How To Differentiate Yourself In A Competitive Market

March 7, 2019 Kim Dawson

Are you feeling overwhelmed by marketing your business in what appears to be a saturated market? Do you feel unnoticed in the world of social media and unclear about how people can find you?

Solopreneurs and local business owners often feel like there’s too much competition to get the attention and visibility they need to grow their business. And while it’s true that there’s a lot of competition out there, that’s not necessarily true when you look at how different you are from other people in the same industry.

I’d like to encourage you to stop looking at you and your competition like you do the exact same thing. You may offer the same or similar service, your business is not just your service. It’s also about you and what makes you different. That’s your point of differentiation.

You might be thinking, I’m a graphic designer and so are they—and we’re competing for the same market. That’s not true. Your style, your creativity and your artistic expression may be very different from everyone else you’re competing with. Not to mention your personality, the way you interact with clients and the types of clients you work with.

Your style, your creativity and your artistic expression may be very different from everyone else you’re competing with.

Stop thinking about skills and criteria and what your credentials are. Instead, start thinking about you are offering the whole version of yourself. What do you as a unique individual makes a huge difference in what you have have to offer your clients.

When you market yourself, you’re also marketing your characteristics and personality and what you as an individual provide. This makes is much easier for you to connect with your market. Once you’re in tune with the individualism you have, you’ll be able to build your brand around that and reach out to your market in a unique way. This will help people find you, people who connect with you as a person will want to do business with you.

When I choose to hire someone, I don’t just look at their portfolio—graphic designers, marketing consultants, website developers. I look at if I will like them as a person. Because if I like them as a person, I’ll want to do biz with them. It’s much easier to work with someone you like and who will get you results. Being funny, genuine and welcoming are all traits that resonate with me more than just their portfolio.

So what are you doing to differentiate yourself? What are ways you stand out from your competition? Brainstorm all the ways you’re different and use that information to help market yourself to your ideal audience.