Today, my business-building friend, we’re on a mission … an ongoing mission to to expose an insidious blind spot affecting Main Street business owners, like you … a blind spot that is most likely leading you astray.
The target of today’s exposé?
An all too common case of wearing “connoisseur goggles” best described by Youngme Moon:
“Where a connoisseur sees the differences, a novice see the similarities. Where a connoisseur can discern subtle shades of distinction based on nuanced asymmetries, a novice lacks the necessary filters to canvas, to organize, to sift an assortment in a meaningful way,” says Youngme Moon. “Where a connoisseur can navigate a category with effortless intuition, a novice will struggle to find beginning, middle, or end.”
So let’s be clear about the role you play as a Main Street business owner: YOU’RE the connoisseur … you’re intimate with your products and services … you’re steeped in your market and competitive environment.
But, your customer is NOT.
Put simply, she doesn’t have the time, energy or desire to be ANYTHING BUT a novice. Yes, a well-informed novice – but still a novice when compared to you. (Let’s face it, she’s not even close to being in your league.)
And with a mind-boggling volume of advertising messages confronting her daily – as well as a million and one other things tugging at her mind – your customer’s attention span is running on fumes.
What’s more, viewing your market as a connoisseur sends you into even deeper waters, especially when analyzing your competition.
Take my word for it:
The moment you place your time and energy into a game of one-upmanship – a game that drives you to the point of an insatiable madness where you drool, obsess and COPY every feature and benefit offered by your competition – well, YOU LOSE. You lose your identity … you lose your point of differentiation – and most importantly … you lose credibility with your customer.
Once this happens, you and your competition begin to look like drab and lifeless clones. Worse yet, you begin promoting features and benefits that your customer cares nothing about.
In other words, you’re answering questions NO ONE was asking, and you’re doing NOTHING to stand out from all the available choices in the market.
That, my friend, is a surefire way to lose sales.
So rather than drive your marketing efforts by imitating the competition – focus on providing value that plays to your strengths and speaks to the customer’s felt need. This will help you to remove your connoisseur goggles and rise above the copycat-mentality that’s pulling you under and preventing you from looking remarkable in the eyes of your customer.
P.S. If you enjoy reading WonderBranding, why not tell your friends and colleagues about us? Just send an email to everyone you know who runs a Main Street business … works in marketing … or writes copy – and invite them to visit our blog.