这是最重要的营销问题Will Ever AskWhat makes you special?

ByJason Feifer

This story appears in theMarch 2022issue ofStart Up.

MJGraphics | Shutterstock

What makes you special?

It's a hard question to answer, but you'll need to grapple with it over and over again. Because let's be honest: As soon as you start a business, you are competing in a world of noise. There arecompetitorsto differentiate yourself from. Marketing channels to stand out in.Social mediaplatforms to gain audience in. You have signed up for a non-stop marathon of gaining attention and building momentum and competing for your consumers' precious time — and you cannot evenbeginto succeed in this race unless you commit to answering this question.

So once again: What makes you special?

The answer may surprise you. You might think it's a particularproductor feature or branding scheme of yours. But if you talked to your customers —reallytalked to them — you might discover that it's something else. Maybe it's how your brand makes them feel. Maybe it's your empathetic customer service. Maybe it's the way you deeply understand your customers' needs. Maybe it's just you, who people like and feel good about supporting.

Related:3 Ways to Stand Out from Competitors

I recently discussed this with a 16-year-old entrepreneur who started a coffee company. He was convinced that his age made him special. "How many times do you hear of a 16 year old that started his own business?" he asked me in an email. My answer surprised him: I hear from 16-year-old entrepreneursall the time. Maybe once a week! And they all think their age differentiates them. (You can read our entire exchangehere, in my newsletter.)

Within his community, I'm sure he is unique. But because I'm the guy that everyone pitches their business to, I see a pattern that most people don't.

That pattern is important to know about, because it extends far beyond age. This isn't a teenager thing; it's aneveryone thing. As the editor in chief of雷竞技手机版magazine, adults routinely pitch me stuff that is nearly identical to what other people are doing, and they're talking about it in nearly identical ways. I also see people create or market products in ways that are undifferentiated, and try to appeal to customers in ways that are not unique, and all of them need to take a step back and ask themselves that very, very important question:

What really, really, really makes me stand out?

Whatever your answer to that question is, look again! You are unique. You have something valuable to offer. If anyone has chosen to work with you, they have done so by choosing you over someone else. You must know: What is that reason? And how can you communicate it to others in a way that feels not just convincing, but compelling?

People often think they know what works. They think they understand their audience. They assume something will be easy and straightforward. And then they learn that, to really get it right, and to really stand out, they had to look again.

So look again at that question:What makes you special?

Now start answering it!

Jason Feifer

Entrepreneur Staff

Editor in Chief

Jason Feifer is the editor in chief of雷竞技手机版magazine and host of the podcastProblem Solvers. Outside of雷竞技手机版, he is the author of the bookBuild For Tomorrow, which helps readers find new opportunities in times of change, and co-hosts the podcastHelp Wanted, where he helps solve listeners' work problems. He also writes anewsletter叫一个好,每个星期给你one better way to build a career or company you love.

Editor's Pick

Related Topics

Science & Technology

The Man Who Invented a Technology Used Billions of Times a Day Doesn't Get Credit for It. Now He's Setting the Record Straight.

Paul McEnroe, an award-winning engineer who spent more than two decades in leadership roles at IBM, opens up about the Universal Product Code's development and the misconception that persists.

Growing a Business

You Need Trust Among All Your Stakeholders to Scale Successfully — Here Are 3 Ways to Build It.

You can have great people doing great work, but if there's a lack of trust throughout the organization at any level, you'll never scale. Here's how to foster that trust among all your stakeholders.

Franchise

A Guide to Elevating Your Franchise with Competitive Research and Data-Driven Insights

It's time to break out your investigative hat and do your research.

Health & Wellness

Entrepreneurs Need Intermittent "Brain Fasts" to Stay on Top. Here's Why — and How to Implement Them.

The remarkable cognitive and other health benefits of information dieting.

Green Entrepreneur

Emerging ESG Trends Forward-Thinking Small Business Owners Need to Watch

There are five key components that entrepreneurs have to get right to navigate their environmental, social and governance transformation successfully. Find out where your focus should be.

Business News

He Won the $2 Billion Powerball Jackpot. Now He's Snatching Up Swanky Homes Across Los Angeles.

Thirty-one-year old Edwin Castro took his winnings as a lump sum.