Every day my miniature donkey Rory reminds me of why being different is so important if you want to stand out.
You see, Rory doesn’t heehaw like other donkeys. Rather, he ‘sings’ with the pitch of a soprano. Click on the video to hear his sweet song then read on.
Seth Godin’s classic marketing book ‘Purple Cow” reminds us that in a cluttered and commoditised market place, you’re either remarkable or invisible – you’re either a purple cow or you’re not.
Both the purple cow and Rory the donkey stand out because they have a clear point of difference.
However, having a point of difference is one thing; leveraging it to your advantage is another.
Rory has learned to leverage his point of difference to attract his target market – me. Every night at dinner time, Rory sweetly sings his message of ‘Feed me, feed me. Can’t you see I’m starving!”. And it works every time!
If you want your business to stand out and attract your target market, you have to leverage your point of difference, just like Rory.
Leveraging your point of difference by delivering the right message to the right market through the right mediums can set you apart from competitors, cut through the clutter of mixed messages and create specialisation over commoditisation.
You move from being invisible to being remarkable. Your point of difference becomes your brand’s competitive advantage.
Focusing on your competitive advantage will streamline decision-making and simplify your marketing program because your message will be aligned with your brand’s north star.
©Ros Weadman 2019 Ros Weadman is the creator of the Reputation Alignment Model™, founder of Marcomms Australia and author of BRANDcode®, a PR and marketing guide for small business.