BRX Pro Tip: Your Differentiation is Your Moat
Stone Payton : And we’re back with Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, let’s chat a little bit about differentiation.
Lee Kantor: Yeah. Every business has something they do that makes them special and different. And the ones that survive and thrive are the ones that are different enough from everybody else, where they can clearly demonstrate what makes them different. And clients see that. And then that’s kind of what makes them valuable, and that makes them special.
Lee Kantor: So, it’s important to be unmistakably different in ways that matter to your client, especially to your ideal client. The problem is most people struggle to articulate what is the thing that makes them different. So, they use kind of generic language – great service, high quality, lots of experience. So, if you’re kind of leaning on these generic qualities, then you’re going to sound like everybody else.
Lee Kantor: I think it’s so much more powerful, and it’s so important to be able to find what it is that really differentiates you from other people in your space. A way to find that is ask your best clients why they chose you. A lot of times their answers are going to be things you didn’t think of. Maybe you undervalued what it was that drew you to them in the first place. And you might be able to get some nuggets, some honest and specific things that you’ll be able to use in your marketing that you hadn’t thought of at all.
Lee Kantor: Second, look at what you do that your competitors aren’t doing or can’t do. That’s kind of where your edge really lives.
Lee Kantor: And third, make your differentiation a part of every conversation. It shouldn’t be a brag. It should just be a matter-of-fact context setter. That helps the right people immediately get why you’re the best fit for them.
Lee Kantor: Your differentiation isn’t just a marketing message; it’s your moat. It’s what separates you from everybody else. It’s the thing that other people can’t do. Once you’ve kind of defined that and your clients and prospective clients see the value in it, then double down. Build it intentionally. Make it bigger. It should be the focus of your marketing. It should be kind of the why people choose you instead of anybody else.
