Many designers think they have decent positioning in the minds of their clients and prospects, but in reality, it’s often a first cousin to “me too” marketing. When everybody’s saying the same thing, they’re ultimately saying nothing. That makes it pretty tough for you to stand out in the crowd.

Think about how often you hear things like, “We’ll do it faster, cheaper, yada, yada, yada.” What happens with that kind of message? You run the risk of working yourself to death for little money. That would be bad. You also run the risk of being confused with the other guy or gal who’s wooing your prospect, too.

The big idea here is to find a way to zig when your competitors are zagging. Sit down and give some serious thought to what makes you different … really different. The truth be told, anybody with a computer some software can call themselves a designer. The competition is stiff and it’s not going away.

What value do you bring to the table? Maybe it’s your experience and insight in a particular industry such as healthcare, or or service like designing annual reports. Clients and prospects are reassured when they know the person they’re working with has done this before and knows the ins and outs. Perhaps you have a peachy process that make working with you a snap and totally on target. When you bring real value to the client relationship, it goes a long way to justifying higher fees.

When you can distill down what you really sell … the benefits … you’re well on your way to crafting a value proposition and positioning statement that really sets you apart from everyone else out there.

Until the next
Marketing Minute
all the best,
nt