A friend of mine is a marketing specialist. We were talking about what makes businesses rise above the crowd and it brought to mind an experience I had 30 years ago when looking for a family photographer:
It was in the fall, and our family consisted of my wife and two boys, ages 6 & 8. We wanted to have a picture of our family that we could enjoy in our den every day. There were many vendors to choose from, and we were starting to get overwhelmed. We were anxious to get something scheduled, and I decided to start asking the question, “What makes your work special?” Some struggled with that question. Then we met Jane and Jim, a couple who owned their own studio and seemed to love what they do. To my question, they replied, “Other photographers take a picture of where you are at. We take a picture of who you are”. WOW! That was just what we wanted! Sold!
Jane and Jim did take our picture in a park setting among the colored fallen leaves. We have this picture in our den and we enjoy it every day. It is our favorite.
Jane and Jim were a part of a common profession. Their work and the way they sold it was uncommon. They were passionate about their work and they were able to communicate why.
Think of your product or service: What do you do that makes you stand out above your competition? How well do you communicate it? The loyalty and enthusiasm of our customers starts with us!
