The Savvy Entrepreneur

I have to admit… I’ve been in a marketing slump lately. It feels like everything I read or hear about marketing a service-based business has been said and hashed over. I’m bored with it. So, I took a break from reading or listening to anything related to marketing.

Then this cold that has been hanging on all winter turned into a nasty sinus infection over the weekend. Being pregnant, I can’t take drugs, so I vegged on my couch with a book called Celebrate Marketing: Secrets of Success. I was pretty close-minded about it, thinking “Here we go again, more of the same-old-same-old about target markets, networking and following up.”

Then “it” happened. I’m sure “it” happens to you too. While listening or reading about something relating to your industry, you’re suddenly struck with such an amazing and simple concept, you think “Geez, I wish I thought of that first!” or “Man, I wish I heard of this sooner!”

Every once in a while I come across a gem… a truly ingenious yet simple marketing strategy that stirs me to the core, that I simply MUST share. That’s what happened as I read through the first chapter, Dare to Be Different: Super Positioning, written by Fred Berns.

I perked up (well, as much as someone with cement for brains can) as he talked about the power of “only” and packaging your business differently:

How you promote yourself is less important than that you promote yourself differently. You will never make a lasting impression if you use the same marketing methods as your competitors.

Nothing new there, but I knew he was on to something when he finally got to the point, sharing how to stand above the crowd — Harness the power of “only.”

The word “only” packs a mighty 1-2 punch:

1. It distinguishes you from everyone else in your field. It puts you in a class all your own, defining what specifically makes you different.
2. It subtly points out areas where your competition is deficient, and how you fill the gap.

Isn’t that a brilliantly simple yet awesomely powerful strategy? Once you come up with your only statement (25 words or less), use it in all your marketing, including your 30-second intro.

BEWARE! Don’t sell yourself short, don’t be modest and don’t use the word “only” to your detriment. The word “only” describes what you alone, solely and exclusively do (I am the only accountant in the US servicing professional tight-rope walkers), not what you just, simply or merely do (I’m only a chartered accountant). Remember, it’s not bragging if you can prove it.

If you’re having trouble coming up with your only statement, think about what makes you special, distinct, different (can you hear me say StrengthsFinder 2.0?) Make a list of your skills, qualifications, contributions, capabilities, talents, accomplishments, success stories, awards, etc., using superlatives where appropriate (most, highest, first, finest, etc.).

Not yet convinced of the benefits of creating an only statement? Consider these points:

• It’s the one thing people will remember you by and it’s how they will describe you to others.
• It increases your expert status.
• It helps you maintain your fees, even during tough economic times.
• It sets you apart from your competition, increasing your credibility and visibility.
• It’s a marketing strategy that costs you nothing.

In my excitement over this, I started working on an only statement for a client as well as for myself. I should have something by the end of this week or early next, so I’ll be sure to share it with you.

In the meantime, what’s your only statement?