Yesterday, we started looking for a new dog. And we found it’s not an easy thing. Here’s the story…
Six weeks ago, we said goodbye to our German Shepherd, Dag. He was 11 years old and, despite other claims out there, he actually was the best dog in the world.
Don’t believe me?
Dag was born and raised for a year in Germany. Then brought to the US by a breeder and trained for another three years.
He was four when we adopted him. A protection dog, who was also a relaxed family member. He brought calm to our lives, but could also “bring the party” if there were any dangers around.
Never chewed a shoe. Never dug a hole in the backyard. Rarely barked. He was always by our side or at our feet. A silent protector.
So, now he’s gone and we’re trying to find a replacement. But after our first attempt, we realize it won’t be as easy as driving down the street.
We found ourselves measuring the prospective dog against Dag.
He’s a great-looking German Shepherd. But his looks aren’t as unique as Dag was. And the training wasn’t there. We could love him, but we needed more than that. We’re not looking for a project to “fix.”
So we’re still searching… (if you know anybody who breeds DDR German Shepherds, let me know…)
How’s this relate to your marketing?
Well, it struck me that all your prospects view a new product or service in the same way. Whatever they were using or doing before is “comfortable.” It’s a known quantity.
We all prefer to say “No,” to a new proposal.
Why? Because it’s easier and less painful.
If we say “Yes,” than we’re creating change to our way of doing business. Or to our lives.
“No” is safer.
How do we get to “Yes,” you ask?
That’s the key question. And I imagine you already know the answer.
You need to position yourself in a better light than your competitor.
[And keep in mind, your competitor is sometimes “nothing.” Your product or service may be a completely new concept to the prospect. You may not be replacing an existing preference. ]
Back in the mid-90s, I spent a college semester abroad in Rome. Along with about 16 of my classmates.
One thing we’d all do is take a lot of photos of the amazing architecture around every corner of the Eternal City. And then we’d share them once we got them developed. (remember those days?)
And there was this one guy whose photos always looked 100 times better than the rest of us. What the heck? They were from the same place I took mine, but his always looked better.
[He eventually went on to be an architect AND also a very successful photographer…]
The key was his eye was more attuned to getting the picture framed just right.
He might’ve been standing in about the same spot as me. But he knew to move a little more to the right to hide that power line. And to catch the edge of that other building to frame it perfectly.
And he came back later in the day when the sun was casting the light just like he wanted it.
That’s how he did it.
That’s how you need to position your products and services.
You need to take the time to find that thing that differentiates you from your competitor.
It’s there.
You need to find it. And frame your marketing and messaging around it.
Maybe it’s a special ingredient. Or maybe it’s something about your process. Or maybe it’s a standard service you provide above-and-beyond the industry norm.
Finding that thing is what helps you differentiate yourself from the others. That can be the thing that helps them see your product as a better alternative to their current solution.
So, that’s your next step. find that key differentiator.
If you already have – great! Now make sure you’re using it to set yourself apart and position yourself as the obvious answer.
Want some more ideas? A great book to read is Positioning: The Battle for Your Mind, by Al Ries & Jack Trout.
Otherwise, if you want my help, hop on over to the Contact Form and let’s get this thing going.
You won’t find another architect out there like me. One who’s dedicated to helping you make better connections with architects.
Make it a great marketing day!
Neil Sutton