You know that what your care business offers clients is amazing – you’ve worked hard to make it that way.
And yet, when clients are browsing your website, they often don’t see what’s distinctive about you.
In order to stand out from all the other options around you, you have to locate your super power.
Here are some things that can make you stand out:
And yet, when clients are browsing your website, they often don’t see what’s distinctive about you.
In order to stand out from all the other options around you, you have to locate your super power.
Here are some things that can make you stand out:
- Specialism in a certain type of care
- Charismatic founder or leader
- Having a great back story or philosophy
- Being expensive
- Being cheap
- Being non-profit
- Being big
- Being small
- Location
- Certain facilities
- etc etc.
Some of those things might sound like reasons to not buy, but it just depends on who your audience is. Some people will only buy the best and therefore assume (not unreasonably) that expensive = better).
Harness your super power
Once you’ve identified your points of difference, it’s about harnessing that strength. For example, if you have a Dementia specialism, that’s quite straightforward. You mention that front and centre across all your comms.
Whereas, if your strength is a charismatic leader, you need to think more about the marketing channels you choose. It’s about freeing them up to network, attend events and work their magic. Or you might want to use video on digital channels – if you can persuade them – in order to grow their reach.
To really harness that strength, it should be talked about everywhere – not just on the website but on your Facebook profile, in your email signatures, in the phone scripts when people make enquiries.
Whereas, if your strength is a charismatic leader, you need to think more about the marketing channels you choose. It’s about freeing them up to network, attend events and work their magic. Or you might want to use video on digital channels – if you can persuade them – in order to grow their reach.
To really harness that strength, it should be talked about everywhere – not just on the website but on your Facebook profile, in your email signatures, in the phone scripts when people make enquiries.
Don’t settle for vanilla
Whatever your business, you have a super power – sometimes you just need a hand figuring out what it is. But once you do, you can go from being one of a dozen beige options, to truly standing out as unique.
Because you are.
Here’s to standing out.
Because you are.
Here’s to standing out.