
“Uh, Sarah, I had supermodels on the Cayman Islands at the top of my list.”
“But every woman will relate to mine and we’ll grow by at least $1 or even 2 billion.”
“Hmm…yeah, you’ve got a point about our audience there. Okay, Sarah, you win this one.”
👏🏻 The campaign idea may have sounded crazy at first, but with a campaign most women can relate with, it was a huge success.
If you enjoy traveling, you’ve heard of Airbnb, and even if you don’t like traveling, you’ve probably heard of Airbnb.
Airbnb is a travel company that is revolutionizing the hotel industry by giving people a home anywhere around the world while also giving them a local and unique experience without breaking their bank.
Airbnb’s business model is targeted to get people to list their real-life home for a few days, weeks, or months, so more people have reasonably priced places to stay while also experiencing local culture. They advertise a great message: customers can become business owners just by renting out their homes, or, if they don’t want to rent out their personal home, they can be renters where they can experience a unique place that is theirs for the time that they’re visiting.
After seeing the most popular locations and types of homes users wanted to rent, they introduced AirBnb Plus. Airbnb Plus is their way of presenting specific areas and homes that are “extra special.” The Airbnb team even studied real data to showcase the best cities and homes around the world for amazing customer experiences.
Although Airbnb studies their data thoroughly, ultimately, they treat their customers as business partners.
If you as an Airbnb customer book an apartment for a week, you deal with the person that owns that apartment/house — not Airbnb. Airbnb only steps in if the home does not meet the listing standards or you (as the customer) do not feel like you belong. Plus, Airbnb promises to reimburse customers for homes that do not live up to listing standards, or on the flip side, they’ll help the homeowner if customers damage the home. That’s a pretty amazing guarantee level.
A good goal that Airbnb has uniquely captured, that you could also work towards: treat both your first-time and returning customers so well, they want to start referring your service freely to others. But the way you do this must be unique, like Airbnb’s above-and-beyond guarantee.
Start Asking These 5 Questions and Stop Same-Old Syndrome
It’s hard to stand out, especially in a world where everyone is doing what seems the same thing.
I mean, just look around the Facebook ad-o-sphere. Or the marketing universe in general.
Everyone’s quoting “best practices” and then looking over the shoulder of their competitor just to end up doing same old, same old.
What if we authentically focused on creating a truthful message, connecting with our audience and solving problems instead of just selling things?
Need some help creating content that reaches your audience in a powerful, impactful way? We’re just an email away.