Photo: Shutterstock.

It’s tough being a service provider these days. There are so many of us in every industry. Not only that, a prospective client can find lower priced alternatives to us, on Google, in seconds.

With so many competitors, what can we do?

• We could try and out-spend them on advertising. Of course, this eats into our profit margins.
• We could try being the lowest priced. Of course, this almost eliminates our profits completely.
• We could try joining a networking group. Of course, we’d be relying on fellow group members to provide us with leads… the very same people who need to attend the group because they can’t even get enough leads for their own businesses.

There are better alternatives though. And one that works extremely well, is to become number one in a category of one.

It’s the strategy I follow for my own business and one that could be just as effective for you and your business.

Allow me to explain how it works

Let’s imagine you’re an accountant. (You could equally be a mentor, financial advisor, lawyer, designer, trainer, marketing consultant or whatever). Anyhow, unlike your fellow accountants, you choose to work exclusively with creative professionals. This immediately places you as number one in a category of one.

• The fact you understand their profession at a super-deep level, sets you apart from the rest.
• The fact you understand their terminology and speak their language, sets you apart from the rest.
• The fact you understand the threats and opportunities specific to their industry, sets you apart from the rest.
• The fact you understand their unique requirements, sets you apart from the rest.
• The fact you understand the creative mindset, sets you apart from the rest.
• And because you’re set apart from your former competing providers, your prospective clients will see you as massively more relevant to them and their business!

It’s hard to think of a service provider in any industry, who couldn’t transition themselves into being number one in a category of one.

Yes. Including you, my friend.

I’ve had an idea that could help your business in multiple ways. It’s an unreasonable idea. Yes, I know that sounds weird.

Allow me to explain.

If a product or service is only reasonably good, it’s nothing special. It’s just okay. It’s certainly not good enough to motivate people to buy from you, hire you or tell all their friends about you.

This got me thinking

The opposite of reasonable is unreasonable.

So… what if someone decided to embrace an unreasonable mindset to their business and the services they provide?

I believe it could lead to massive improvements, across their whole business. Here are just a few examples of what an unreasonable approach might look like.

The business owner could choose to:

• Be unreasonably committed to customer service and the happiness of their clients.
• Show unreasonable persistence, when it comes to keeping their promises.
• Have an unreasonable attitude to life-long-learning.
• Set the bar unreasonably high, on the quality of work they’re willing to ship. [This will help you get it right]
• Have an unreasonable passion for helping others to succeed.

Any business operating from that kind of unreasonable mindset, is going to get noticed. They’re going to retain their clients for longer, too. And yes, they’re going to give their clients and their marketplace something to tell their friends about.

If being reasonable isn’t working for you, you now have an unreasonable alternative to consider.

I spoke about the importance of creative marketing yesterday. I also promised to give you some examples.

This one is an absolute gem!

It’s all about Edwin and how he owned his marketplace. Plus, the secret of his success. A secret which can be applied to your business.

Edwin was the busiest and best-known photographer in the town where I grew up. He had a very unique sense of fashion, often wearing an elaborate hat and super-bright jacket, with contrasting waistcoat and the weirdest shoes you can imagine. He drove to meet his prospective clients in a classic 1950’s Ford, or riding his equally old motorcycle (complete with goggles). He stood out a mile. He looked like an artist. And everyone hired him, despite his high fees.

Did you notice something missing from Edwin’s description?

At no point did I mention how good his photos were. Having seen his work, it certainly looked professional… just like the vast majority of experienced, professional photographers.

What set Edwin apart from the competition, was that he used creativity to stand out. He built a brand around his services. And in doing so, he developed a whole experience around hiring him. His customers would get bragging rights, just because THEY hired Edwin for their wedding, family photos or corporate work. He gave them a story worth sharing, and they told everyone.

If people wanted to hire another local photographer, capable of equally good work, there was a ton to choose from, and for far lower fees. However, when they wanted to hire Edwin, Edwin got hired and he was paid Edwin rates.

The takeaway from Edwin’s story

The most commercially successful; accountant, lawyer, architect, coach, consultant, designer, photographer, hair stylist, doctor, etc., is very seldom the best or the most qualified or the most experienced.

That’s because there’s a HUGE difference between being the best-selling, and being the best.

So, step away from the pack. Stop marketing your services like your competitors and apply real creativity.

Because every piece of marketing you do, which falls in line with your prospective customer’s expectations, is simply camouflaging you and hurting your business.