Being different is quite often easier said than done. With hundreds of tradies with similar crafts and backgrounds, it’s not always obvious how your strengths separate your business from the competition. Learn how to show your clients that you’re truly one in a million with our quick guide.
1. Define your niche
The first stage in this process is to acknowledge that you can’t be all things to all people. To find a niche that works for your business, think about the parts of your work that you have previously excelled in and what clients appreciate about you. Then cross-reference this info with current service offerings to reveal potential gaps in the market. This way you’ll learn where and how your abilities could be most needed.
2. Profile your customer
Your niche market will give you a good understanding of the kind of people you’ll want to reach. It will give you an idea of where they come from, their disposable income, lifestyle, and even their likes and dislikes, to name just a few. You’ll quickly see a pattern of similar behaviours emerge. This will be your core target market. Knowing who is most likely to purchase your services will give you an edge when promoting your business to attract new clients.
3. Pick a USP
Your unique selling point (USP) is the main reason clients choose you instead of someone else for the job. So, ask yourself: what can you do well that no one else does? This could be, for example, the quality of your service or your way of service delivery. Simply put yourself in your customers shoes and try to understand what motivates them to hire your business. If it’s your exceptional timing, your USP should revolve around punctuality and reliability. This is what you should place at the centre of your marketing campaigns.
4. Get your branding spot on
The branding of your trades business should combine all of the above, so you will be front of mind when it matters. For people to understand what they can expect from your business, your message should be strong, simple, and to the point. It also needs to reflect your USP, speak to your customers on their level, and be easy to identify. A graphic designer can help you get it right the first time. Once your brand guidelines are established, follow them through in all corners of your business. This includes your online platforms, business cards, email signatures, letterheads, and even your uniforms.