The perception of the marketplace isn’t what needs focus; it’s the perception of YOU.
Letting yourself and your business be dictated by the market and how you think you should be running things will only get you lost in the mix. To truly have popularity and success in your field, you must be willing to stand out and do things differently.
Now, when we talk about perception, we have to keep in mind that it is just that: a perception. Each and every individual perceives things in their own unique way and we have little to no control over that. But what we can control is how we show up and present ourselves for the world to perceive.
Just like we have systems and processes for our business to function, every other business in your industry has theirs as well. But just because everyone else is doing it, doesn’t necessarily mean it’s the right thing or is even working. When we have the courage to carve our own path and not let those around us scare us into being the same as everybody else, well, that’s when people will start to notice you.
Think about it: what incentive would a potential customer have to patronize your business over the next if you run yours exactly the same? The answer is they wouldn’t. There is no incentive. There’s nothing to distinguish you from the next guy so they might as well go to him.
Instead, really try and hone in on what it is you do and how you are doing it differently. Convey your message out to the public and make it known just what it is you and your business stand for. Again, we cannot control what people’s perceptions of us are. But if we make sure to get our messages out there and stand apart from others in our industry so that there is no question what your business is about, it sure helps people to form that perception.
A few things I like to teach people to do to help them figure out what makes them stand out are:
Focus on being consistent. With your messaging, with how and when you’re showing up, with your frequency. People need to know you’re there, and not forget it.
Always serve first. Think about your customer. It’s not about getting people through the door so much as it is getting people to return time and time again. Know your customer and their wants and needs and make sure to build their experience into your business model. A handful of lifelong customers is worth more than a whole day’s worth of one-timers that will never be back.
Show the value of your business. I’m not talking products or services, but the value of you. What are you brining to the table and why does that make you different? You know why you’re different, you know why you’re better; show the world.
Playing copy-cat to all of the other businesses you see out there running their business a certain way will only get you so far. What elevates you and your business and takes it to the next level is when you can stand out on your own and are still the number one choice over everyone else. Hold on to what sets you apart and let it guide you to the top.
