Being remarkable - how to have an extraordinary business
Being remarkable - how to have an extraordinary business
Innocent drinks have established a great brand for what is really a quite unremarkable and very expensive product. They make even a meanie like me want to buy them. Not only do they have fantastic packaging, they’ve created a whole story about the drinks which has tapped into exactly the right demand from consumers for natural and healthy products. Innocent now has 62% of market share – enormous in their sector.
Swatch threw away the watch making rule book when they started out. They found a way to make very desirable, stylish watches for a fraction of the price that Swiss watches usually cost, by using new technology and selling a lot of watches. Swatch are still around, and I’m wearing one right now. Swatch were remarkable because their products have such fantastic designs (many are now collectors items) but didn’t need to be made to last forever.
Why would I bother?
In the old days you could set up a business, place a few ads, put your name in the yellow pages and tell your friends about it. If you had a shop, you could depend on people walking past to come in and buy something. In the 21st century, things don’t work like that any more.
We have all become more sophisticated as consumers. We take less notice of ads, we’re suspicious of anything that isn’t recommended to us, and we’ll drive to the shops we like, rather than go to the one down the road.
Promoting your business is a lot harder than it used to be in the good old days. Now, the only businesses that do well, are ones that are a bit different. If you’re selling the same old stuff in the same old way, you might not even survive.
How you can be remarkable
Have a good think about your business and why people should bother to buy from you. Unless you’ve got a big business, don’t even think about trying to be cheaper than the competition – the big boys have the deep pockets to run you out of town. Amazon will always be able to sell books more cheaply than a small bookstore, but the small bookstore that makes a whole experience out of shopping there and makes their customers feel excited about buying from there will still be able to do well.
You should be thinking about what you’re selling and what’s exciting about it. What would make your customers bother to tell other people about you. Are you nicer, funnier, healthier, more ethical, more knowledgeable? Could you be?
Work out what your story is. You want people to be able to tell a story about you. That’s what Innocent did – they have lots of stories about how great it is to work there, how they did their initial market research, and even how good the drinks taste …and we believe their stories.
Next, you need to think about how you’re promoting your business. How do you get people to come to you? You want to make sure that people are talking about you, and traditional advertising usually can’t achieve that. You need to use the media to get attention, encourage people to recommend you and talk about you and your story. Newspapers, magazines and blogs are only interested in something out of the ordinary - so unless you have a remarkable tale to tell, no one is going to write about you.
Don't be boring - be remarkable, and your business results will be extraordinary as well.
Being remarkable how to have an extraordinary business - To learn more about this author, visit Julia Chanteray's Website.
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Think about some remarkable businesses and how they’ve achieved it.
Innocent drinks have established a great brand for what is really a quite unremarkable and very expensive product. They make even a meanie like me want to buy them. Not only do they have fantastic packaging, they’ve created a whole story about the drinks which has tapped into exactly the right demand from consumers for natural and healthy products. Innocent now has 62% of market share – enormous in their sector.
Swatch threw away the watch making rule book when they started out. They found a way to make very desirable, stylish watches for a fraction of the price that Swiss watches usually cost, by using new technology and selling a lot of watches. Swatch are still around, and I’m wearing one right now. Swatch were remarkable because their products have such fantastic designs (many are now collectors items) but didn’t need to be made to last forever.
Why would I bother?
In the old days you could set up a business, place a few ads, put your name in the yellow pages and tell your friends about it. If you had a shop, you could depend on people walking past to come in and buy something. In the 21st century, things don’t work like that any more.
We have all become more sophisticated as consumers. We take less notice of ads, we’re suspicious of anything that isn’t recommended to us, and we’ll drive to the shops we like, rather than go to the one down the road.
Promoting your business is a lot harder than it used to be in the good old days. Now, the only businesses that do well, are ones that are a bit different. If you’re selling the same old stuff in the same old way, you might not even survive.
How you can be remarkable
Have a good think about your business and why people should bother to buy from you. Unless you’ve got a big business, don’t even think about trying to be cheaper than the competition – the big boys have the deep pockets to run you out of town. Amazon will always be able to sell books more cheaply than a small bookstore, but the small bookstore that makes a whole experience out of shopping there and makes their customers feel excited about buying from there will still be able to do well.
You should be thinking about what you’re selling and what’s exciting about it. What would make your customers bother to tell other people about you. Are you nicer, funnier, healthier, more ethical, more knowledgeable? Could you be?
Work out what your story is. You want people to be able to tell a story about you. That’s what Innocent did – they have lots of stories about how great it is to work there, how they did their initial market research, and even how good the drinks taste …and we believe their stories.
Next, you need to think about how you’re promoting your business. How do you get people to come to you? You want to make sure that people are talking about you, and traditional advertising usually can’t achieve that. You need to use the media to get attention, encourage people to recommend you and talk about you and your story. Newspapers, magazines and blogs are only interested in something out of the ordinary - so unless you have a remarkable tale to tell, no one is going to write about you.
Don't be boring - be remarkable, and your business results will be extraordinary as well.
Being remarkable how to have an extraordinary business - To learn more about this author, visit Julia Chanteray's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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