Yes, a successful business is one that sells more than its competitors. The bottom line is always important. But, when it really comes down to it, the businesses that succeed (and ultimately sell more) are the ones that can separate themselves from others in the minds of the customers. Making your company stand out from your competitors is the key to survival.

How do you make your company stand out and come in first in the race for the customer’s mind? Well, there are several things you must concentrate on:

1. Decide what about your company makes you different. 2. Advertise the qualities that make your company different. 3. Give your customers what they expect.

Decide what makes your company different

Let’s say you are a florist is a moderately sized city. There are at least a dozen other florists in town. What makes you different – and, more importantly, better – than the other 11? This is a critical question that you must know the answer to before you can effectively sell your company to the public.

Do you offer a wider variety of floral products? Do you offer lower prices than most florists in the area? Do you guarantee the fastest delivery in town? Whatever it is that gives you an advantage over other florists, make note of it, and flaunt it.

Advertise the qualities that make you different

Now that you know why you are better (or at least different) than any other florist in the city, you have to let the people in town know that you are better, and why. Obviously, this is where your advertising strategy comes into play. Whether you are posting flyers, or running newspaper ads, or whatever else you do to advertise, remember to tell people why you are different. Remember that you are building a brand identity, which will help customers think of you when they think of your product. Keep hammering home the things that set you apart.

This also plays a role in smaller-scale advertising, as well. As you talk to people in the area, even when you are not working, keep building your brand identity. Invest in business card printing, and always have some cards on hand. And make sure they look good – get full color business cards, not bland colorless ones. Most importantly, find room on each business card to mention why your company is better than your competitors.

Give your customers what they expect

Okay, you have identified what sets your company apart, and you have effectively advertised that quality. Now you have to follow through. When customers come in, they are going to expect to see what they saw on your ads. If your full color business card says you have the lowest prices in town, then don’t jack your prices up when the customers start rolling in. You will kill your business in a hurry if you violate the qualities you presented in your marketing efforts.

Your goal is to make your company memorable in the minds of customers. You have to stand apart from your competitors, or you will never reach the level of achievement you have been dreaming of. There is something about your business that makes it better, so find it! If you can’t find anything, then you either need to reconsider your business as a whole, or you need to make something about it better.