Photo: thms.nl
In retail marketing, they have a great saying. They say that your store should be worth crossing the street for. This means it should be so attractive that people will leave whichever shop they are in or stop whatever they are doing, to cross the street and walk into your place.
The retail outlets that are worth crossing the street for, made the decision to stand out. They worked at it. They invested in it. They took it seriously.
Conversely, the stores that blend into the background and slowly go broke, made the decision not to stand out. They copied what they saw the others doing. They didn’t take it seriously enough to do it correctly. They tried some advertising and played with their window display. They took free advice. They did the wrong things extremely well. As a result, the harder they worked, the more they became camouflaged among all the others, who made the same mistakes. They didn’t stand a chance.
Is your business worth crossing the street for?
When people compare your business to your competitors (and they do) are they prepared to cross the street? Does what you have to say , capture their attention and motivate them away from their current provider? These are important questions for you to ask and answer, if you want to grow a successful business.
Most small businesses struggle to get noticed, let alone project the kind of powerful impact, which attracts clients and customers. The thing is, there’s no need for this to happen to you. It’s a decision you make. If you don’t know how to stand out, you can either invest the time required to learn how to or hire someone who already knows.
The bottom line: It’s always your decision.
Jim Connolly can help you grow your business and achieve the breakthrough marketing results your hard work deserves. To find out more, simply click here!
Such a good analogy, Jim!
I’ve found that many clients are actually afraid to stand out from the crowd. They start out with great enthusiasm for their point of difference. They ask the creatives to come up with branding and messages that complement that difference.
Then, when they see how precisely targeted the brand/message is, they freak out. They start saying, “but what about THIS audience? What about THIS benefit?” on and on until the entire point of difference has been watered down to bland nothingness.
Are they afraid that they’ve chosen the wrong message, or that they really aren’t that different? Or are they terrified of the reaction from those they report to?
It can be so frustrating when they refuse to BE what they are. And oh, so pleasurable when they do the right things and you watch them grow and succeed.
You clearly know what you’re talking about here, Sara – I’ve seen that exact same response.
BTW: I love the message at the front of your site: http://www.sarawriter.com/
“Words matter”
They certainly do.
Your post is spot on, Jim!
Sara, I agree with you wholeheartedly; and I’ve had the same types of experiences with clients!
Standing out from the crowd–or authentic branding–is not just a logo or tag line. Its core is your unique promise of value.
Successful brands are not created; they are uncovered, strengthened and nurtured.
I love the quote by Harry Winston, “Each gem is like a friend, unique and unforgettable.”
I believe that each of us is a gem. If we extract it (unearth it to appreciate its unique properties) and express it (polish and cut it so it sparkles for its target audience), people will “cross the street” for us–whoever we are; and whatever we do!
Thanks, Jim and Sara!
Unique and unforgettable. I like that!
Thanks for the feedback, Barb.
Thanks, Jim! Glad you like it!
BTW, I’m still working on my own polishing and sparkle! For many of us (if not most), it’s a work in progress:-)
Just between me and you… I polish my head every morning – JUST for that reason
Chuckling here in MN, Jim:-) We work with what we have, don’t we:-)
I definitely agree. In this day and age, there are so many competitors and copy cats. You need to be unique if you want to separate yourself from the others. One of the best way to do so is with superior customer service.
This was an incredibly inspiring article. I know many people who own small businesses and I would definitely recommend this post to them. If a business is not worth “crossing the street” for then there really isn’t even a point in being open is there? I mean, if people aren’t willing to choose your business over your competition on a consistent basis then you will never have a successful business and you wil end up folding.
[...] your product appears to be similar to competing products, yet you are charging more for it, people will think your product is too expensive. All things [...]
[...] How to make your business worth crossing the street for – Jim’s Marketing Blog You have to stand out to get their attention. [...]
Good points, but I was kinda confused by the image: that store doesn’t look ‘special’ at all plus, more importantly, people are waiting there because of the product: as it was (is?) hot. So then it doesn’t matter where you sell it from: a 20ft container would have done…. Reversely, no matter how that shop looks like, 2 years down the line there will be no queues any longer – just because there is some hotter fad.
I understand you needed a stock image with a line of people, but this one doesn’t make your point, I feel (nor Sara’s, as her comment was on the mark as well!)