Attract New Clients by Standing Out
You can’t be everything to everyone.
Articulating what differentiates you from the rest of the industry helps tell prospective clients why they should hire you. Circle member Gary Ricke is owner of Orbis Design, a digital agency that practices real-time website building. Gary found his niche during a client meeting:
I met with a photographer for a staff photo shoot at a client’s facility. I was there to provide guidance in how to frame the shots for the site. We decided to try dropping the photos into the in-progress site in real-time. I duplicated a sample page and started putting in the staff photos. When the photographer saw how the images displayed, he immediately changed how he shot.
This lightbulb moment led to the creation of Orbis Design. Gary's clientele include individuals or small businesses who want to get their website up and running in a day, and partner agencies in need of quick and reliable design services.
Not sure where to start in setting yourself apart? Grab a notebook and answer these prompts:
What are your top skills and talents?
What problems can your skills help solve?
Who do you consider competition? Do some research on them to identify what you can do better.
How can you simply and effectively articulate your niche?
Look through the answers to the questions above. Draw out the common themes to help you determine how to position your business. Remember that businesses evolve over time. You'll be able to adjust your practices to the customers that resonate most with you.
Want more? Check out a forum discussion for info on finding your business idea and customer niche.
Image by Circle member and photographer Klaus Dyba from Cologne, Germany. Klaus offers a suite of services, and his creative range is a major asset for building strong and lasting relationships. After completing a project for a client, they'll frequently book him for others.