A lot of people that own a service business didn’t start their business because they wanted to build a business. But they love to do what they do or they’re really good at what they do and they want to use those gifts or skills to make a living. Some of those people are even passionate about using their gifts and skills to make people’s lives better. Maybe you’re one of those.
Running A Business Isn’t Your Thing
But actually running and building a business is not what you dreamed of doing. Running a business is just a necessary part of what you do. Do you find yourself in a situation like that?
I believe this is why a lot of service businesses all look and sound so similar. Their gifts and skills are not building and growing businesses. As a result, very little energy goes into developing the business and improving its brand.
As a result, lots of service businesses look like “me too” brands. It’s kinda like when you ask a child if they want to go to the zoo and all their siblings jump up and down saying me too. A “me too” brand or business means it doesn’t look much different than all the others in their line of work.
When you look at the list of electricians in your area they’ll say in essence look at me I do this too. Then they say they’re the fastest, the most qualified or the most friendly but those are just basics that better be part of the service if I’m hiring you. You also can’t prove those things so they don’t add credibility.
If you want to stop looking and sounding like every other service business in your industry you’re going to have to make an investment. You’re going to have to make an investment of time to learn and time to question and explore how to differentiate yourself from everyone else.
Another option is to know what you’re good at and invest in working with an expert in those areas of your business that aren’t your thing. An expert can help you develop your business in those areas where you’re struggling.
So what can you do to help your business stand out from the crowd? What can you do to look and sound different from everyone else?
I’d like you to consider what I call the Six Pillars of Uniqueness.
The Six Pillars are six aspects of your business where you can express what makes you unique.
Purpose
Why do you do what you do? Why are you in business? What motivates you?
Personality
This is you being you. This is you using your language. Simply express who you are in every area of your business because you are uniquely you.
People
Who do you serve? Who is your ideal client?
Pick One Thing
Choose a focus for your business. What do you do best? What do your clients complement you on?
Principles
What you stand for? What do you stand against?
Process
Is there something unique about the way your service works? Maybe you’ve developed a revolutionary technique that no one else offers. Even if your process is pretty standard it’s okay the other five pillars are enough to help you be unique.
Work The Process and Become More Unique
Go through this process. Ask yourself these questions. You will come up with answers that will help you express why your ideal clients should choose you. You’ll be able to take the results of this process and express it in the words and design that you use in all your marketing material.
If you’d like to go into more depth about how to work with the Six Pillars to create a unique business you can read the article, How to Make Your Service Business Unique. The article covers the Six Pillars and provides an example of a business going through the process to become unique and stand out from the crowd.
Conclusion
If you’re realizing the advantage of being able to stand out from the crowd it might be time to do something about it. You can invest your own time or invest in getting help. We love helping owners of service businesses stand out from the crowd so they can attract and retain their ideal clients. If you’d like to get help an introductory call and we’ll see if we’d be a good fit for working together.
The only way to help more of the people you want to help is by standing out. When you stand out you make it easier for them to choose you. You can stand out by being more uniquely you. Use the 6 Pillars of Uniqueness to help you stand out!
Photo Credit: Do I really want to be just like them? Thanks, 浮萍 闪电 for a photo that helps make this point.