One of the things I truly love doing, is chatting with small business owners about their business. When they tell me about what it is they do, the service or product they provide, I can actually FEEL their passion. They truly LOVE what they do.
Why is it then that I can only rarely find this passion on their sites?
I think that perhaps we are sometimes so hung up on trying to be like the other guys (especially our competition) that we completely forget that is not what makes us like the other guys that will bring us business. It is what makes us different.
You have to have the courage to dare to be different than anyone else.
In order to accomplish that, you have to first figure out what it is that makes you different and then find a way to allow others to truly SEE what that is.
An exercise I ask small business owners to do, is to answer the following questions without thinking or worrying about grammar or spelling. I want them to interact with me as if we were simply chatting over a cup of coffee.
How did you get started in the crazy world of running an internet business?
Do your friends and family think you are nuts for trying to run a business online? If so, why haven’t you given up yet?
Why did you choose your specific business?
Do you believe that your business provides a benefit to your visitors? Why do you believe this?
What makes you different from all of the other companies out there that provide the same product or service that you do?
Are you passionate about your business? The products or service you provide? Why?
I wish you could see the incredible responses I receive. As I am reading them, I literally cannot help but visit the site. I get so excited that I want to know more immediately!
That is when I frequently see something missing.
That passion has not been carried over to the site for their visitors.
You have to SHOW me why I should do business with you instead of someone else! What makes you different?
Remember how Hallmark used to advertise their cards years ago? Heck, I used to cry during some of the commercials! How did they do that? They helped us IMAGINE actually giving a special card to someone. Not just any card, but one of theirs. Why? Because we wanted to experience that moment.
Another company that has this down pat is The J. Peterman Company. Have you ever read the descriptions of their products? A gazillion places sells women’s blazers, but who have you ever seen describe them like this site does? (Nope, don’t skip that link. Go back and click it now. I want you to truly SEE what I mean.)
Are ya back? Yes? Now, ya see what I mean? It takes you to another world. By the time you are done reading, you want to own that blazer RIGHT NOW!
And you can go so far beyond that. If your product is exactly like 100 other companies, then YOU have to be the difference. Show your passion in your writing. Go above and beyond in your service. Add a handwritten note to orders, not just thanking them, but telling them you know they are going to love it!
Don’t leave me yawning on your “about us” page. Make me FEEL like I want to do business with you! Do it by daring to be different….
Tell me your story. What ways are you finding to help accomplish this challenge?
J. Cricket Walker of CricketWalker.com