THE 3 BIGGEST MARKETING MISTAKES BUSINESS OWNERS MAKE

Let me tell you a little story about why so many businesses fail despite having a great product or service.

Recently one of the yoga studios in my area was forced to shut down. The yoga industry is incredibly competitive (like every industry) and I’m assuming that they just didn’t have the membership to keep the business going.

Meanwhile, just around the corner at the studio I visit all the time, they are so busy that you have to book in advance. Their classes are often full.

Why? What was the difference between the two studios? It’s the same location. They both teach yoga.

It comes down to this…

One studio has a tribe of loyal followers. The culture is different from other studios, they use essential oils to make the room smell nice, they offer you tea before and after class and once a month they have a get together for all the members after class with cheese and wine. All this contributes to a great vibe. I feel like I know about something special that others are missing out on.

The other studio was… well, generic.

As a business owner with a ton of competition there's nothing worse than being generic. You have to stand out. You can’t shy away from what’s special about your business, you have to step into it! It’s your uniqueness that makes you stand out and be attractive.

The reason why many businesses fail is either they’ve never thought about what sets them apart from their competition, or the thing they think makes them special isn’t special at all.

For example, there are thousands of..

… experienced accountants

… punctual electricians

… designers who provide a quote in 24h

… hairdressers who give you a free head massage

These aren’t really things that make a business one of a kind.

For brands to stand out from their competitors, they need to find something that’s GENUINELY different from what everyone else is doing in their industry, and that people will remember them for.

For example, when I recommend my favourite mechanic to my friends I never say “Oh he did such a good job changing my oil!”. I say “Go to Dannie, it’s so convenient! He picks up your car from your work, repairs it and then returns it to you at no extra cost!”

So while many mechanics can do a perfect job changing oil, not many mechanics take away your hassle to this degree. It’s TRULY different.

See what I’m getting at?

Creating a truly unique experience for a customer will not only make them recommend you to their friends, they will also choose you as their preferred supplier over someone else in the same industry.

Working with thousands of businesses every year at Basic Bananas I’ve found that getting clear on what differentiates a business from their competitors and then marketing this aspect, is the ultimate recipe to attract more of the right customers and for growing their business.

On top of this, it’s important to mention that the point of differentiation for a business needs to be relevant to their ideal customer as well.

Which is why it’s crucial to know who your ideal customer is before you think about what makes you different.

For example, if a hairdresser’s ideal customer is an environmentally conscious mum, using vegan products only is a great point of differentiation.

So whenever we work with business owners at Basic Bananas we go through a specific set of questions to find the RIGHT POSITIONING for the company:

- Why are you doing what you’re doing?

- Who is your ideal customer?

- What sets you apart from your competition?

It’s incredible to see the results of business owners who worked with us and really nailed their positioning. For example..

… a law practice that quadrupled their business in less than 2 years.

… an event company that increased their conversion rate from 5% of enquiries in one year to 50% in the next.

… A training organisation that increased their revenue by 25% in the first month of working together.

If you’re not sure how to find the right positioning for your business, I’d love to invite you to our half-day Blast Off marketing workshop where we’ll work through the exact framework we’ve been using for thousands of successful businesses.

Plus we’ll map out your one-page marketing plan for the next 90 days step by step so you’ll know how to spread the word about your one of a kind business to the right people.

We have made this workshop low-cost because we believe that with this framework, business owners have a much better chance to succeed. 

I am serious about helping businesses make a bigger impact and I’d love to see more of them break through the multiple seven-figure revenue mark.

We’ve had thousands of businesses around the world attend these sessions, many of whom refer their friends, which means that we often have a full house, so if you’d like to grab a ticket for the next time we’re in town be quick to book yours here for $27:

???? ???? Australia & New Zealand: www.basicbananas.com/blast-off

???? USA: www.basicbananas.com/usa

???? Canada: www.basicbananas.com/canada