Small business marketing tip - Differentiate your small business for more memorable marketing

If your small business marketing challenge is to stand out from a crowded competitive field, differentiation might be the way. Most small businesses are stuck in what I call the "muddle in the middle". That is the netherworld of sameness.

They offer the same products and services as their competitors, they go to the same trade shows, they attend the same networking events, and (most importantly) they use the same key messages as their competitors in their brochures and websites (e.g. "service is our number one goal").

To break out of this small business marketing rut, use differentiation as a marketing weapon. Differentiation is the art of finding something utterly unique about your business and then hammering it home so it makes your small business unique from its competitors.

Here are some examples of unique differentiators:

• The size of your clients—working exclusively with businesses of less than 100 employees.

• The industry your clients are in—specializing in lumber businesses.

• Clients seeking a specific benefit—working with CFOs who want to improve profitability.

• A product line focused on a niche market—specializing in commercial appraisals.

• Your unique approach or methodology—"our proprietary 6-step marketing plan approach".

There are hundreds of ways to differentiate your small business, so these are just a start. If you'd like to learn more about differentiating your firm so it stands out in a crowded competitive field, subscribe to my free email newsletter Marketing Tips and Tools.