I’ve been putting off buying a decent phone for about the last three years.
I’m overwhelmed at the choice. I want an iPhone because it’s cool. But then will it be compatible with all my other gear?
And then it’s more expensive….
And then people tell me Android is better…
And then I go to business meetings and everyone has Blackberry because they tell me it’s better for email. And I used to have a Blackberry so I know how it works. The learning curve would be less steep….
…And So To Inaction
And so it goes round and round in my head.
So of course I don’t take any action.
But If Was An Expert!
Yet I have a friend who is a gadget geek. If I asked he would spend hours telling me what phone to buy and what plan I need and I don’t have to worry about being sold something because the salesperson is on commission rather than them getting me the best deal.
And I know that when I go to the supermarket and choose apples, I know exactly what I want. What type, what degree of sweet versus sour. Hard versus soft. Flavour. Juiciness. I am very discerning. I am almost an expert in this category.
If you’ve ever hunted down that perfect paint colour you know exactly what I mean.
No other shade of yellow is quite right. Often to the exasperation of your partner who can’t see the difference between the three shades you’re agonising over. But you care and you can see the difference.
That’s what happens when you become a category expert.
So why am I telling you this?
Well, when it comes to your business you will be the category expert. If you’re a phone expert then you already know what phone I should buy.
If you’re a web designer you can tell me what theme I should get and how I should put it together. Maybe you specialise in doing websites for the health professionals because there are specific applications you can add in etc., etc. – you are not just like any other web designer.
Your Customer Needs To Know
But your customer doesn’t know that. And if they are uninitiated in your area of expertise then they won’t be able to see the subtle differences between you and all the other web designers, or coaches, or event planners. If you don’t know anything about paint colours then all those shades of yellow look the same. Sometimes the subtleties of choice are just too subtle for your customer to see.
So when you are explaining or describing what you do check in with these two points:
- Identify HOW you are different from everyone else around you. Why is your yellow different? Why is the Blackberry a better choice for me?
- And make sure you explain that difference. What’s obvious to you really isn’t obvious to everyone.
All Apple need to do is tell me that their phone is cooler than the other phones AND it does everything I can do on a Blackberry. Only better. Faster. Cheaper. More secure (OK well I made up those last two points but maybe in a perfect world…).
Or whatever the point of difference actually is.
Don’t leave it to me to work it out.
Love you to leave a comment – tell me how and why you are different!