That’s the first question…
I always ask someone who is thinking about marketing their business. You’d be surprised how many have to think about it or don’t really have an answer at all. Advertising and marketing is about cutting through the clutter of a very competitive landscape. Some great examples of this:
Bose speakers = audio quality. They never really even talk about price.
Papa Johns Pizza = They hang their chef’s hat on “Better Ingredients – Better Pizza.
BMW = The Ultimate Driving Machine
In the crowded world of fast food and sandwich shops there is a place in Dallas – but they have them all over the country – Jimmy John’s. Sure, they make a really good sandwich, but if you ask what they are famous for? “Freaky Fast Delivery.”
Think about your business. Really think about it. What is it that made you want to do this in the first place? What sets you apart? What do you do better than anyone else? Why should I see you instead of a competitor?
The answers are as different as snowflakes, but you better have one. If I hear of another restaurant offering “The finest and freshest ingredients” or a car dealer offering the “Biggest Sale of The Year”… There is even a dealer group in the Dallas area that uses a jingle from Ghostbusters and the refrain “Who ya gonna call?” but they never give the phone number!
Not having an answer to the question “What Are You Famous For?” is bad…but seemingly not delivering on that promise is worse – for example, a couple of years ago I was strolling through a small town in northern California and saw a little restaurant called “The Big Salad.” I’m a huge fan of Seinfeld and remember an episode by that name so I stopped inside to see what had to be their signature, “Big Salad.” I looked over then menu and not only was there nothing called “The Big Salad” I noticed that their salads come in 2 sizes. Small and Regular. I’m not kidding.
So, here’s your assignment.
Ask yourself: What Am I Famous For? The answer will lead you in the right direction.
Forward Push Media can help your business determine what’s it famous for. Read more about our branding services here.
By Leslie McMurray