“We are the music makers… and we are the dreamers of dreams.” – Willy Wonka
Willy Wonka and the Chocolate Factory is one of my favorite movies.
NOT Charlie and the Chocolate Factory… that goofy, weird Johnny Depp version that came out a few years ago.
You know what I love most about it? Besides the fact that it’s every kid’s fantasy… visiting a factory where just about everything is edible and sweet?
It’s about a guy who did his own thing.
A true non-conformist.
Willy Wonka was a reclusive confectioner who did things his way… and the results were astonishing.
And that’s what being a business owner is all about.
You’re out there on your own. Competing against others who want to take your customers away.
But I’m going to tell you a secret that you’ve probably heard before, but never paid much attention to.
But you will this time. Why? Because I’m telling you… and I know my stuff.
Differentiate to Dominate
You see, your competitors do EVERYTHING the same.
- They take out an ad in the Yellow Pages
- They hang signs up all over town
- Maybe they spring for a billboard somewhere
But you will set yourself apart by telling your prospects how you’re better using your Unique Selling Proposition.
If you clean houses, become the “Home of the Clean House Guarantee”.
If you’re a landscaper, be “The Landscaping Technicians”.
Are you a real estate agent? Be the “Expert of the RapidSell System”.
Do you get my point?
There are a thousand maid services, lawn care companies, and real estate agents.
You have to find what makes you and your service or product unique and ride that pony hard and put it away wet.
Go against the grain of what everybody else does… find your niche and focus on that.
Don’t just clean houses… focus on single-family homes over 3,000 square feet (your revenue per job will be way higher).
Don’t just cut grass… only offer a complete lawn package, such as mowing, edging, blowing, aerating twice per year, overseeding in the fall, and fertilizing (your customers will be people who appreciate beautiful lawns and won’t mind paying a premium to have one).
The old saying goes, “the riches are in the niches”.
Find yours and set yourself apart.