In order to stand out from your competition, your marketing needs to be memorable. While you can look to the most successful companies in your industry for inspiration and direction, if you mimic their tactics too closely you will not stand out and simply blend in. The complete opposite of what you are trying to accomplish!

 So, how can your business stand out from your competitors? First of all you need to speak directly to your core audience, stop trying to appease the masses. You may think broadening your appeal will draw in more business, but the opposite will happen, you won’t appeal to anyone in a truly impactful way. It is best to really drill down and find your niche audience (even if you are a commodity business), and speak directly to those people. Remember, even if you are a B2B, you are still selling to a person. Give your core audience information that they want and need. Constantly trying to always ‘sell’ will turn people off immediately. 

 Ultimately, sincerity is the very best way to stand out from your competitors. Many companies today lack sincerity, and the rise of the internet has caused the human touch to almost completely disappear. Do something unexpected, write a handwritten letter to the person at that big account you’re trying to land. Most importantly, be thoughtful. Be memorable.

Photo curtosey of Jan2eke