Matthew's Catering is an example of a small-business that promotes itself as family-oriented and committed to the highest standards of quality.
Don’t be a cover band. Share your unique approach to serving customers and solving problems.
By Roy Harryman
There’s a dancing monkey on the corner waving a sign. On the radio, a car dealer screams that “everything must go!” Relentless promoted posts in your social media feeds keep trying to convince you to visit Japan.
These models may seem like something to emulate. You want sales, right? Why not ask for them?
Indeed. Sales and marketing are essential. But businesses must have something to say beyond “Sale!” and “Buy our stuff!” Otherwise, this approach gets old quick. Don’t believe me? How do you like being on the receiving end of hard-sell advertising?
The average American sees (at least!) 16,000 logos, advertisements and branded labels daily. We’re bombarded with ads and promoters keep finding new ways to sneak them into our lives.
Beating the bombardiers at their game is a virtual impossibility for small businesses. Running ads to the point of market saturation is costly and outside the budget of most companies. But even if you have the money, should you do it?
Money can’t buy you love
Although we’re not focusing on elections here, they provide a valid analogy. Candidates who spend the most money have no guarantee of winning. In some races, a politician can be outspent by an overwhelming amount and still win. Why? Because voters are buying an idea. No amount of advertising can change someone’s core convictions or feelings.
“Similarly, no amount of spending, pizazz or PR can get people excited about a product they don’t want. Imagine a “rally for the IRS” or a company advertising “the world’s best vanilla ice cream.” Vanilla is nice. But everybody’s got it. ”
Beyond mechanics
Tweaking your tactics is also not the foolproof answer to cutting through the noise. There is a tremendous number of resources explaining how to create the perfect social media post, a must-read marketing email and a killer website. This information all falls in the category of techniques. While these are important, everyone has equal access to techniques.
“Effective marketing cannot be reduced to a formula or specific tactics. Instead, it must be built on the foundation of your unique brand story and approach to business.”
While everyone can pull from the same bag of tactics, you and your brand are unique. You have a singular personality, perspective and approach to business. You have a distinctive passion for solving problems and helping customers. You can call it your signature brand identity. No one can co-opt it.
This one-of-a-kind business persona should be the starting point of all your marketing messages. Caveat: A story in-and-of-itself isn’t necessarily going to win new customers. It has to be told in such a way as to be relevant to your audience. It’s not for you – it’s for them.
A few examples
I’ve had the privilege of working with many small companies over the years. Their individual story is what “uncommoditizes” them. Without a story, landscaping is landscaping and accounting is accounting. The only question left is, “Who can do it cheapest?” In this race to the bottom, everyone loses.
Following are vignettes from clients whom I’ve had the privilege of profiling.
Belle Toffee is an example of a small business that build a brand based on its personal story, values and history.
A Sweet Story
Belle Toffee is unique. In fact, it’s “a sweet indulgence built on a family legacy.”
“That legacy began with eagerly awaited holiday treats from our Aunt Ida Belle. Over the years, the love for hand-crafted toffee transcended generations. Now it’s our privilege to share it with the world from our kitchen in Lee’s Summit, Missouri.”
It’s not just candy. It’s a dearly loved, intergenerational tradition, slowly perfected and now available for the outside world. The company’s trade show signs read, “You just have to try it.” And when people try it, they’re hooked.
Belle emphasizes its goodies are hand-crafted in small batches. It’s sold online and in retail outlets, but only in places that sell gourmet foods or unique gifts.
The message: When you want a treat that’s a unique delicacy, Belle Toffee is what you need. Whether you’re treating yourself, hosting a party or giving a gift to a client, this gourmet toffee is the ticket.
Four Sons: Strength Through Longevity
Four Sons Construction remodels and repairs homes. So what? This is how the company’s website copy sets it apart:
It’s your home. It’s sacred.
You need a team you can trust.
That’s Four Sons Construction.
Four Sons Construction is in its fourth decade of helping Lee’s Summit area homeowners make the most of their living space.
We’re a third-generation family business with deep roots in Lee’s Summit and Greater Kansas City. When it comes to home rebuilding, remodeling and renovation, you need a team you can trust. We’ve got a proven record. Just ask our customers.
Let’s sum it up. Four Sons’ message is quality, reliability, longevity. In a world of fly-by-night hacks, Four Sons is an enduring resource to help you maintain and upgrade your most important worldly possession.
Don’t Get Burned by HVAC
Mark, the owner of an HVAC company, excels in his work. But so do many others. What story could he possibly tell?
Mark advertises his depth of experience, reasonable rates, licenses and insurance coverage. But there’s more. From his LinkedIn page:
And there’s another thing. The reputation of the home services industry suffers from the misdeeds of a few bad actors. These are people who charge too much or charge for things you don’t need. My style is the polar opposite.
There have been many occasions where I’ve been called to give a second opinion about an HVAC problem. The customer had been told that a new air conditioner, or major component replacement, was needed. I ended up fixing the problem for less than $100.
If a replacement or repair is needed, we review the options together and find the most economical approach that will accomplish your goals.
Now that’s a story. Headline: “HVAC guy saves homeowner $5,000, says he only needed $69 in repairs.”
How it works
When you understand your unique business identity, that becomes the foundation of every sales pitch and product offering.
It’s about framing. Belle Toffee doesn’t say, “We’ve got tasty toffee for $14.99.” Instead, it’s “Treat yourself to a hand-crafted sweet indulgence.” This isn’t just candy. It’s the best.
Mark doesn’t say he’s the fastest or cheapest HVAC company in town. But he’s going to fairly assess your problem and tell you the truth – no more and no less. What’s more important than that?
You may not think you have much of a story. But you do. Sometimes it takes a third-party to identify and illustrate it.
Some elements of your story could include:
The quality and responsiveness of your customer service.
The attention you give to sourcing or creating products.
A family business history that illustrates a passion for the work over generations.
An environmentally-friendly approach.
If your business offers event space, it does more than that: It creates memories.
If you remodel homes, you don’t just swing a hammer. You bring new life to old spaces.
Storifying your brand takes work, but it’s worth it. Without it, you’re merely an also-ran.
Ready?
Once upon a time …
Roy Harryman is the author of “Small Business, Big Impact: A No-Nonsense Marketing Strategy For Companies That Do More With Less.” This column is an excerpt from the book.