WHAT THE F#%& IS A SQUARE APPLE?
(Left: Image of Square Apple. Copyright 2008, The Mystery Partner)
You probably already know that your competition is going to be very, VERY HIGH. This goes for construction companies, financial planners, insurance agents, realtors, mortgage reps, restaurant owners, accountants, landscapers, house cleaners, IT companies, photographers, spa and salon owners, colleges, travel agents, home inspectors...(take a deep breath)...you get the picture.
So, does your company promote your product or service in a unique way? Or does it sound like just another typical company in the crowd? Think about your current advertising. Is it just up to par or could it be more exciting and memorable?
If your company does not have a unique niche, it unfortunately falls in the category of "apples to apples" businesses. Your "apple" is comparable to other apples and, in the end, you're not unique nor remarkable. If you want to make more money, you have to figure out how to reach the next level of business. Do this by being a "square apple".
How do you become a Square Apple? Here's what you need to do. You sell a product and/or service. You NEED to create a niche for your company. A "niche" by definition is a special area of demand for a product or service. What is so different about your product or service, or what's so different about how it's used by the end user? Say you sell roofing products. Perhaps you're the only company in town advertising "Roofing...In 48 Hours or Less!" Gee, I've never heard of a roofing company that promotes this...however, I have worked as a marketing director for 3 roofing companies who all told me roofing a house can be done in ONE DAY. Did you know that?
You now have a niche about your product and service that no one else has. The next thing you need to do is promote your brand in a unique way unlike everyone else. Marketing & advertising is an area that should be left to creative people who can promote a brand visually and memorably. Think "Geico" and how an auto insurance company went from being boring to EXCITING and MEMORABLE with the Gecko and Caveman commercials. Those two things don't relate to auto insurance, but they relate to Geico and makes Geico a memorable company. Isn't it amazing how advertising something so off-the-wall can really spark interest in a company?
The point is, when you can no longer be compared to your competition because your product or service is much more valuable to your target market, no one can use the phrase "apples to apples" with you. What an achievement, right? It makes you feel more confident that your product or service is that much better than everyone else's. You are now a "square apple" which is truly different than regular apples.
(Note: You can contact us at marketing@themysterypartner.com for help in finding a unique marketing strategy.)
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