How to stand out (even if you’re selling the same thing as everyone else)

If you’re in a saturated market, it can feel challenging to stand out. Everyone seems to be selling the exact same thing, so how can you possibly be different? I’ll tell you what to do in under a minute.

How do you differentiate your business when you do the exact same thing as everyone else?

David Gilbert, a voice over professional, asked me this question on linkedin

If you find it hard to stand out in a sea of competition, what’s the most powerful thing you can do, when you don’t have the option of changing WHAT you do?

You need to either: Niche your service or Niche the Market you serve or Do both

Let’s talk Niching your service
There’s a photography agency in the UK that does this very well, called weshootbottles.com. Like their website says, “nothing but bottles”. They’ve become the specialists in bottle photography.

Let’s talk Niching your market
This means getting uncomfortably specific about the market you serve. A client of mine niched her real estate services to not just anyone who lived in the area, like every other agent. She became the specialist in people going through a separation. It fit with her personal story of going through a divorce. And she could expand her value by building a network of specialists you may need if you were going through a separation – like lawyers, therapists, child psychologists.

When you niche, for the right customer, you’re not longer one of many. You’re the only one.