What makes you better than your competition? This is often the most difficult question to answer when I begin working with a new client. But the businesses who are able to answer it succinctly beyond "better customer service" are the businesses that have the greatest success.
There's something about a lemonade stand run by the neighborhood kids that makes you want to buy. It may take us back to our own childhood when we ran our own lemonade stand, it may be that you want to reward and encourage their entrepreneurial spirit, or you may just be thankful that they are doing something other than playing video games. Whatever our reason for buying, it's rarely because we are hot or thirsty.
What we're doing is relating. Even though they haven't told us their story, we've been there in some way, shape, or form — either physically selling lemonade as a child or starting a business or raising kids we hope turn out like these kids — and we want to support them. It works that way when we grow up, too.
When there are many businesses offering the same products and services you are, people buy our "why." All things being equal, people will pay more money for your "why." But as business owners, we don't always tell our prospects our "why." We may think it's not important. We might think they should know. Or maybe you've disconnected and forgotten your "why." (Read more about the power of "why.")
Your "why" is an integral part of your brand story. It's your unique identifier that no one else can take from you. Competitors can create similar products and services, can slash prices to slim margins, but no one can recreate and deliver your brand. If they try, they are being inauthentic and people see right through it.
If you haven't done it yet, take time and really analyze why you're in the business you're in. Dig deep. You may realize you've been telling someone else's story. Hopefully you'll reconnect with your purpose and re-ignite your passion. It's time to tell your story.
Are you struggling to define your "why?" Call Christina for a free coaching session at 563-580-5657 or email email@example.com.