If your business is to thrive… and your website to do its job… you must know what your target market wants. But you can’t stop there. You must also know how you can help them in a way that no other can.
You must know your target market’s greatest fears and most cherished desires. And you must know what sets your solution apart from the solutions offered by others.
Of course, this doesn’t mean you have to offer something that is totally different. Think of fast-food burger joints McDonald’s, Burger King and Jack in the Box. They all offer hamburgers, so why would you choose to go to one over the other? Location is not always the answer. Maybe you prefer the fries one offers over the other. Maybe it’s the special sauce they slather on the burger. Maybe it’s the personality of the mascot. These (and other things) are what make each burger joint unique and different.
And you can do the same with your business. So, what is unique and special about you, your business and your offerings?
Is it your unique life story?
For solo entrepreneurs, your life journey and how you communicate it can set you apart from others in your industry. Some people will be attracted to your business because of how you got there. They see a kindred spirit or inspiration in your story and therefore will be more likely to do business with you.
Is it your special combination of skills?
Maybe you have a unique skill set or combination of skills. If you have honed a skill that is not common in your line of work, this can be a selling point.
Is it your customer service?
Think Nordstrom’s. What sets them apart from other department stores is their exemplary customer service. So much so that some people are willing to spend more for the same items just to have access to that level of customer service.
Is it your method of delivery?
Maybe the way you deliver your products or services is different or more effective than others in your industry. For example, many foreign language courses sell on the fact that you will learn the language more quickly because of how they teach you.
Seek out what is different about your business and play that up. And remember, that if your uniqueness drives away some members of your target market, that’s O.K. Those folks weren’t your ideal clients and you probably wouldn’t have enjoyed working with them anyway!
Knowing what sets you apart is critical in creating a home page that will attract your ideal clients. In fact, the first deadly mistake of home page design is not knowing the purpose of your website. To learn what the other four deadly mistakes are, pick up a copy of Home Sweet Home Page: How to Fix the 5 Deadly Mistakes Authors, Speakers, and Coaches Make with Their Website’s Homepage
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