The Small Business Advisor

By Carma Spence-Pothitt
http://www.homesweethomepagebook.com

If your business is to thrive, you must know what your target market wants and how you can help them in a way that no other can.

You not only must know what keeps your target market up at night, but also what is unique to your solution for helping them sleep more peacefully.

Of course, this doesn’t mean you have to offer something that is totally different. Think of fast-food burger joints McDonald’s, Burger King and Jack in the Box. They all offer hamburgers, so why would you choose to go to one over the other? Location is not always the answer. Maybe you prefer the fries one offers over the other. Maybe it’s the special sauce they slather on the burger. Maybe it’s the personality of the mascot. These (and other things) are what make each burger joint unique and different.

And you can do the same with your business. So, what is unique and special about you, your business and your offerings?

Is it your customer service?
Think Nordstrom’s. What sets them apart from other department stores is their exemplary customer service. So much so that some people are willing to spend more for the same items just to have access to that level of customer service.

Is it your method of delivery?
Maybe the way you deliver your products or services is different or more effective than others in your industry. For example, many foreign language courses sell on the fact that you will learn the language more quickly because of how they teach you.

Is it your unique life story?
For small business owners, your life journey and how you communicate it can set you apart from others in your industry. Some people will be attracted to your business because of how you got there. They see a kindred spirit or inspiration in your story and therefore will be more likely to do business with you.

Is it your special combination of skills?
Maybe you have a unique skill set or combination of skills. Maybe you’ve pulled together a unique team of professionals. These things can be a selling point.

Seek out what is different, special or unique about your business and play that up.

Knowing what sets you apart is critical in creating a home page that will attract your ideal clients. In fact, the first deadly mistake of home page design is not knowing the purpose of your website. To learn what the other four deadly mistakes are, pick up a copy of Home Sweet Home Page: The 5 Deadly Mistakes Authors, Speakers and Coaches Make with Their Website’s Home Page and How to Fix Them! at http://www.homesweethomepagebook.com. Act quickly and grab your copy during the Virtual Housewarming Party, March 15 through April 1, and you’ll also get additional valuable goodies.

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