STEP 3. Bravely differentiate
Now, let’s pull all of this data together in
order to build a powerful list of current
differentiators for your business.
EXERCISE 4
• Start with the list you made above
of the main products, services and
tools that you currently provide.
• Compare each item on your list to:
a) your target customer’s leading
goals, challenges, and ultimate
experience
b) the current offerings of your
leading competitors.
• Write a vivid, clear, well differentiated
description of how each of your
product offerings is:
a)
truly
unique
from
your
competitors and their product/
service offerings
b)
a standout as the leading
option within your marketplace
c) a better suited option for your
ideal customer in order to
address both their goals and
pain points.
STEP 4. Calibrate every element
of your marketing
Once you have clearly defined these
differentiators for your brand, you must
use them to calibrate each area of your
marketing so that your potential customers
are immediately aware of why your
businesses is best suited to meet their
needs. I recommend focusing on three
main areas:
1. Website and SEO
When a potential client arrives on your
website for the very first time, you have
less than 10 seconds to capture their
interest and convince them to stay on
your site. Therefore, it is critical that the
content (text, photos, badges, press,
etc) at the top of your homepage clearly
expresses your leading differentiators.
To test this, pull up your homepage on
your phone and ask a stranger to tell you
their first impressions about the services
which your business provides to clients. If
they name one of your differentiators, you
know that you are on the right path. If not,
then there is work to be done.
The tool SEO Minion can be used to guarantee that search engine
indexes are recognising your key differentiators as well.
2. Social media
The same rule applies for all of your social media platforms. Make
sure that your descriptions, photos, and posts consistently circle
back to your leading differentiators and the defining qualities of
your brand.
3. Social proof
Social proof is a representation of the influence your business has
on your customers, and it often describes their experiences while
using your products and services. Examples include testimonials,
reviews, endorsements, customer counts, and accolades. With 86%
of customers reading some form of online review before making a
purchase, it is ideal that your social proof also drives home your
key list of differentiators and that it is thoroughly spread throughout
all of your marketing methods (i.e. website, social media and paid
EXERCISE 5
• List the most important change you need to make to your
website homepage in order to better represent your
leading differentiators.
• List one upgrade you can make to your leading social
media platform in order to better represent your leading
differentiators.
• List a new weekly habit which you should adopt in order to
gather more valuable social proof for your brand and
include it in your marketing.
advertising).
When you can identify exactly what it is about you and your service
that differentiates you from your local competition, you can actively
promote your unique selling points in all of your marketing and appeal
specifically to your ideal customer.
Billy Polson
Billy is a fitness entrepreneur, an international presenter
and a business consultant for trainers and gym owners.
In 2004 he founded DIAKADI Fitness, awarded the
San Francisco Bay Area’s ‘Top Trainers/Gym’ for 13
straight years. The Business Movement, Billy’s fitness
entrepreneur education program, has assisted hundreds of fitness business
owners with developing powerful brands and maximising their success.
FILEX 2020 POSTPONED
Billy was scheduled to share his wealth of fitness business insights at
this year's FILEX fitness industry convention in May. The event has been
postponed due to government restrictions on large gatherings that have
been put in place to reduce the impact of the COVID-19 coronavirus.
CLICK HERE FOR THE LATEST INFO ON THE EVENT
NETWORK AUTUMN 2020 | 15