You already know that being one-of-a-kind is essential to set yourself apart from the crowd, build a loyal following, and generate lots of buzz about your business. So, you’ve been wracking your brain, trying to think of all the things you could possibly do differently, new products you could create, or new techniques that could give you an edge over the competition. But have you looked for the uniqueness that’s right under your nose? That special something that people would happily talk up to anyone who will listen, not only because you offer something they desire, but because you are unlike anything else they’ve ever encountered? You already have what it takes; you just don’t realize it yet!

I’ve been there with my own business: During the first year, I focused on growing my skills and gaining experience, because that’s what I thought would help me get ahead.  But, in a world with thousands upon thousands of designers, copywriters, jewelry makers, yoga studios, career coaches, and so on, I eventually realized that the way to get “ahead” isn’t by having more talent or experience than everyone else (a nearly impossible feat, when you think about it). It’s by being different than everyone else, and thereby creating a niche market of people who are looking for, or who identify with, your particular brand of quirks, attributes, practices, and beliefs.

It turned out that I had a unique edge like that all along, and believe it or not, you have one too (or maybe several!). You just have to recognize that you’re already one-of-a-kind, and look within to find those innate characteristics that set you apart.

1. Find the things you are already doing, that your customers would love. To you, it may seem like second nature, or just a personality quirk, or something so small, you don’t think it matters to anyone but yourself. You say “Oh, the fact that I pray or meditate over each piece of art I create has no bearing on customer interest”, when in reality, if you promoted that as part of your business, your customers would exclaim “How cool is that! She puts so much consideration into each artwork, and that’s exactly what I love – art that’s not just splashed onto a canvas, but is carefully thought out and masterfully executed.” Your unique way of creating, thinking, or interacting, could be music to your customer’s ears.

2. Think about it: What do your ideal customers want desperately, but they don’t even know you offer? You might be toiling away, making quality products, or wowing people with your quick turnaround, excellent service, or intuition into their heart’s desire. And yet, if you’re not trumpeting those desirable attributes to the world, how will your ideal customers ever know? Let’s say you’re a jewelry designer who uses special processes to make high-quality pieces. You could tell your customers “I use the XYZ method”, but if they don’t understand the fancy terminology, how will they know that “XYZ” is the highest-quality method there is (which is exactly the level of craftsmanship they’re looking for)? Or, for a broader example, look at the recent surge in demand for goods that are made-in-America. If all your products fit that bill, but you’re not telling people up front that your goods are “Proudly Made in the USA”, guess what will happen? They’ll make the default assumption that your goods were made overseas, because they don’t see any information to the contrary.  Make sure people know, loud and clear and up-front, that you offer the rare and valuable qualities they desire!

3. Let your personality shine! Don’t be afraid to tell your life story, share your passions, or wear your eccentricities on your sleeve. They could be just the ticket to connecting with your audience, and even pushing prospects off the fence and into your corner. And while I could give you a theoretical example to illustrate this, I think you probably already know of a few real-life folks who fit the bill (starting with you and me!). So, get out there and be yourself.

In any case, once you’ve discovered your distinctive qualities, don’t just slap a blurb about it on your website and call it a day. Flaunt it! Incorporate it into your brand, so it permeates every corner of your marketing and customer communication. Talk about it in your product descriptions, tweet it, allude to it in the tagline on your website and business card, and let it seep into the very soul of your business. Make it unmistakable and unforgettable, so every prospect who crosses your path will know what unique attributes you have to offer them!

{Featured image via Odbicia}