{photo by nickwheeleroz. Do you stand out in a crowd?}
We may grow up trying to hide our differences in order to "fit in", but when it comes to your business, the best thing you can do for yourself is to really work on standing out.
As you market your business, you need focus on the inherent differences between you and your competitors. What makes you different than the next shop over that also specializes in eco-friendly recycled letterpress cards, or also makes refurbished vintage jewelry or also sells funny screen-printed cotton tees?
I've heard it said that no idea is original, and undoubtedly that's true, but that doesn't mean you have to resign to be just another shop that sells just some more of whatever. Customers don't buy from "just another shop," they buy from the shop that has something different to offer, something that they see as valuable beyond what the competitors offer.
What makes your shop special? What do you have that no one else has? Focus on what makes your business different, and work to communicate those differences to your customers.
What are the differences in your designs, your materials, your techniques? Also think of what you offer in terms of customer service, selection, price points, quality and expertise that is different than your competitors.
Emphasize those differences to engage your target customer. Who you are selling to? Why do they buy from you? You might even want to ask some of your past customers why they chose to shop with you, as they might have a more objective reason that you wouldn't even think of yourself!
Take a peek at your competitors and see what they claim makes them different. Who is their target market? How are they approaching them? How you can approach them differently?
Once you find those things that make you stand out from the crowd, emphasize them in your marketing efforts whenever you can. Now is not the time "fit in" unless you want to find yourself getting passed by.
