ABOUT THIS EPISODE
If your website says you have great customer service, quality work, years of experience, friendly people, or that you're family-owned, you may sound exactly like everybody else.
In this solo episode of Underestimated, I'm tackling one of the biggest marketing problems small businesses have: differentiation. I call the sea of generic claims the Blandscape™, and escaping it doesn't mean getting louder, weirder, or slapping a new logo on the same old message. It means giving your Exact Right Customer™ a meaningful reason to notice you, trust you, remember you, and choose you.
You'll learn how to look at your business through your customer's eyes, uncover what actually makes you different, and turn those differences into marketing that matters. I talk about why “anybody with money” is not your ideal customer, why your customers may explain your value better than you do, how to find the hill you're willing to die on, and how to use micro-stories to prove your claims instead of simply making them.
I also share a simple competitor test you can use today: write down the top five claims you make in your marketing. If your competitors can honestly say the same thing, cross it out and find a more specific, meaningful way to communicate it.
Resources:
Find Your Exact Right Customer™ worksheet: https://www.thebuyerinsider.com/downloads/exact-right-customer-finder.pdf
How to Differentiate Your Business from The Blandscape™: https://www.thebuyerinsider.com/differentiate-your-business
Blog: “Our People Make the Difference” Is a Statement That's Hurting Your Business: https://www.thebuyerinsider.com/blog/our-people-make-the-difference-is-a-statement-that-s-hurting-your-business
Episode page: https://www.thebuyerinsider.com/podcast/episode-34
Connect With Shawna:
YouTube: https://www.youtube.com/@ShawnaSuckow
Website: https://www.thebuyerinsider.com
Non-Snoozeletter: https://www.thebuyerinsider.com/newsletter
Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault
If this episode makes you realize your marketing has wandered into the Blandscape™, subscribe to Underestimated and share it with another small business owner whose “great customer service” deserves a much better story.
